Lockdown 2 has come along, but this time sport (football) is still thriving with no fans and a Premier League where results are all over the place. Marketing is still happening, new sponsorship deals are being signed, and sponsors are getting their names on training grounds.

And yes there are some new sponsorship deals including …

Millwall launching partnership with First Touch Games, which will see the club officially included in a new football game to be published in 2021.

Norwich FC have added 888holdings to their partnership portfolio. Elsewhere in the Championship, QPR have extended their charity partnership with Prostate Cancer UK for the 3rd season. Fans can bid on shirts from a chosen match, as well as a number of ongoing activations throughout the season to help to raise money for the charity.

Sheffield United have confirmed a first of its kind global partnership with Sheffield Hallam University. The partnership will see the university and the football club work together for the first time to harness the positive power of sport to improve health and offering unique internship opportunities within elite level sport. The blades have also announced Support Dogs as one of its nominated charities.

Sure has become Wolve’s official training wear sponsor for the 2020/21 campaign. Wolves have also extended their partnership with DIS Graphics for a second season, as the club’s official print partner. During last season, DIS helped Wolves Foundation and assisted the first team with the branding requirements needed for the Europa League. Similarly to Wolves, Crystal Palace have also officially welcomed Sure as one of their partners.

Chelsea and Arsenal have signed short term partnerships with NERF helping NERF promote their ultimate toys ahead of the festive period. Speaking of Arsenal the gunners have joined the UNFCC Sports for Climate Action Framework, being the first premier league club to be sign up, with the club being committed to leading the way on sustainability.

In the world of Women’s Football, Marks & Spencer have partnered with Everton Women, who provided the team with match day suits and footwear for the Women’s FA Cup Final at the end of October.

It wouldn’t be football sponsorship if Cadbury hadn’t agreed a new deal with another club, this time around its Celtic F.C. To celebrate the partnership 1967 limited edition Celtic FC Dairy Milk bars will be creating to recognise the club’s greatest achievement in 1967 – winning the European Cup. Cadbury has also partnered with Lincoln City FC.

In the world of sponsorship activation, EA Sports and Liverpool stars Diogo Jota and Trent Alexander-Arnold go uncut while playing FIFA 21. Talking of Liverpool, Liverpool FC are one of 6 Premier League clubs to have their own limited edition Cadbury Dairy Milk Club Bars, which are being exclusively sold at Sainsbury’s. Each has unique packaging and has been co-created with each club. The bars will be in store until 17th November (for Chelsea, Spurs, City, Arsenal, United and Liverpool fans).

AXA have announced its’s partnership with Liverpool FC will focus on all aspects of the club’s training, including the name of the club’s new training centre.

Rangers FC and Castore Sportswear have unveiled two special retro kits that combine some of the most iconic elements from famous Rangers kits.

Nailing Social Media goes to Southampton FC as the club used election Meme’s as they celebrated being top of the league in game week 9 – the admin deserves some praise and a lot of Retweets and Likes. Talking of social media, when Jordan North claimed that Turf Moor was his happy place, Burnley’s Twitter had some fun and Tottenham Hotspur decided to also state how Turf Moor can also be a happy place.

It also has to be mentioned that iconic collaboration between Adidas and Pharrell / Humanrace, as they have launched a collection of iconic shirts and training wear from iconic kits of Arsenal, Manchester United, Bayern Munich, Juventus and Real Madrid.


FOOTBALL MARKETING #1 – Football MTV Cribs, New Shirt Sponsors and Beckham Teams up with Tottenham Hotspur

FOOTBALL MARKETING #2 – Shirts for Heroes, Wolves Fan Mosaic & Chelsea ‘Breaking Barriers’ 

FOOTBALL MARKETING #3 – CityTV Restart, Virtual Matchday’s & Heads Up FA Cup

FOOTBALL MARKETING #4 – 2020/21 Kits Launched, New Shirt Sponsors, and Arsenal Women get Creative on Social Media. 

FOOTBALL MARKETING #5 – Dare Walk, New Signings Announcements and National Shirts.

FOOTBALL MARKETING #6 –  Cadbury’s Football, New Sponsors & Twitter Player Announcements

FOOTBALL MARKETING #7 – Pink for Breast Cancer Now, Chelsea Go Spanish and Liverpool gets the travel bug.


One thought on “Football Marketing #8 – Arsenal UN & Sustainability, Southampton Stop The Count & Turf Moor is a Happy Place.

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