English Premier League

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.

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.

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, 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.

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.

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.

Cryptocurrency exchange BingX has signed as Chelsea’s shirt sleeve sponsor for the rest of this season and as training kit sponsor next season.

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 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.