August 12 – LaLiga has tied up a partnership with KORE Software to enhance is sponsorship strategy and measure its commercial performance as it looks to grow its international revenue streams.
August 11 – Expedia Group has extended its Champions League partnership with UEFA in a one-season deal for 2021/22.
August 11 – Online bookmaker bwin has unveiled a raft of new football sponsorships for the new season including deals with five German Bundesliga teams as well as the naming rights sponsorship of the Portuguese league.
August 10 – Wolfsburg and Chinese battery manufacturer BAK Battery have teamed up in a bid to develop a more climate-friendly club policy over the next few years.
August 10 – Premier League Chelsea have agreed a three-year partnership with online sports and entertainment gaming platform Parimatch Tech.
August 10 – German-based digital investment platform NAGA has taken the shirt front sponsorship of LaLiga’s Sevilla in a three-year deal starting this season. Seville have qualified for the Champions League.
August 9 – Kumho Tyre has extended its sponsorship of German Bundesliga’s Bayer 04 Leverkusen, including its sleeve patch sponsorship for the DFB-Pokal which kicked off last weekend with Bayer beating Locomotive Leipzig 3-0.
August 9 – With the Dutch set to open up online gambling in the country from October 1, the state-run betting and gaming business Holland Casino has signed a deal four-year sponsorship deal with the top tier Eredivisie, second tier Keuken Kampioen Division and its broadcast partner ESPN.
August 6 – In Romania, local gambling brands have been the traditional sponsors of football clubs. The players’ shirts routinely bear brands that encourage fans to bet and play slots online.
August 6 – Premier League Tottenham Hotspur have agreed a three-year partnership with Getir, the ‘ultrafast’ grocery delivery service. Getir will be an Official Global Partner.
August 6 – Leeds United have become the fourth Premier League club to join the Socios.com blockchain-based Fan Token platform.
August 6 – Serie A’s Fiorentina have issued their first blockchain-based merchandise with the limited edition digital NFT offer of 95 new jerseys, matching the 95 years of the club.
August 6 – In perhaps what is the ultimate display of marketing and advertising solidarity within local communities, the English Football League (EFL) has announced a new three-year partnership with eBay that will see the online marketplace donate advertising space at EFL grounds to small businesses.
August 5 – FC Barcelona and Allianz have renewed their partnership, which has been expanded into a global campaign and will run until 2024.
August 5 – Turkish blockchain technology company Bitci.com have expanded their Fan Token base in Spain with a deal with LaLiga’s Deportivo Alavés that includes a three-year brand advertising package.