English Premier League

Adrian Filby, the long-standing commercial director at Scottish Premiership club Celtic, has joined English Premier League outfit Aston Villa as chief commercial officer.

Barclays has finally announced an extension to its title sponsorship agreement with the Women’s Super League and its long-running association with the Premier League.

Qualcomm Technologies has registered a vote of confidence in Manchester United’s future by triggering an option to extend its Snapdragon brand’s main shirt sponsorship one year ahead of schedule.

EA Sports needs to agree deals with just four further teams to control the video game licensing rights to all 20 clubs in the Italian top flight.

Premier League pair Southampton FC and Tottenham Hotspur have turned to the cryptocurrency sector to fill key shirt sponsorship voids for the new season

BetMGM has made its biggest sponsorship move in the UK market to date with the acquisition of training wear rights at Tottenham Hotspur, a deal that confers exclusivity in the betting category.

Tottenham Hotspur is in the market for a new sleeve sponsor after online car retailer Cinch opted not to extend its deal with the club, continuing a retrenchment that has also seen the brand decide on an early exit from its five-year title deal with the Scottish Professional Football League (SPFL).

Premier League side Crystal Palace has signed a ‘record’ two-year deal with Asian betting firm Net88, opting to continue to make hay from the sector before a league-wide ban on betting sponsorships comes into force at the end of the 2025-26 season.

Wolverhampton Wanderers have chosen not to renew their deal with Castore and are expected to embark on a kit supply relationship with a new UK-based brand trademarked by the club’s Chinese owners, Fosun Sports Group.

Google marketing executive Eileen Mannion explains how a Liverpool goal celebration inspired a social media frenzy for the company's Google Pixel mobile phone brand.

OKX launched limited-edition Manchester City shirts as digital collectibles and created an episodic content campaign featuring the club's players to grow understanding of its offering.

BetMGM is set to take over the ‘Official Training Wear Partner’ rights at Premier League club Tottenham Hotspur from next season, SportBusiness can exclusively reveal.

AXA has secured pitch-side access to club training sessions as part of a four-year sponsorship renewal with Liverpool FC’s men’s and women’s teams.

Diageo-owned beer brand Guinness is set to take over the Premier League’s beer category rights from the departing incumbent - AB InBev’s Budweiser – after this season.

Premier League club Manchester City has signed a multi-year ‘Official Partner’ agreement with Quidd, a subsidiary of Hong Kong software developer Animoca Brands.

Aston Villa is set to announce the biggest shirt sponsorship deal in its history, having agreed a two-year contract with Greek betting platform Betano.