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.
August 27 – Premier League champions Liverpool has expanded its partnership with Petro-Canada Lubricants to include parent company HollyFrontier.
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.
August 26 – Premier League Southampton have signed a one-year shirt sponsorship with cryptocurrency-based sports betting platform Sportsbet.io.
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.
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.
August 20 – Ligue 1’s AS Monaco have signed online bookmaker VBET as a partner in a two-year deal.
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.
August 19 – Despite the strong threat of LaLiga’s clubs being prevented earning sponsorship income from the gaming and betting sector, another club has announced an online gambler as its main shirt sponsor.
August 17 – Armenian football, which has been so plagued by match-fixing that it abandoned its second tier league, has announced a new sponsorship deal with online bookmaker brand VBET, owned by BetConstruct.
August 17 – Qatar Airways has added Tunisia’s Club Africain to its growing global sponsorship portfolio in a new 3-year deal.
August 17 – Confectionary business Mondelēz International has added a fourth Premier League club to its sponsorship roster, with its Cadbury brand becoming the Official Snacking Partner of Arsenal.
August 14 – Western Union have pulled out of their shirt five-year sleeve sponsorship with Premier League champions Liverpool with two seasons left on the deal.
August 12 – Serie A’s Atalanta, who face PSG in the quarter finals of the Champions League tonight, have unveiled Intesa Sanpaolo as a club sponsor and banking partner who lead on the financing of a €40 million stadium redevelopment.
August 12 – With doubts still remaining over whether LaLiga clubs will be able to take shirt sponsorship from betting brands, Betway has announced a new agreement with Real Betis, a record for the club.