Premier League

Through late 2018 and early 2019, Manchester United’s global betting partner brought in several players to attempt two football skills world records.

Long-time club sponsor Carlsberg celebrated the May 2019 anniversary of Liverpool going ‘all-red’ with a limited edition red-label red barley beer.

A digital campaign run by Manchester City, sponsor SAP and the Cityzens Giving programme, the activation ran from February to July 2019 and highlighted the fans who helped their communities thrive.

In 2018-19, the Rwanda Development Board activated its deal with Arsenal via a suite of efforts aimed at making tourism a key contributor to the country’s economy.

Expedia-owned Hotels.com activated its rights at Spurs during the 2018-19 season with a programme that spanned digital signage, perimeter LEDs, big screens and interior television both at the club’s temporary Wembley home and then its new stadium.

Marriott signed as Manchester United’s first official hotel partner primarily to promote awareness of its new Marriott Bonvoy Rewards brand.

In November 2019, eToro leveraged its six Premier League club sponsorships to promote the ‘Fan Financial Statement’, a report that showed how fans were – and weren't – getting value-for-money from their spending on football.

In December 2019, battery manufacturer Duracell became the first brand to sign-up to one of Chelsea’s trial, short-term partnerships.

International tyre manufacturer Davanti has renewed and expanded its multi-year global sponsorship with Premier League football club Everton

Premier League club Arsenal has recorded losses after taxation of £27.1m (€31.1m/$34.5m) in the 2018-19 financial year – the first overall loss recorded by the club since 2002.

Premier League club Liverpool’s commercial revenue was the fastest-growing income stream in the football club’s 2018-19 financial year, according to Liverpool’s latest annual report. I

Norwich City’s partnership with Visit Tampa Bay seeks to strengthen the proposition of Tampa Bay as a destination for UK holidaymakers.

Premier League club Everton will terminate its main shirt sponsor contract with Kenyan gambling brand SportPesa at the end of the 2019-20 season. The five-year deal, which was worth €10.8m ($11.6

Chelsea Football Club sourced its new main shirt sponsorship deal with the UK-telco Three from its in-house team, SportBusiness has learnt

Premier League Chelsea’s shirt sponsor, Yokohama Tyres, will step down from the lead sponsorship role next season – with the telecommunications brand Three announced as the new shirt partner.

Dan Haddad, head of commercial strategy at Octagon UK, looks at the potential upside for Liverpool in switching kit supplier rights from New Balance to Nike.