English Premier League

Football

Dubai-based flag carrier Emirates has tied up Arsenal’s front-of-shirt rights for another five years until 2028 – the same end date as its current stadium naming-rights agreement with the North London clu…
Football

Premier League club Manchester United has renewed its principal partnership with kit supplier Adidas for a further 10 years until June 2035
Football

Newly promoted Premier League side Luton Town FC has announced a front-of-shirt sponsorship extension with pay-as-you-go energy supplier Utilita as the “biggest ever sponsorship deal in the club’s his…
Football

Crypto exchange OKX has upgraded to Manchester City sleeve sponsor, having opened itself up to meticulous due diligence at the start of the partnership.
Football

Premier League club Chelsea FC has dropped plans to sign a shirt sponsorship deal with online casino and betting brand Stake.com amid a backlash from fans
Football

Domestic and European champions Manchester City continue to upgrade some of the club's major sponsors ahead of the new season with beer partner Asahi trading up to the ‘Official Training Kit Partner’ rol…
Football

The Chelsea Supporters’ Trust (CST) has written an open letter to Chelsea FC owner Todd Boehly criticising the club’s proposed deal with online casino and betting company Stake.com
Football

Premier League club Chelsea is in discussions with Stake.com about a controversial front-of-shirt sponsorship deal after an agreement with a company from the crypto sector fell through at the last minute, SportBusiness can exclusively reveal.
Football

Newcastle United has finalised its front-of-shirt sponsorship with Saudi-owned event, retail and rights company Sela in a multi-year deal
Football

English Premier League club Wolverhampton Wanderers has secured a new sleeve sponsor for the 2023-24 season in the shape of online betting firm 6686 Sports and renewed with principal partner AstroPay,…
Football

Chinese home appliance group Midea has extended its global sponsorship with the newly crowned Premier League champions Manchester City
Multiple Sports

The UK government’s long-awaited white paper to ensure ‘gambling laws are fit for the digital age’ has imposed no definitive new limits on gambling company sponsorships in UK sport. T
Football

Premier League clubs have ‘bowed to the inevitable’ by collectively agreeing to withdraw gambling sponsorship from the front of clubs’ matchday shirts, starting after the end of the 2025-26 season.
Football

Former Real Madrid head of partnerships strategy Kendall Crean has been appointed as a new partnerships director at Manchester United, in a role previously known as a relationship director, reporting into…
Football

Australian trading platform Axi has extended its sponsorship deal with Premier League club Manchester City
Football

English Premier League football club Manchester City has signed its latest regional betting sponsor through a deal with SportyBet
Football

South Africa’s newly appointed minister of tourism, Patricia de Lille, has described the proposed sponsorship deal between SA Tourism and English Premier League club Tottenham Hotspur as “unlawful and…
Football

The Premier League's licensing deal with digital collectibles and fantasy game company Sorare is based on a minimum guarantee payment and a share of royalties. Matthew Glendinning takes a closer look at the mechanics of the deal.