August 11 – Newly promoted Leeds United, back in the Premier League after a 16-year absence, have unveiled online betting brand SBOTOP as the club’s new shirt sponsor.
August 11 – AC Milan Women, who are ploughing their own sponsorship furrow separate to their men’s team, have announced Italian bank Banco BPM as their new shirt sponsor.
August 10 – Paris Saint Germain, one of the wealthiest clubs in world football, have signed a multi-year sponsorship deal with Chinese consumer electronics and home appliances company Hisense.
March 6 – LaLiga’s Sevilla have extended their kit supply deal with Nike for another year, taking them to the end of the 2021-22 season.
August 5 – Belgium’s professional game, settling down to a new format following a summer of political and legal chaos, has positive news to report with bookmaker bwin being confirmed as its new betting partner.
August 5 – The total value of sponsorship across the big five football leagues in 2020 is now more than €3.3bn annually, according to a report by KPMG Football Benchmark.
August 4 – Crystal Palace FC have replaced one betting firm with another as the club’s main shirt sponsor. Online gaming brand W88 will take over from ManBetX for next season.
August 3 – Heineken has signed a new sponsorship with UEFA for the Europa League that will begin with the resumption of the competition this week and run through to June 2024.
July 28 – AC Milan have held on to their main shirt sponsor Emirates airline in a three-year deal that will see them take a reported annual €4 million cut in the sponsorship fee.
July 27 – Leicester City have announced a one-season partnership with Tourism Authority of Thailand to launch the ‘Thailand Smiles With You’ campaign and promote the country as a tourist destination as it recovers from the effects of the pandemic.
July 22 – Globalisation and digital media have rapidly changed the market for top tier football sponsorship. That market is now being challenged again by the coronavirus pandemic.
July 22 – Leeds United, back in the English top flight for the first time in 16 years next season, have announced a “record-breaking” official kit partnership with Adidas.
July 16 – Real Madrid will have a new official bank from the start of the 2020/21 season. An agreement with Liberbank will see the financial institution take over from Caixabank.
July 13 – Inter Milan have announced their first sleeve sponsorship with Australia-based currency broker IC Markets, an online provider of FX services and ECN trading capabilities.
July 9 – After a one-season separation, Juventus and Cygames are back together with the Japanese video game developer taking the Italian champions’ back-of-shirt position.