Sheeran and Ipswich Town strike an accord with one-season shirt deal
May 7 – Musician Ed Sheeran has become a shirt sponsor of Ipswich Town, once a powerhouse of the English game but in modern times a middling League one club.
Sponsorship
SPFL winners Rangers agree record shirt deal with Kindred Group betting brands
May 6 – Scottish champions Rangers have renewed their shirt sponsorship with Kindred Group betting brand 32Red in what the club is saying is a record deal.
Hisense returns to World Cup action with Qatar 2022 deal
April 29 – Chinese consumer electronics company Hisense is returning as a World Cup sponsor for the Qatar 2022 edition, having debuted with FIFA in Russia in 2017 and 2018.
Premier Sports doubles up in Scotland adding title sponsorship to League Cup TV rights
April 28 – Broadcaster Premier Sports has added the title sponsorship of the Scottish League Cup to its exclusive broadcast rights deal in an agreement that will run for at least two years and see the knockout competition renamed the Premier Sports Cup.
FC Cincinnati signs TQL as naming rights partner for new $250m stadium
April 27 – MLS side FC Cincinnati has sold naming rights to their new $250 million stadium to Total Quality Logistics (TQL), a Cincinnati business.
MLS sign P&G corporate deal in advance of season kick-off
April 14 – With the MLS season kicking off on Friday, the league has announced a five-year deal sponsorship with Procter & Gamble, reportedly worth $80-100 million.
Inter Miami sign AutoNation stadium naming rights deal
April 13 – MLS side Inter Miami have secured a three-year stadium rights naming deal with US car retailer AutoNation. The agreement will also branding on first team training kits.
Man City seal new regional deal with noon.com platform
April 12 – Manchester City has added Middle Eastern e-commerce platform noon.com as a regional partner.
Saints renew bitcoin betting firm Sportsbet.io for record three year shirt deal
April 8 – Premier League Southampton have secured shirt sponsor Sportsbet.io for a further three years in what the club is describing as the biggest sponsorship in the club’s history.
Brand Spain: Santander renews LaLiga title sponsorship for further two years
April 8 – Banco Santander has renewed its title sponsorship of LaLiga for a further two years, with the option to extend for a further year until 2023-24.
PayPal buys into MLS with stadium naming rights at San Jose Earthquakes
April 7 – MLS team San Jose Earthquakes have sealed a ten-year stadium naming rights deal with PayPal in a deal estimated at more than $20 million, according to local sources.
AC Milan and BMW gear up for stylishly ‘holisitc’ partnership
April 7 – BMW has agreed a sponsorship with AC Milan to become one of the club’s premium sponsors as its ‘Automotive Partner’.
Umbro build African presence with AFCON 2021 qualifiers Ethiopia
April 6 – Umbro and the Ethiopian Football Federation (EFF) have extended their partnership to sponsor the country’s national teams in a new four-year deal.
Everton target 770m players globally with MY.GAMES deal
April 6 – Premier League Everton have agreed what they are describing as a short-term strategic sponsorship deal with global gaming brand MY.GAMES.
Gazprom fuelled for new Schalke 04 deal despite looming relegation
March 31 – Schalke 04 and Russian energy giant Gazprom have extended their long running shirt sponsorship agreement, the German club announced on Tuesday.