English Premier League

Esports
Licensing & Merchandising

EA Sports needs to agree deals with just four further teams to control the video game licensing rights to all 20 clubs in the Italian top flight.
Football
Sponsorship & Marketing

Premier League pair Southampton FC and Tottenham Hotspur have turned to the cryptocurrency sector to fill key shirt sponsorship voids for the new season
Football
Sponsorship & Marketing

Tottenham Hotspur is in the market for a new sleeve sponsor after online car retailer Cinch opted not to extend its deal with the club, continuing a retrenchment that has also seen the brand decide on an early exit from its five-year title deal with the Scottish Professional Football League (SPFL).
Football
Sponsorship & Marketing

Premier League side Crystal Palace has signed a ‘record’ two-year deal with Asian betting firm Net88, opting to continue to make hay from the sector before a league-wide ban on betting sponsorships comes into force at the end of the 2025-26 season.
Football
Sponsorship & Marketing

Wolverhampton Wanderers have chosen not to renew their deal with Castore and are expected to embark on a kit supply relationship with a new UK-based brand trademarked by the club’s Chinese owners, Fosun Sports Group.
Football
Media

E-commerce company Coupang is close to sealing a deal for Premier League and FA Cup rights in South Korea, SportBusiness understands, marking the first time that media rights to the two properties have…
Football
Sponsorship & Marketing

BetMGM is set to take over the ‘Official Training Wear Partner’ rights at Premier League club Tottenham Hotspur from next season, SportBusiness can exclusively reveal.
Football
Sponsorship & Marketing

AXA has secured pitch-side access to club training sessions as part of a four-year sponsorship renewal with Liverpool FC’s men’s and women’s teams.
Football
Sponsorship & Marketing

Diageo-owned beer brand Guinness is set to take over the Premier League’s beer category rights from the departing incumbent - AB InBev’s Budweiser – after this season.
Football
Sponsorship & Marketing

Premier League club Manchester City has signed a multi-year ‘Official Partner’ agreement with Quidd, a subsidiary of Hong Kong software developer Animoca Brands.
Football
Sponsorship & Marketing

Sports Direct, the retail chain controlled by former Newcastle United owner Mike Ashley, has failed in its attempt to convince a UK competition tribunal that the club should be obliged to distribute next…
Football
Media

Pay-television giant Sky is to remain as a Premier League rights-holder in its major European markets until at least 2028, after striking a new deal in Italy.
Football
Media

Amazon has made its first move into the sports media rights space in the Nordics, striking a deal with Viaplay Group for a package of English Premier League matches
Football
Sponsorship & Marketing

Aston Villa is set to announce the biggest shirt sponsorship deal in its history, having agreed a two-year contract with Greek betting platform Betano.
Football
Licensing & Merchandising

SportBusiness understands Castore is positioned to take over all existing Umbro football kit contracts in the UK, with exclusive windows to become each club's kit supplier after their Umbro contracts expire.
Football
Sponsorship & Marketing

Castrol has served notice that it won’t extend its sponsorship of the Premier League when it expires at the end of the current season.
Football
Sponsorship & Marketing

PinDrop, the sports marketing agency founded by former Arsenal commercial executives Sean Thornley and Menino Pereira, is to help enhance the sponsorship research capabilities of Premier League side Newcastle United.
Football
Media

Premier League broadcast rights have been retained in German-speaking countries by Sky Deutschland until the end of the 2027-28 season