August 29 – Ahead of a re-regulation of UK gambling sponsorship laws, Premier League Aston Villa have announced Asian online gaming brand Kaiyun as Official Principal Partner and Official Sleeve Partner.
August 24 – Major League Soccer (MLS) has agreed a multi-year agreement with EA Sports that will see them extend their partnership beyond the end of the FIFA23 video game license that ends this year before the game is renamed EA Sports FC.
August 23 – Sports streaming service DAZN, which has built a base worldwide of about 4 million subscribers on a sports output underpinned by football, is venturing into the sports betting business.
August 22 – LaLiga has become the exclusive commercial agent of Spain’s Professional Women’s Football League (LPFF) in a five-year deal.
August 22 – Chinese household appliances and consumer electronics manufacturer Hisense has signed a three-season partnership with Serie A’s Chinese-owned Inter Milan.
August 22 – Paramount and CBS have struck a record six-year $1.5 billion deal with UEFA for the US broadcast rights to the Champions League, Europe’s premier club competition.
August 22 – City Football Group-owned Mumbai FC have circumvented Indian regulations on betting advertising with a new shirt sponsorship with Stake News, an affiliate of crypto casino operator Stake.com that uses the same branding.
August 22 – Premier League table toppers Arsenal have extended their partnership with Konami Digital Entertainment in what the club is saying is a “long-term partnership from the 2023/23 season onwards”.
August 19 – Fan token specialist Socios.com has secured regulatory approval as a service provider of virtual currencies and digital wallets for its fan engagement and rewards platform in Italy.
August 19 – Juventus have renewed cryto trading platform Bitget as the club’s sleeve sponsor for a second season.
August 19 – Premier League Liverpool and Nivea Men have another three years to their sponsor partnership that began in 2015.
August 18 – LA Galaxy have agreed a “multi-year renewal” of their Herbalife Nutrition shirt sponsorship, the longest running main partner deal in the MLS.
August 17 – beIN Sport has renewed rights to the English Football League’s (EFL) three divisions, play-offs and Cup competition in a two-season deal.
August 17 – Sports leisurewear brand JD Sports is taking its first sponsorship steps in Spanish football, becoming the sleeve sponsor of LaLiga’s Real Valladolid.
