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The launch campaign for adidas’ 2019-20 Arsenal home kit focused on connecting the club’s global fan base to its North London home through themes of community, customs, language and inclusivity.

With sports statistics more readily available than ever, SAP’s ‘Who’s the Blue?’ campaign tested the knowledge of Manchester City fans through a global social media campaign.

Audi leveraged its Tottenham Hotspur partnership through a 2018-19 season social video series aimed at bringing to life the car company and club’s shared ‘dare to be different’ philosophy.

England’s Football Association has rolled the assets from three separate deals into its new deal with UK telco BT, which was agreed in June. 

Brighton and Hove Albion’s main shirt and stadium naming rights deal with payment services brand American Express is a club record.

1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global

Manchester United’s multi-year licensing and global partnership deal with Hawaiian sunglass brand Maui Jim reflects a new pricing and acquisition strategy for the club’s global partnerships. 

Several Premier League clubs have seen uplifts of 40 per cent or more in the value of their front-of-shirt rights going into the 2019-20 season, SportBusiness Sponsorship has learned.

Wolverhampton Wanderers has secured a significant increase in the value of its front-of-shirt rights, after striking a new deal with Asian-facing gambling platform ManBetX.

SportBusiness Sponsorship presents extensive research into partnerships at the four tennis Grand Slams – Wimbledon, Roland-Garros, the US Open and the Australian Open.

British sportswear brand Umbro has renewed its kit-supply agreements with Premier League clubs Everton and West Ham.

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.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

UK cashless payments brand tappit is paying between £1m (€1.1m/$1.3m) and £1.5m per season to partner with Premier League club Manchester City, according to industry sources.

Manchester City’s first esports partnership, with US gaming accessories brand Turtle Beach, is worth about £200,000 ($264,000/€233,500) per season, SportBusiness Sponsorship has learned.

UK bookmaker Coral will pay just over £500,000 ($646,000/€571,000) per season as the new title sponsor of the rugby league Challenge Cup.

Russian betting brand 1XBet is paying roughly the same for African betting partner rights at Tottenham Hotspur as the club’s two other Regional Betting Partners combined.

SportBusiness Sponsorship has conducted extensive research into partnerships across the top five leagues in European football, covering over two thousand deals