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In 1973, German club Eintracht Braunschweig became the first in football history to put a sponsor on their team shirts, as they partnered with Jägermeister.

As we all struggle through this crazy unpredictable time, many things are uncertain in the world of football and, in fact, in the world itself. Despite the global pandemic slowly consuming our lives, sponsorship deals are still being secured between football clubs and companies all around the globe. These sponsorship deals are positively impacting both parties involved.
Football seems to be one of the few shinning lights during this pandemic with many fans tuning in to watch football weekly. Although fans are unable to physically get to games, which could be seen as a negative for sponsors, football teams are bringing in a huge amount of attraction from TV viewings and social media platforms.

At a time when Irish football is reeling from the gross mis-management of the Association as outlined by two fantastic journalists who penned the superb “Champagne Football”, not to mention the fact that all League of Ireland clubs, like so many around the globe, are fretting about their financial viability due to the impact of the Covid-19 crisis, reigning champions Dundalk have no such worries after hitting the jackpot at the Aviva Stadium on Thursday night.

The 3-1 win over Faroe Islands club KI Klaksvik earned The Lilywhites a place in the group stages of the Europa League, guaranteeing them a windfall of at least €2.92 million. And, for any victory they might pick up in that group, they’ll earn another €570,000, while each draw would yield them €190,000.
To put it in context, Dundalk received just over €100,000 for winning the League of Ireland Premier Division title last season.

English club soccer’s top flight has had a turbulent time during the pandemic, but the last five months could only be the start of its commercial challenges.
If Covid-19 has torn up the sponsorship deal playbook, Premier League clubs find themselves in the unenviable position of trying to decipher and apply a new set of rules just weeks before English soccer’s top flight returns for the 2020/21 campaign.
During the height of lockdown, Premier League clubs moved to take stock of their three core earners – commercial deals, broadcasting contracts (what is that I hear League of Ireland Inc. ask!) and matchday income – and reassess fiscal projections for the financial year. Maintaining and brokering partnerships in an effort to offset losses were also top of the to-do list.

Clubs in English Football League’s (EFL) League One and League Two have recently voted for the introduction of new financial controls in the form of ‘Squad Salary Caps’ which take effect immediately. The decision follows extensive and comprehensive consultation with all clubs in respect of addressing sustainability and wage inflation issues across the EFL which were initiated prior to the suspension of football in March following the COVID-19 outbreak and have continued during the course of the summer.

Clubs in English football's top-flight Premier League are potentially facing a string of contract negotiations and legal battles with sponsors due to the delayed season finish from the Coronavirus pandemic.

A number of lucrative contracts between brands and clubs in English club football’s top-flight had been set to expire at the end of the 2019/20 league season, which traditionally concludes in May. But the COVID-19 outbreak has forced the Premier League to suspend play until at least 30th April, with the campaign now unlikely to be concluded until the summer at the earliest.