August 16 – While their neighbours in Spain face a crackdown on betting sponsorship, the Portuguese are embracing online bookmaking clients with open arms. The latest is Benfica who have secured their first ever sleeve sponsorship with Betano.
June 23 – Aston Villa have landed China-based online betting firm OB Sports as their new sleeve sponsor for the 2021/22 season.
June 8 – Premier League returnees Norwich City will be arriving back in the top tier with a new shirt sponsor. Online betting brand BK8 Sports will be the club’s new principal partner in a one-season deal estimated at £4 million.
March 12 – Bayern Munich have extended their partnership with sports betting firm Tipico until 2025.
March 3 – Russian online bookmaker Fonbet has signed a long-term partnership with French giants Paris Saint-Germain to become the club’s official betting partner across Russia and the CIS region.
February 10 – The market for betting sponsorship of Italian clubs may be drying up domestically as gambling authorities move in with new rules, but the appetite for promotion in international markets is still there.
February 5 – Brazil’s Fluminense have agreed a sponsorship with online gaming operator Betmotion that will see its logo on the club’s shirt in what is described as a ‘chest seal’ (see picture).
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.
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.
October 2 – Inter Milan have unveiled digital gaming platform SDY Sports as its official online gaming partner in a two year deal.
September 25 – Premier League Everton who replaced online bookmaker SportPesa with online car sales site Cazoo as their shirt sponsor earlier this year, have now signed a new gaming sponsorship with Parimatch who become the club’s Official Betting Partner.
September 18 – Online gaming company Parimatch has stepped up its football sponsorship profile with a new deal with Italian giants Juventus.
September 17 – Online gaming company W88 has extended its sponsorship with Premier League Leicester City to the end of the current 2020/21 season. No value was given for the deal.
September 14 – Premier League Leicester City have agreed online betting firm Parimatch to become the club’s First Team Training Wear Partner and Betting Partner.
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.