Liverpool turn new page with Kodansha publishing deal
June 22 – Premier League Liverpool FC have a new global partner with Kodansha, becoming the club’s official Publication Partner.
Sponsorship
UEFA warns of fines after Ronaldo’s removal of Coke bottle knocks $bns off market value
By Andrew Warshaw
June 18 – Teams at Euro 2020 have been warned about their contractual obligation to sponsors after both Cristiano Ronaldo and Paul Pogba removed official drinks bottles at press conferences.
Fan protest over ‘soft porn’ ads forces Norwich City to ditch £5m shirt sponsor BK8
June 14 – Norwich City fans have objected to the club’s new shirt sponsor BK8 forcing the club to drop its £5 million one year deal with the online bookmaker just five days after announcing the record deal.
SPFL signs record 5-year title sponsorship with car etailer cinch
June 10 – The Scottish Professional Football League (SPFL) has unveiled online used car marketplace cinch as its new title sponsor in a five-year deal it is saying is the biggest the SPFL’s history.
LATAM Airlines fly to rescue with Chilean sponsorship in time for Copa America
June 10 – With all the nervousness surrounding the staging of the Copa America in Brazil and the pull out of sponsors Mastercard and Ambev, support for the international game on the continent has been found via LATAM Airlines who have signed on as the official airline of the Chilean national soccer team.
Telecoms giant TIM renews with Serie A as brand flexes its Italian muscle
June 9 – Italy’s Serie A and telecoms giant TIM have extended their partnership with a new three-season deal, taking the sponsorship deal beyond the 25-year mark.
Sokin expands into France with first Ligue1 deal with AS Monaco
June 8 – Financial technology specialist Sokin has added Ligue1 club AS Monaco to its sponsorship roster in a three-year partnership.
Norwich City gear up for Premier League return with BK8 shirt sponsorship
June 8 – Premier League returnees Norwich City will be arriving back in the top tier with a new shirt sponsor. Online betting brand BK8 Sports will be the club’s new principal partner in a one-season deal estimated at £4 million.
Saints double up on shirt sponsors with Utilita pluging in to Junior Kit deal
June 6 – Premier League Southampton now have two shirt sponsors. While the club has just entered the second year of shirt sponsorship of its first team kit with sportsbet.io, the Saints’ energy partner Utilita, has become the club’s first Junior Kit Partner.
Leicester City score record shirt sponsorship with online financial trader FBS
May 24 – Leicester City, who narrowly missed out on a Champions League spot, have scored what the clubs says is a record new shirt sponsorship with global online trading company FBS becoming the principal club partner.
Trivago books space on Chelsea training kit in multi-year deal
May 21 – With lockdown easing and travel possibilities re-opening, accommodation search platform trivago has booked a sponsorship with Premier League Chelsea, becoming the club’s Official Training Wear Partner.
Liverpool fuel global sponsorship roster with Predator Energy deal
May 18 – Liverpool, energised in their pursuit of Champions League qualification by the drama of the added time winning header by goalkeeper Alisson on Monday night, have been given further fuel with a new partnership with global energy drink company, Predator Energy.
Mastercard partners with NWSL and drives gender equity platform
May 17 – Global payment and technology provider Mastercard is joining the National Women’s Soccer League as an official partner in a multi-year deal.
Everton sign new partnership with fintech specialists Sokin
May 12 – Premier League Everton have signed fintech business Sokin as the club’s Official Global Payments Partner.
Man Utd fans hit club where it most hurts as THG rethink £200m deal
May 10 – While the sanctions issued by UEFA to the European Super League rebel clubs are being regarded by many, in the Premier League in particular, as nominal, Manchester United face a far more financially painful outcome with the loss of the club’s training kit sponsorship.