May 24 – Leicester City, who narrowly missed out on a Champions League spot, have scored what the clubs says is a record new shirt sponsorship with global online trading company FBS becoming the principal club partner.
May 21 – With lockdown easing and travel possibilities re-opening, accommodation search platform trivago has booked a sponsorship with Premier League Chelsea, becoming the club’s Official Training Wear Partner.
May 18 – Liverpool, energised in their pursuit of Champions League qualification by the drama of the added time winning header by goalkeeper Alisson on Monday night, have been given further fuel with a new partnership with global energy drink company, Predator Energy.
May 17 – Global payment and technology provider Mastercard is joining the National Women’s Soccer League as an official partner in a multi-year deal.
May 12 – Premier League Everton have signed fintech business Sokin as the club’s Official Global Payments Partner.
May 10 – While the sanctions issued by UEFA to the European Super League rebel clubs are being regarded by many, in the Premier League in particular, as nominal, Manchester United face a far more financially painful outcome with the loss of the club’s training kit sponsorship.
May 7 – Musician Ed Sheeran has become a shirt sponsor of Ipswich Town, once a powerhouse of the English game but in modern times a middling League one club.
May 6 – Scottish champions Rangers have renewed their shirt sponsorship with Kindred Group betting brand 32Red in what the club is saying is a record deal.
April 29 – Chinese consumer electronics company Hisense is returning as a World Cup sponsor for the Qatar 2022 edition, having debuted with FIFA in Russia in 2017 and 2018.
April 28 – Broadcaster Premier Sports has added the title sponsorship of the Scottish League Cup to its exclusive broadcast rights deal in an agreement that will run for at least two years and see the knockout competition renamed the Premier Sports Cup.
April 27 – MLS side FC Cincinnati has sold naming rights to their new $250 million stadium to Total Quality Logistics (TQL), a Cincinnati business.
April 14 – With the MLS season kicking off on Friday, the league has announced a five-year deal sponsorship with Procter & Gamble, reportedly worth $80-100 million.
April 13 – MLS side Inter Miami have secured a three-year stadium rights naming deal with US car retailer AutoNation. The agreement will also branding on first team training kits.
April 12 – Manchester City has added Middle Eastern e-commerce platform noon.com as a regional partner.
April 8 – Premier League Southampton have secured shirt sponsor Sportsbet.io for a further three years in what the club is describing as the biggest sponsorship in the club’s history.