Premier League
Nike extends kit deal with Brighton and Hove Albion
Premier League football club Brighton and Hove Albion has agreed a three-season extension to its kit partnership with US sportswear brand Nike
Sheffield United returns to Premier League with record USG deal
Newly-promoted Premier League club Sheffield United has secured a record, three-season shirt sponsorship deal with Australian multi-asset broker USG
Man City launches group-wide partnership with YuYuan Art
Premier League football club Manchester City has signed a new partnership with China’s YuYuan Art Investment Group, based in Shenzhen.
Watford unveils ‘record’ front-of-shirt deal with Sportsbet.io
Premier League football club Watford has signed a new front-of-shirt partnership with Sportsbet.io.
In an official statement, Watford said the deal is the largest sponsorship in the club’s history.
Aston Villa signs BR88 as first sleeve sponsor
Newly-promoted Premier League club Aston Villa has signed its first ever shirt sleeve deal with Asian betting and gaming brand BR88
VAR sponsorship not on the agenda for Premier League
SportBusiness Sponsorship understands that the English Premier League currently has no plans to commercialise its use of Video Assistant Referee (VAR) technology when it is introduced next season
Wolves end W88 deal, seal record shirt sponsorship with ManBetX
English Premier League football club Wolverhampton Wanderers has signed a record sponsorship deal with ManBetX
LoveBet enters Premier League with Burnley shirt deal
English Premier League football club Burnley has signed Asian betting brand LoveBet as its new main sponsor.
The three-season deal will run from 2019-20 to 2021-22
Man City connects with Chinese spirits brand JNC
Premier League club Manchester City has signed a new partnership with Chinese spirits brand JNC.
Under the multi-year global deal, JNC will become the club’s Official Baijiu Partner worldwide.
Umbro retains key partnerships with Everton, West Ham
British sportswear brand Umbro has renewed its kit-supply agreements with Premier League clubs Everton and West Ham.
Betway renews with West Ham, breaks its own record partnership fee
Global sportsbook and casino brand Betway has paid a new record fee to extend its partnership with Premier League club West Ham
Liverpool extends record-breaking, 27-year partnership with Carlsberg
Premier League club Liverpool has extended its record-breaking partnership with Danish beer brand Carlsberg
Manchester United still the leading sponsorship platform in English football, says new report
Manchester United is still the leading sponsorship platform in English football, according to a new report from sponsorship analytics firm DataPOWA
AXA upgrades to Liverpool training kit partner
The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.
Doubts raised over Southampton’s ‘record’ shirt deal with LD Sports
Industry experts have questioned Southamption's new “record” shirt deal with Chinese brand LD Sports, which was officially announced on Monday as the “biggest sponsorship deal in the club’s history”.
But L
Southampton signs new Chinese media entity as main sponsor
English Premier League football club Southampton has announced a record sponsorship deal which will make LD Sports, a new sports content, marketing and entertainment platform for the Chinese market, its…
Virgin Media downgrades Saints shirt partnership
UK telco Virgin Media has dropped its front-of-shirt asset at Premier League club Southampton, retaining only the shirt sleeve asset in its latest renewal
GVC calls for gambling sector ban on shirt deals in UK football
Global sports-betting and gaming group GVC Holdings has called for a ban on gambling company shirt sponsorships and perimeter advertising in UK football