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©  Cadbury
Premier League: Cadbury (confectionery) extends as partner of Arsenal and Tottenham Hotspur (2026-2029)

Cadbury, a chocolate bar brand belonging to the American confectionery company Mondelēz International, has extended its partnerships with Arsenal FC and Tottenham Hotspur FC for a further four seasons (2026-2030), the two Premier League clubs announced on 18 August 2026. The brand has been an…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 450794
• Published on 19/08/26 at 11:00
©  Arsenal FC
Sponsorship: major changes for Premier League clubs for the 2026-27 season

With eight clubs under contract, the same number as in 2025-26, adidas is the most represented equipment supplier among the nine brands supplying the 20 clubs that make up the 2026-27 Premier League. The German brand is ahead of its US rival Nike and Danish group Hummel, which supply three…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Clubs, Sporting Goods & Brands, …
• Article # 450795
• Published on 19/08/26 at 10:00
©  Lega Serie B
Italy / Lega Serie B: Trenitalia (rail operator) official partner of Serie BKT for 3 seasons (2026-2029)

The Italian rail operator Trenitalia has become an official partner of Serie BKT for three seasons, covering the 2026-2029 cycle, the Lega Serie B announced on 17 August 2026. Under this agreement, the Intercity long-distance train service will serve as the "official train" of Serie BKT and…
Domain(s): Sponsors & Partners
• Category(ies): Professional leagues, Sponsors - Partners, Marketing - Communication, …
• Article # 450793
• Published on 19/08/26 at 09:00
©  Nottingham Forest FC
Nottingham Forest FC: Marex (fintech) succeeds Bally's (gambling) as main shirt sponsor from 2026-27

Marex, a British company specialising in financial services, has become the main shirt sponsor of Nottingham Forest FC (Premier League) under a multi-year agreement from the 2026-27 season onwards, the club announced on 18 August 2026. As part of this partnership, Marex will benefit from…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 450783
• Published on 18/08/26 at 17:00
©  Leeds United FC
Premier League: KChat (instant messaging) sleeve sponsor of Leeds United FC for the 2026-27 season

KChat, an encrypted instant messaging platform hosted in Switzerland, has become the sleeve sponsor of Leeds United FC (Premier League) for the 2026-27 season, the club announced on 17 August 2026. This is the platform’s first sponsorship deal with a Premier League club. This partnership aims…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 450767
• Published on 18/08/26 at 14:00
©  Nielsen
Women’s sports: 46 billion minutes watched in the US in 2025 (+71% vs 2022)

US audiences watched 46 billion minutes of women’s sports in 2025, up 71% compared with 2022, according to the study "More Fans, More Often: The Commercial & Cultural Evolution of Women & Sports," published by consultancy Nielsen on 13 August 2026. Nielsen’s measurement scope includes women’s…
Domain(s): Sponsors & Partners, Media
• Category(ies): International authorities, Professional leagues, Media, …
• Article # 450709
• Published on 18/08/26 at 13:00
©  Como 1907
Como 1907: Uber (VTC) back shirt sponsor for two seasons (2026-2028), partnership extended until 2029-30

Uber, the American ride-hailing app, has extended its partnership with Como 1907 (Serie A Enilive) for a further four seasons (2026-2030), the club announced on 17 August 2026. Under this agreement, the brand will feature as back shirt sponsor for the 2026-2028 period (two seasons). Uber had…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 450740
• Published on 18/08/26 at 12:00
©  YT
Serie A Enilive: Yokohama Tyres official partner of Juventus FC from the 2026-27 season

Yokohama Tyres, a Japanese tyre brand, has become an official partner of Juventus FC (Serie A Enilive) from the 2026-27 season as part of a multi-year agreement, the club announced on 17 August 2026. The tyre manufacturer ranks fourth in Juventus’ sponsorship hierarchy, alongside 15 other…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 450716
• Published on 17/08/26 at 18:00
©  D.R.
Premier League: Google (via Pixel and Gemini) extends as partner of Arsenal and Liverpool from 2026-27

The American technology services company Google has extended as an official partner of Liverpool FC and Arsenal FC from the 2026-27 season onwards, the two Premier League clubs announced on 17 August 2026. Google has been a partner of the two English clubs since the 2023-24 season, initially…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Clubs, Sponsors - Partners, …
• Article # 450718
• Published on 17/08/26 at 17:30
©  Brentford FC
Brentford FC: Hollywoodbets (betting), main shirt sponsor over 2021-2026, extends without kit visibility

Hollywoodbets, a South African sports betting operator, has extended as official partner of Brentford FC (Premier League) for a further five seasons, over the 2026-2031 cycle, the club announced on 14 August 2026. The brand was previously Brentford’s main shirt sponsor (over the 2021-2026…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Investment - Shareholding, …
• Article # 450706
• Published on 17/08/26 at 16:30