July 20 – The cryptocurrency crash undoubtedly slowed the growth of blockchain-based sports marketing opportunities like Fan Tokens and NFTs but a new agreement between OneFootball and Italy’s Serie A is proof of life that the digital platforms could still come roaring back.
July 20 – Atletico Madrid have sold the naming rights to its Metropolitano stadium to Civitas in a 10-year deal.
July 20 – Premier League clubs look to be edging closer to agreement of voluntary restrictions on betting shirt sponsorship that they hope will satisfy UK regulators and prevent legislation banning betting and gaming sponsorship completely.
July 18 – UEFA has agreed a two-year global sponsorship with Chinese smartphone manufacturer OPPO, beginning with the start of the new season and ending with the 2024-24 rights cycle.
July 15 – Over 20,000 Everton fans have signed a petition calling on the club to drop its crypto casino betting sponsor.
July 15 – Leeds United have announced mobile e-commerce platform, Wish, as the club’s sleeve sponsor in a one year deal.
July 14 – Liverpool have extended their Standard Chartered Bank shirt sponsorship deal by four years.
July 14 – FC Schalke 04 have found a long term replacement for Gazprom as the club’s shirt sponsor, with online new car sales platform MeinAuto.de taking the position from the start of the new season.
July 13 – FIFA has unveiled two national sponsors for the finals of its three FIFAe events in Copenhagen, Denmark, that start this Friday (July 14) with FIFAe World Cup 2022, and run through to July 30.
July 13 – Iconic Italian leisurewear brand FILA is returning to football after a 20-year gap, agreeing a three-year technical sponsorship with Italian Serie C side LR Vicenza.
July 13 – The noise around club Fan Tokens has died down recently following the cryptocurrency crash and criticism of the low tradeable values of the tokens. It hasn’t, however, stopped Real Sociedad becoming the seventh LaLiga club on the socios.com platform.
July 12 – Banco Santander will end its title sponsorship of Spain’s LaLiga at the end of the 2022/23 season, with the two parties saying that they will instead “explore new ways of collaboration”.
July 11 – Brazilian club Botafogo has partnered with Blaze.bet, but the new shirt sponsor will have to wait a little longer for its exposure after a mix-up with shirts on Sunday in the match against Cuiaba.
July 11 – Cryptocurrency platform OKX has become the training kit partner of Manchester City in a one season deal. OKX last week was announced as the presenting partner of Man City’s Trophy Tour 2022.
July 9 – Europe’s giant clubs have generally stayed clear of big betting deals, tending to run them as partnerships buried within their digital offerings. Paris-Saint-Germain are the second club to break the mould following Man City’s announcement of a partnership with 8XBet.