Premier League
Europe’s top-four leagues to generate €575m in commercial income this season
SportBusiness Sponsorship's 2024 European Leagues Data Snapshot examines the sponsorship portfolios of Europe's top four professional football leagues.
Arsenal signs MG Motor in rare Premier League car sector deal
MG Motor UK has announced a multi-year sponsorship with Arsenal that will see the UK car manufacturer become the Premier League club’s ‘Official Automotive Partner’.
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Kellogg’s grows football presence with Manchester City sponsorship
Breakfast cereal brand Kellogg’s has added Premier League champion Manchester City to its growing sponsorship roster in football.
EMW Global brokers Arsenal tyre deal for ZC Rubber
Chinese tyre manufacturer ZC Rubber has signed with Arsenal as the club’s ‘Official Global Tyre Partner’ in a deal brokered by the EMW Global agency.
Why have the London Stadium’s naming rights taken so long to sell?
Allianz appears poised to take on the naming rights to the London Stadium, home ground of West Ham United and former main stadium of the London 2012 Olympics. SportBusiness Sponsorship asks four sponsorship professionals why the asset has taken so long to sell.
UK brand Wow Hydrate seeks global push with Man United deal
UK-based sports and fitness drinks company Wow Hydrate has signed as a global sponsor of Premier League club Manchester United to build up its international profile
Infinite Athlete passes compliance test to seal Chelsea shirt deal
Technology company Infinite Athlete has been ratified by the Premier League as Chelsea’s new main shirt sponsor in a one-season deal, having satisfied the league’s compliance criteria.
Sorare launches 3D digital cards for 2023-24 Premier League season
Digital collectibles company Sorare has launched a new set of 3D digital football cards for its Premier League collection, an upgrade on the standard 2D cards rolled out during the inaugural 2022-23 season
Betway takes over global betting partner position at Arsenal
Betway has become the ‘Official Global Betting Partner’ of the Arsenal men’s team in the latest betting sector move among English Premier League clubs this season.
Fico enrolled as primary sponsor of Chelsea’s pre-season US tour
Chelsea has announced a sponsorship agreement with analytics software company Fico, which becomes the the 'Primary Official Partner' of the Premier League club’s 2023-24 pre-season tour.
Arsenal agrees deal with Web3 platform LABS Group
English Premier League club Arsenal has agreed a new sponsorship deal with LABS Group, a Web3 platform which is seeking to make real estate accessible for everyone
Bournemouth cashes in on Premier League spot with Dafabet deal
Newly-promoted Premier League club AFC Bournemouth has named betting operator Dafabet as its new principal partner and front-of-shirt sponsor
Market opens on Liverpool’s main shirt deal as crypto firms circle
Brands from multiple sectors, including cryptocurrency-based companies, and agency representatives have contacted Liverpool about the club's main shirt position currently held by international banking…
DraftKings makes Premier League play with Norwich City sponsorship
English football club Norwich City has signed US gaming company DraftKings as the team’s official fantasy sports partner for the remainder of the 2021-22 season.
EPL clubs free Newcastle to make Saudi sponsorships, but insist on ‘fair value’ rules
Saudi-owned English Premier League club Newcastle United has been given the green light to sign up sponsors from the kingdom on condition that the club adheres to new league rules on owner-related deals
Where We Belong (Meet Len) – adidas & Arsenal
In August 2021, ahead of the start of the Premier League season, adidas and Arsenal FC launched the team’s third strip through a mockumentary featuring fictional Gunners super fan ‘Len’.
Trade for More – Libertex & Tottenham Hotspur
After partnering with Spurs for the 2020-21 season, forex trading platform Libertex launched the tie-up with a digital-first activation offering club-related experiences and merchandise.
Coaching Corner – AIA & Tottenham Hotspur
Running through the post-lockdown restart of the 2019-20 Premier League season, Spurs primary partner AIA pivoted its fan engagement activities to a 360° virtual stadium experience.