English Premier League (EPL)

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

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.

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.

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.

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

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.

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’.

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.

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.

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.

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.

Through the 2020-21 Premier League season, Tottenham main partner AIA ran a ‘Player Of The Month’ campaign based around a bespoke website and voting mechanic with the aim of driving awareness, collecting data and driving sales.

In October 2021, Chelsea official tyre partner Yokohama teamed up with 90min to showcase the brand’s fun side with a prank-style viral featuring Timo Werner, Mason Mount and Jorginho.

At the start of the new 2021-22 Premier League season, Socios.com and Everton ran a campaign to promote the first $EFC Fan Token Offering, which led to all 500,000 digital tokens selling out in just four minutes.

Reigning English Premier League champions Manchester City have unveiled Expo 2020 Dubai as the club’s new training kit partner.

The UK government's review of its gambling law is likely to result in an outright ban on sponsorships by so-called ‘white label’ betting brands from overseas markets, particularly in Asia.

English Premier League club Arsenal has renewed its shirt sleeve sponsorship deal with ‘Visit Rwanda’, the promotional message of the east African country’s tourist board. Sp

English Premier League club Tottenham Hotspur has signed a three-year global sponsorship deal with on-demand grocery delivery brand Getir