Football

Newly-promoted Premier League club Sheffield United has secured a record, three-season shirt sponsorship deal with Australian multi-asset broker USG

French multinational chemicals group Arkema has signed as the first naming rights partner of Division 1 Féminine, France’s top-flight women’s football league. Th

Italian logistics brand Mail Boxes Etc. has extended its partnership with LaLiga for two more years. Under the deal, Mail Boxes Etc

English Championship football club Millwall has agreed a deal for Swedish chocolate company Huski Chocolate to become its new principal partner

US sportswear giant Nike has signed a four-year technical sponsor agreement with newly-promoted LaLiga club Granada

Hager Group has expanded its partnership with French Ligue 1 football club RC Strasbourg by agreeing to be its shirt sponsor during the 2019-20 Uefa Europa League competition

Sports betting company Tipwin has agreed a three-year extension to its partnership with German Bundesliga football club Bayer 04 Leverkusen

Austrian online sportsbook and casino brand Bwin is closing in on a new front-of-shirt deal with LaLiga club Valencia, according to reports

Japanese men’s skincare brand Bulk Homme has signed up as a regional sponsor of French Ligue 1 football club Paris Saint-Germain in Asia.

US logistics brand FedEx signed a four-year multi-tournament sponsorship deal with European football’s governing body Uefa to enhance its visibility in European markets.

Italy’s top-tier clubs are set to lose millions of euros per season in sponsorship revenues from next season due to the government ban on betting advertising, which comes into force next month.

Spanish bank Santander has extended its LaLiga title sponsorship by one season – 2020-21 – at a similar fee, SportBusiness Sponsorship has learned. The deal was signed in March.

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

The Boulanger retail group has upgraded its partnership with Ligue 1 club Lille OSC from shirt sleeve sponsor to Principal Partner

Premier League football club Manchester City has signed a new partnership with China’s YuYuan Art Investment Group, based in Shenzhen.

Uefa, European football’s governing body, is yet to finalise sponsorship plans for its newly-launched OTT platform, Uefa.t

Bundesliga club SV Werder Bremen has signed a new €30m ($33.7m) naming rights deal with real estate development brand Wohninvest.

Italian sportswear brand Kappa has signed a multi-year deal as the new technical sponsor for Italian Serie A club Genoa. Under the deal, the Kappa brand will be worn by all Genoa’s teams.

Newly-promoted German Bundesliga football club SC Paderborn has extended its partnership with sportswear manufacturer Sport-Saller. The new five-season deal will run until the end of the 2024-25 season

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.

Major League Soccer's Houston Dynamo and the Houston Dash of the National Women's Soccer League will now play in the BBVA Stadium following the venue's name change

Major League Soccer has extended its partnership with Atlanta-based home improvement retailer Home Depot through the 2022 season

Newly-promoted Premier League club Aston Villa has signed its first ever shirt sleeve deal with Asian betting and gaming brand BR88

The German Football Association (DFB) has extended its partnership with courier company Deutsche Post through to the end of 2020

Premier League football club Arsenal has signed a new partnership with online sportsbook and casino platform VBET

Italian car brand Fiat has extended its partnership with the country’s national football federation, the Federazione Italiana Giuoco Calcio (FIGC).

Japanese video game developer Konami has extended its partnership with Spanish LaLiga football club Barcelona