Kumho re-treads Spurs sponsorship in long-term deal
July 26 – Kumho Tyre has agreed a long-term extension to its Official Tyre Partner status with Premier League Tottenham Hotspur which began in 2016.
Sponsorship
Stake.com to pay for record Watford shirt deal by crypto
July 23 – Premier League Watford, returning to the top flight after just a year in the Championship, have signed a record multi-year partnership with crypto casino and sports betting platform Stake.com.
Spreadex makes Premier League sponsorship debut with Burnley
July 21 – Premier League club Burnley FC has named spread betting firm Spreadex as the its new principal front-of-shirt sponsor.
Brentford sell sleeve patch to SafetyCulture; shirt front and stadium naming deals in works
July 16 – Premier League newcomers Brentford have announced SafetyCultureas the club’s first sleeve sponsor in an initial two-season deal.
Crypto-based Socios.com takes naming rights to Argentina’s top flight Torneo
July 16 – The Argentina Football Association (AFA) have sold the naming rights to their top tier league to their crypto fan token partner Socios.com. The one-year deal will see the league renamed the Torneo Socios.com.
Lenovo take back of Inter shirt
July 16 – Inter Milan’s technology partner Lenovo has expanded its relationship with the club to become its back-of-shirt sponsor in a reported #3 million a year deal.
Astropay return to Burnley with sleeve patch in one season-deal
July 15 – Astropay has taken over the sleeve sponsorship of Premier League Burnley’s shirt for the 2021/2022 season, and becoming the clubs Official Payment Solutions Partner.
Grifols becomes signs 4-year sponsorship with UEFA Women’s Football
July 15 – UEFA Women’s Football has added medicines producer Grifols as its exclusive healthcare company partner in a four-year deal.
AS Monaco expand in Asia with two-season AYX deal
July 12 – French Ligue 1 club AS Monaco – which has been targeting an expansion of its regional marketing partnership base – has signed a two year deal with AYX, a sports data and entertainment company, to be the club’s regional partner in Asia.
JD take Norwich City sleeve patch for Premier League return season
July 9 – Premier League Norwich City, who in the last 10 days have announced Lotus as their new shirt sponsor and Joma as their new kit supplier, have now added sports and leisure retailer JD as their shirt sleeve partner for the 2021-22 season.
AS Roma gear up with Hyundai logo on shirt back
July 7 – AS Roma and Hyundai Motor have extended their partnership with the car manufacture becoming the club’s main global partner for next season.
Qatar Airways lands on Concacaf in time for Gold Cup and 60th anniversary celebrations
July 7 – Concacaf are building on their links with Qatar with Qatar Airways committing to a confederation-wide partnership that sees the carrier becoming the Official Airline of the 2021 Concacaf Gold Cup that completed its final preliminary qualifying rounds last night in Fort Lauderdale, Florida.
Joma takes over at Norwich with record kit deal
July 6 – Norwich City, who have bounced back to the Premier League after a season in the English Championship, have unveiled Joma as the club’s new technical kit partner, in what the club says is a record-breaking sponsorship deal, believed to be worth £5 million a season.
Online bookie VBET takes title sponsorship of Ukrainian Premier League
July 6 – Ukraine, whose national team had a strong run in Euro 2020 to the quarter finals, has sold the title sponsorship to its top tier Ukrainian Premier League (UPL) to online bookmaker VBET.
Castore go after the Toon Army with Newcastle United kit deal
July 5 – Sportswear challenger brand Castore have signed their second Premier League club in Newcastle United, taking the kit supply deal for the north east England club off Puma in a deal believed to worth at least £5 million a year.