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.
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.
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.
September 7 – FIFA’s top ranked national team Belgium have renewed their kit partnership with Adidas, taking them through to 2026.
September 7 – Chocolate brand Cadbury has added a fourth Premier League club to its sponsorship roster, becoming Liverpool’s first Official Global Chocolate Partner.
September 4 – Brazil’s Corinthians have taken a significant step towards paying off the $98 million debt of its stadium development with a the signing of a naming rights deal.
August 28 – The Premier League is coming under government pressure to make more live games available to fans while stadia remain closed.
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 – The English Football League (EFL) has agreed a streaming deal for non-TV matches with its anchor UK broadcaster Sky Sports to give fans access to games while stadium attendance is restricted during the Covid-19 crisis.
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 21 – Free-to-air broadcast matches will not take place routinely when the new English Premier League season begins, giving rise to concerns over how fans – especially season ticket holders – can watch games.