February 2 – Burnley are the latest Premier League club to face problems with a betting partner. Shirt sponsor LoveBet have reportedly hit financial difficulty mirroring issues SportPesa ran into, forcing it to pull out of Everton’s sponsorship before the start of the season.
January 29 – Manchester City, who returned to top of the Premier League this week, are firing on all cylinders off the pitch as well with another sponsorship announcement indicating the leverage the club’s owner City Football Group brings in terms of opening up sponsorship budgets to its club assets.
January 12 – Dutch cable operator Ziggo has added another year to its shirt sponsorship of Ajax with an option to extend until 2025.
January 8 – Tottenham Hotspur have unveiled a multi-year deal for their first sleeve sponsorship. Online car retail platform cinch will become the club’s Official Sleeve Partner, starting with this weekend’s matches.
January 4 – Jeep has renewed its shirt sponsorship with Italian giants Juventus in a €45 million-per-season, three-year deal running through to the end of the 2023-24 campaign.
December 21 – Premier League Everton have traded on their Colombian links of James Rodriguez and Yerry Mina with the club’s first sponsorship from the country.
December 3 – Sportswear and boot brand New Balance has expanded its partnerships in Japan with the addition of J-League club FC Tokyo in a multi-year sponsorship.
December 3 – Premier League returnees Fulham have agreed a one season deal credit scoring specialist ClearScore as an Official Principal Partner and Sleeve Sponsor.
November 30 – Premier League Leeds United have struck a two-year agreement with consumer electronics brand Hisense who will become an Official Partner of the club.
November 26 – Online trading platform CAPEX.com has become the Official Online Trading Partner of Juventus.
November 24 – The English FA have partnered with the Weetabix Food Company in a three-year deal that will begin in April 2021 and run through 2024 including the men’s Euro finals in 2021 and Women’s Euro in 2022 that will be hosted in England.
November 24 – The ban on betting sponsors in Spain hasn’t stopped clubs selling their overseas inventory with Espanyol having closed a sponsorship agreement in Asia with KTO.
November 16 – La Liga president Javier Tebas has again spoken out of the damage a ban on betting sponsorships will have on club and their ability to trade solvently, especially with the covid crisis preventing fans in stadia for what is likely to be until at least the end of the current season.
October 29 – Women’s Super League side Everton have announced new shirt and sleeve sponsors in time for the Women’s FA Cup Final on Sunday against Manchester City at Wembley.
October 28 – As Europe’s big football markets of the UK, Spain and Italy consider a re-regulation of their gambling rules, so the fast de-regulating US market is seeing a boom in the sports sponsorship opportunities from newly licensed betting operators.