July 17 – Liverpool have expanded their MG Motor sponsorship from a regional focus to seeing the car marque being given the moniker of Official Global Car Partner of Liverpool.
July 15 – Procter and Gamble brand Secret Deodorant is giving each member of the US World Cup winning squad $23,000 and its backing in their equal pay dispute with the US Soccer Federation.
July 12 – Premier League Southampton have renewed Utilita as the club’s Official Energy and Utilities Partner as well as adding Kuflink as the club’s new Official Peer to Peer Investment Partner.
July 11 – Mobile handset brand TECNO has extended its sponsorship of Manchester City that was first signed in December 2016.
July 10 – Following up on their 1XBet has announced a five-year sponsorship deal with FC Barcelona, 1XBet has unveiled a new multi-year partnership with Liverpool. No value or term for the Liverpool deal has been released.
July 10 – Major League Soccer has signed its first spirit sponsor with Captain Morgan becoming the league’s official spiced rum and exclusive spirits partner.
July 9 – Saudi-based broadcaster beoutQ has continued its theft of live broadcast rights, tacitly backed by the Kingdom of Saudi Arabia and more overtly backed by Arabsat. It has stolen all 36 group matches of CAF’s Total Africa Cup of Nations.
July 7 – With the Women’s World Cup ending in France with a win for the US, Budweiser has announced it is extending its women’s football sponsorship in a multi-year partnership with the National Women’s Soccer League (NWSL), the nine-team professional women’s league in the US.
July 5 – With online bookmakers and Spanish LaLiga clubs speed dating to sponsorships almost daily, 1xBet has announced a five-year sponsorship deal with FC Barcelona.
July 4 – Manchester United has initiated a two-pronged brand offensive in the Chinese market, annoucing an interactive ‘Experience centre’ which it will roll out across the country, as well as a dedicated Chinese language app.
July 4 – Liverpool FC Women will travel with Jurgen Klopp’s men’s team on their pre-season US tour for the first time later this month.
July 4 – Vodafone and Germany’s DFL are linking up to deliver 5G technology to a Bundesliga stadium for the first time and to launch a real time app that will speed up the delivery of match information to fans without buffering or non-connection issues.
July 4 – The Swiss-based digital sport sponsorship marketplace, Sponsor.Online, has unveiled France 1998 World Cup winner Christian Karembeu as a new investor and advisor to the company.
July 3 – Adidas UK were left hugely embarrassed when a social media gambit launching the new Arsenal kit backfired, leading to shirts being tweeted with racist and offensive slogans on the back.
July 3 – Japanese videogame maker Konami Digital Entertainment has signed a co-operation agreement with Manchester United for its eFootball PES 2020 game. The announcement follows news that Arsenal have extended their global partnership with Konami for a further three years, taking them through to June 2022.