English Premier League
EXCLUSIVE: Tottenham looking for new sleeve sponsor as another Cinch deal ends
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).
Crystal Palace signs ‘record’ Net88 deal as Cinch retraction continues
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.
Wolves end Castore deal, expected to switch to new Sudu brand
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 Pixel sees ‘spike in consideration’ through UK football deals
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.
‘My Fabric’ and ‘Unseen City Shirts’ – OKX and Manchester City
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.
EXCLUSIVE: BetMGM to replace Getir as Spurs training kit sponsor
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 secures training access rights in Liverpool renewal
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.
Guinness set to replace Budweiser in Premier League portfolio
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.
Quidd makes digital collectibles deal with Manchester City
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 seals ‘biggest ever shirt sponsorship’ with Betano
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.
Castore beefs up English football presence with Umbro sublicensing
SportBusiness understands Castore is positioned to take over all existing Umbro football kit contracts in the UK, with exclusive windows to become each club's kit supplier after their Umbro contracts expire.
EXCLUSIVE: Castrol won’t extend Premier League deal
Castrol has served notice that it won’t extend its sponsorship of the Premier League when it expires at the end of the current season.
PinDrop agency handed Newcastle United remit
PinDrop, the sports marketing agency founded by former Arsenal commercial executives Sean Thornley and Menino Pereira, is to help enhance the sponsorship research capabilities of Premier League side Newcastle United.
‘Sign with Fingers big and small’ – Cadbury and Chelsea FC
Cadbury used the renewal of its sponsorship deal with English Premier League club Chelsea to extend its ‘Sign with Fingers’ campaign, designed to support the UK’s deaf community.
Manchester United deal supports Wow Hydrate’s push into Mena and Europe
Wow Hydrate aims to use its sponsorship agreement with Manchester United to ‘elevate recognition’ among consumers and distributors and support its push into Mena and Europe, says managing director Queenie Porter.
BingX acquires Chelsea sleeve, training kit rights
Cryptocurrency exchange BingX has signed as Chelsea’s shirt sleeve sponsor for the rest of this season and as training kit sponsor next season.
EXCLUSIVE: Premier League seeks new beer sponsor as Budweiser exits
The Premier League is in the market for a new beer sponsor after AB InBev gave notice that its Budweiser brand will not extend its Official-Partner-level deal when it expires at the end of the current season.
Carlsberg extends record-breaking Liverpool deal in 10-year renewal
Carlsberg has extended its sponsorship agreement with Liverpool FC for ten more years, taking the longest-running sponsorship agreement in the Premier League into a fourth decade.