English Premier League rivals Arsenal and Tottenham Hotspur have both been commercially active in the last 24 hours, as the build-up to the 2026-27 season gets underway.
Champions Arsenal have unveiled the Legends Global hospitality heavyweight as the new catering partner for their Emirates Stadium in North London, while Tottenham have brought in online betting brand Betano as their new men's training kit sponsor.
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The latter tie-up runs for three seasons, with the first campaign incorporating the training kit partner element of the deal, before Betano then becomes Tottenham's official betting partner in Europe and Latin America, across 2027-28 and 2028-29.
Next year, Betano's logo will feature on the front of the men's team's training shirts, as well as on media backdrops in the build-up to matches. In addition, it will be shown across pitchside LED advertising hoardings at the impressive Tottenham Hotspur Stadium, as well as on the big screen at the London venue.
Betano replaces BetMGM as the club's training kit sponsor. The sports betting brand held rights since the 2024-25 season.
There will also be engagement opportunities and exclusive experiences provided to fans of the club through this tie-up between Tottenham and Kaizen Gaming, Betano's owning company.
Legends Global, meanwhile, will deliver all matchday and non-matchday food and beverage experiences at the Emirates, through its multi-year deal with Arsenal.
This will involve an enhanced menu, a "reimagination of premium hospitality experiences," as well as the development of non-matchday events and meetings that take place at the Emirates, which has a seated capacity of just over 60,000.
Legends Global will also operate a training program for Arsenal's food, beverage, and hospitality teams.
Since Arsenal's stadium opened in 2006, it has consistently been one of the soccer venues in the UK and Europe that brings in the most matchday and hospitality revenue, while a range of conferences and other events are now also held at the venue.
June saw Arsenal and the Saint Lucia Tourism Authority tie up in a multi-year agreement, while Tottenham unveiled Tata Consultancy Services (TCS) as their digital transformation partner.
Elsewhere in the world of European soccer sponsorships, Italian Serie A side Fiorentina have signed up Spanish brand Joma as their new kit supplier.
Fiorentina, who finished 15th in the 20-team Serie A last season, are bringing Joma back to replace domestic sportswear manufacturer Kappa.
Joma last produced the club's kit in 2014-15, before Le Coq Sportif and then Kappa took over the reins.
Another team selecting a new kit supplier is newly-promoted Spanish LaLiga club Deportivo A Coruna, who have now partnered with Nike.
Deportivo, who will return to the Spanish top league for the first time since 2017-18 next season, have struck a five-campaign deal with the US heavyweights.
Nike will replace Kappa in the role.
