July 19 – Liverpool’s women’s team, currently on tour with the men in the US, has announced tour sponsor Joie as their principal partner as well Standard Chartered as their main shirt sponsor.
July 19 – Serie A’s AS Roma is to launch club fan tokens via the Socios.com blockchain-based platform, joining Juventus, PSG and West Ham who already have tradeable fan tokens.
July 18 – Manchester City has launched its own streaming service, Man City for TV, for fans globally with a free month’s trial before pricing goes to £1.99 per month.
July 18 – Irish fans of the English Premier League who rely on illegal internet streams to watch matches may soon no longer have access.
July 17 – Liverpool has entered into two new game partnerships, one with partnered with the EA Sports’ FIFA video game franchise which will become the club’s Official Football Simulation Game Partner and another with video gaming platform Roblox.
July 17 – British public broadcaster BBC has secured the broadcasting rights for the 2021 UEFA Women’s European Championship, which England will host.
July 17 – Liverpool have expanded their MG Motor sponsorship from a regional focus to seeing the car marque being given the moniker of Official Global Car Partner of Liverpool.
July 15 – Procter and Gamble brand Secret Deodorant is giving each member of the US World Cup winning squad $23,000 and its backing in their equal pay dispute with the US Soccer Federation.
July 12 – Premier League Southampton have renewed Utilita as the club’s Official Energy and Utilities Partner as well as adding Kuflink as the club’s new Official Peer to Peer Investment Partner.
July 11 – Mobile handset brand TECNO has extended its sponsorship of Manchester City that was first signed in December 2016.
July 10 – Following up on their 1XBet has announced a five-year sponsorship deal with FC Barcelona, 1XBet has unveiled a new multi-year partnership with Liverpool. No value or term for the Liverpool deal has been released.
July 10 – Major League Soccer has signed its first spirit sponsor with Captain Morgan becoming the league’s official spiced rum and exclusive spirits partner.
July 9 – Saudi-based broadcaster beoutQ has continued its theft of live broadcast rights, tacitly backed by the Kingdom of Saudi Arabia and more overtly backed by Arabsat. It has stolen all 36 group matches of CAF’s Total Africa Cup of Nations.
July 7 – With the Women’s World Cup ending in France with a win for the US, Budweiser has announced it is extending its women’s football sponsorship in a multi-year partnership with the National Women’s Soccer League (NWSL), the nine-team professional women’s league in the US.
July 5 – With online bookmakers and Spanish LaLiga clubs speed dating to sponsorships almost daily, 1xBet has announced a five-year sponsorship deal with FC Barcelona.