Adidas takes Benfica partnership into a third decade with six-year renewal
July 1 – Adidas have renewed their kit deal with Portuguese giants Benfica for a further six years, taking them through to the end of the 2026/27 season.
Sponsorship
eToro trades up with shirt sponsorship at Ligue 1’s AS Monaco
July 1 – Investment platform eToro has traded up at AS Monaco, moving from being a club partner to principal partner and taking the club’s main shirt sponsorship.
TikTok shirt deal gets a warm Hollywood welcome in Wrexham
June 30 – From Euro 2020 to Wrexham. TikTok has taken the shirt sponsorship of the Welsh side that plays in the fifth tier English National League but has become better known for attracting Hollywood A listers Rob McElhenney and Ryan Reynolds as owners.
Man City to showcase Expo 2020 Dubai and vice versa
June 28 – Manchester City, owned by the UAE’s City Football Group (CFG), has gone closer to home with its latest sponsorship. Expo 2020 Dubai has been designated the club’s Official Exhibition partner.
OL switch to electric with MG Motor France sleeve sponsorship
June 25 – French Ligue1 Olympique Lyonnais have signed MG Motor France as a major partner in a three-year deal starting with the 2021-22 season.
Carabao renews EFL Cup title sponsorship for another two years
June 24 – Thai energy drink Carabao has added another two years to its title sponsorship of the English Football League’s cup competition – the Carabao Cup – taking the partnership through to the end of the 2023-24 season.
Aston Villa armed for new season with OB Sports betting sponsorship
June 23 – Aston Villa have landed China-based online betting firm OB Sports as their new sleeve sponsor for the 2021/22 season.
Liverpool turn new page with Kodansha publishing deal
June 22 – Premier League Liverpool FC have a new global partner with Kodansha, becoming the club’s official Publication Partner.
UEFA warns of fines after Ronaldo’s removal of Coke bottle knocks $bns off market value
By Andrew Warshaw
June 18 – Teams at Euro 2020 have been warned about their contractual obligation to sponsors after both Cristiano Ronaldo and Paul Pogba removed official drinks bottles at press conferences.
Fan protest over ‘soft porn’ ads forces Norwich City to ditch £5m shirt sponsor BK8
June 14 – Norwich City fans have objected to the club’s new shirt sponsor BK8 forcing the club to drop its £5 million one year deal with the online bookmaker just five days after announcing the record deal.
SPFL signs record 5-year title sponsorship with car etailer cinch
June 10 – The Scottish Professional Football League (SPFL) has unveiled online used car marketplace cinch as its new title sponsor in a five-year deal it is saying is the biggest the SPFL’s history.
LATAM Airlines fly to rescue with Chilean sponsorship in time for Copa America
June 10 – With all the nervousness surrounding the staging of the Copa America in Brazil and the pull out of sponsors Mastercard and Ambev, support for the international game on the continent has been found via LATAM Airlines who have signed on as the official airline of the Chilean national soccer team.
Telecoms giant TIM renews with Serie A as brand flexes its Italian muscle
June 9 – Italy’s Serie A and telecoms giant TIM have extended their partnership with a new three-season deal, taking the sponsorship deal beyond the 25-year mark.
Sokin expands into France with first Ligue1 deal with AS Monaco
June 8 – Financial technology specialist Sokin has added Ligue1 club AS Monaco to its sponsorship roster in a three-year partnership.
Norwich City gear up for Premier League return with BK8 shirt sponsorship
June 8 – Premier League returnees Norwich City will be arriving back in the top tier with a new shirt sponsor. Online betting brand BK8 Sports will be the club’s new principal partner in a one-season deal estimated at £4 million.