July 7 – In a bid to wean its clubs off betting sponsors as the club’s main partners, the Premier League has asked clubs to voluntarily support phasing out shirt sponsorship over a three-year period.
July 5 – Manchester City has teamed up with gambling platform 8XBet as a regional sponsor in Asia.
July 3 – In a controversial move, Antwerp have signed up BetFIRST as their new, headline sponsor despite the Belgian authorities’ intention to outlaw betting ads by 2025.
July 4 – Inter Milan has agreed a deal with video gamemaker Konami that will see it become the club’s Global Football Videogame Partner, as well as being designated Youth Development Centre Partner and Training Kit Back Partner.
July 1 – With beIN Sports pulling out of the bids for Serie A broadcast rights, the Italian league and its chief executive Luigi De Servio has awarded the rights to Abu Dhabi Media group in a deal that is less than beIN were offering before they pulled out.
By Paul Nicholson
June 30 – Just as Serie A looked to have repaired bridges with beIN Sports for its broadcast rights in the Middle East and Africa, the league’s chief executive Luigi De Servio has surprisingly cast doubts on a potential deal brokered by AS Roma that could bring the league and the broadcaster back into alignment.
June 30 – Sunderland, better known these days for the club’s Netflix documentary than its football performances, has named betting firm Spreadex as its main shirt sponsor in a three-season deal ending in the summer of 2025.
June 29 – In a move that will only further fuel criticism of PSG’s reliance on Qatar-ownership related sponsorship deals, Qatar Airways has been confirmed as the club’s new shirt sponsor in a multi-year deal.
June 29 – Serie A champions AC Milan have agreed a long term extension with kit supplier Puma in what is being described as one of the biggest partnerships the club has ever signed.
June 29 – Newcastle United have confirmed Saudi Arabian-based online retailer noon.com as the club’s sleeve partner in a one-season 2022/23 deal.
June 28 – Bournemouth, back in the Premier League after two seasons in the Championship, have unveiled online bookmaker Dafabet as the club’s principal partner and front-of-shirt sponsor.
June 27 – A sponsorship report looking at partnerships across the Big 5 European leagues has tracked more than 7,000 brands and 9,000 deals over the 2021-22 season with construction sector being the most active sponsorship category for the third consecutive season.
June 24 – After a fraught, and often bitterly chaotic, broadcast rights tender process in Turkey, beIN SPORTS has agreed a two-year deal as the exclusive domestic broadcaster of the Turkish Süper Lig in Turkey.
June 24 – Spanish brewer Mahou San Miguel has agreed a five-season global sponsorship with LaLiga, expanding a relationship with the league that will now span 10 years.
June 23 – The trend to longer term broadcast deals and away from three-year licensing agreements has been re-emphsised in Spain.