English Premier League (EPL)

Football

Tourism board Experience Kissimmee identified a sleeve sponsorship deal with Brighton & Hove Albion as the ideal way to re-enter the Premier League sponsorship market after UK visitors to the Florida city helped to deliver record travel tax revenues. 
Football

Betano is using its front-of-shirt deal with Aston Villa to support its launch in the UK. Matthew Glendinning speaks to Julio Iglesias Hernando, chief commercial officer for the betting firm, and Villa's president of business operations, Chris Heck.
Football

Liverpool FC commercial director Ben Latty describes how the club will work with new sponsor, global shipping and logistics specialist UPS, to enhance its retail and e-commerce operations.
Football

Arsenal’s chief commercial officer Juliet Slot says she is putting brand development and the acquisition of first-party fan data at the heart of efforts to double the club’s secondary sponsor income in the next three years.
Football

Infinite Athlete chief executive Charlie Ebersol says the technology brand has seen an immediate benefit from its front-of-shirt sponsorship deal with Chelsea FC.
Football

Mid-to-lower tier Premier League clubs expect the value of their main shirt partnerships to drop by between 33 and 50 per cent after the ban on front-of-shirt betting deals comes into play, but believe much of the lost revenue will be recouped by a more than doubling of shirt sleeve sponsorship revenue.
Football

Luton Town CEO Gary Sweet believes the club's decision to forgo sponsors from the gambling industry is costing it between £2m and £3m this season in lost income, but he says it has no intention to reverse the stance.
Football

Everton secured the most lucrative sleeve sponsorship agreement in its history when it sealed a deal with controversial streaming platform Kick in early August.
Football

Gambling platform BK8 fulfilled its long-term aim of becoming a front-of-shirt sponsor of a Premier League club when an agreement with Aston Villa was announced in June. Matthew Williams examines the deal in greater detail and speaks to the brand's European managing director, Michael Gatt about the reaction from fans.
Football

Unilever-owned deodorant brand Rexona uses its sponsorship deals with Premier League sides Manchester City and Chelsea FC to connect with male audiences and to amplify its grassroots sports initiatives. Ben Cronin speaks to global senior brand development manager Emily White-Heath.
Football

Liverpool Football Club’s sleeve sponsorship renewal with Expedia is worth significantly more than the travel provider’s previous agreement but still fell short of the club’s expectations. Matthew Williams reports.
Multiple Sports

Aim Sport and Supponor in bitter legal dispute with millions at stake Switch to software-based service should remove gremlins plaguing digital replacement technology
Football

Launched in January through a three-month, multi-channel campaign spanning bespoke a white kit, a video series, social content, celebrity champions, charity support and on-ground projects, Arsenal and Adidas’ ‘No More Red’ is a multi-year integrated initiative aimed at tackling knife crime in London.
Football

In the last week of November 2021, rapid grocery delivery firm Zapp leveraged its Chelsea partnership to support its first UK television commercial – a player skills challenge called ‘Blue Always Delivers’.
Football

United shirt sponsor TeamViewer recognised some of the pandemic ‘Frontline Heroes’ through a digital-first contest delivering VIP days out at the December 2021 match v Arsenal.
Football

A team of Spurs ambassadors fronted Getir’s January 2022 campaign, which used social spots to encourage fans watching live matches to order from the rapid grocery delivery app.
Football

Through October and November 2021, Australian forex broker Axi used is Manchester City rights to fuel quiz content aimed at bringing fans into its sales funnel.
Football

Activating its Norwich City partnership in 2020-21, men’s makeup brand War Paint for Men worked with current and former Norwich players on a long-form video series that aimed to support positive conversations around men’s mental health on and off the pitch.