Hublot takes over from Tag Heuer as Premier League timing partner
September 9 – The Premier League has unveiled Swiss luxury watchmaker Hublot as its new Official Timekeeper from the start of the 2020/21 season.
Sponsorship
AC Milan punt on regional expansion with Yabo Sports deal in Asia
September 8 – AC Milan, which has renewed focus on creating regional sponsorships, has signed a three-year deal with casino and sportsbook operator Yabo Sports as an official regional partner across Asia.
Leicester City expand Vitality partnership to newly acquired women’s team
September 8 – Premier League Leicester City, whose owners King Power completed the acquisition of the women’s team of the same name last month, have signed the first major sponsor for their new team in health and life insurance firm Vitality.
Fulham land BetVictor as main sponsor for Premier League return
September 8 – Fulham, back in the Premier League at the first time of asking, have confirmed online bookmaker BetVictor as the club’s main sponsor.
Adidas adds another six years to Belgian kit sponsorship
September 7 – FIFA’s top ranked national team Belgium have renewed their kit partnership with Adidas, taking them through to 2026.
Liverpool becomes Cadbury’s fifth Premier League club 3-year global deal
September 7 – Chocolate brand Cadbury has added a fourth Premier League club to its sponsorship roster, becoming Liverpool’s first Official Global Chocolate Partner.
Premier League asked to rethink UK TV deals to open more live games to locked out fans
August 28 – The Premier League is coming under government pressure to make more live games available to fans while stadia remain closed.
‘Buy now, pay later’ Man City sign Laybuy as payment provider sponsor
August 28 – Manchester City who just avoided falling foul of the ‘buy now, pay later’ mentality when it won its CAS appeal against UEFA’s sanction for overspending and breaking its financial fair play rules, has somewhat appropriately signed a new financial sponsor who offers exactly that kind of consumer service.
Liverpool refuels expanded HollyFrontier sponsorship
August 27 – Premier League champions Liverpool has expanded its partnership with Petro-Canada Lubricants to include parent company HollyFrontier.
UEFA unbottles 5-year PepsiCo deal for Women’s competitions
August 26 – US food and beverage giant PepsiCo has taken a deep step into the women’s game in Europe with the signing of a five-year sponsorship running through to the end of the 2025 season.
Saints dump shirt sponsor LD Sports as Sportsbet.io take a one-year punt
August 26 – Premier League Southampton have signed a one-year shirt sponsorship with cryptocurrency-based sports betting platform Sportsbet.io.
JD Sports takes Leeds United sleeve patch in one season sponsorship
August 25 – Sports fashion retailer JD Sports has become the first official sleeve sponsor for Premier League returnees Leeds United in a one-season deal for 2020/21.
eToro pushes digital with sleeve sponsorship of AS Monaco’s esports team
August 24 – Trading platform eTorohas expanded its football marketing activity into France taking the left sleeve sponsorship patch on the AS Monaco Esports shirt in a two-year deal.
AS Monaco signs on-line gambler VBET two-year deal
August 20 – Ligue 1’s AS Monaco have signed online bookmaker VBET as a partner in a two-year deal.
Atalanta trade up with Plus500 taking over shirt sponsorship
August 19 – Serie A’s Atalanta, whose fairy tale journey to the quarter finals of the Champions League was ended in the dieing minutes by PSG, has found consolation with a new main club sponsor.