English Premier League soccer club Everton have named UK watch brand Christopher Ward as their first-ever training kit partner under an expanded tie-up.
Through the new agreement, the company’s branding will appear on men’s and women’s training wear from the 2026-27 season.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The deal will also deliver visibility across Everton’s social and matchday platforms, including LED advertising, media backdrops, and in-stadium branding at Hill Dickinson Stadium and Goodison Park (home of the women’s team).
From the 2027-28 season, Christopher Ward branding will additionally feature across Under-21s, Under-18s, and academy training kits. It will also feature on all men's and women's replica training items available to supporters.
The new multi-year agreement enhances the club’s relationship with Christopher Ward, which began as official global timing partner and has continued to grow through its role as Everton’s official shirt sleeve partner, founding partner of Hill Dickinson Stadium, and an ongoing supporter of Everton Women.
The watchmaker was recently replaced as the club’s sleeve partner for the 2026-27 campaign by Stake, which shifted from its role as front-of-shirt sponsor due to a voluntary ban on gambling shirt deals across the Premier League.
Due to that ban, Everton announced a new shirt sponsorship deal with UK financial services firm CMC Markets earlier this month.
Elsewhere in the Premier League, AFC Bournemouth have announced new sponsorship deals with MrQ Casino and Chinese car brand Chery.
The MrQ logo will appear on the sleeve of the men's first-team shirt and on adult retail shirts.
The company will also serve as the South Coast outfit’s official UK online casino partner.
The agreement runs across the next three seasons and covers both the men's first team and AFC Bournemouth Women.
Across the partnership, MrQ Casino will roll out fan-focused activations and competitions.
Chery’s agreement with the club is also for three seasons, with its logo to appear on the front of the men’s team training kit.
Running through to the end of the 2028-29 campaign, the deal will also see Chery become the club’s official automotive partner, alongside an additional partnership with AFC Bournemouth Women.
The two parties will also activate the sponsorship through a series of creative campaigns and fan experiences.
Meanwhile, Brentford and Cazoo, the UK online car retailer, have extended their sleeve sponsorship deal for another year.
Cazoo branding will continue to feature on all men’s first-team, women’s, junior, and training kits in the 2026-27 season.
The company first took sleeve sponsorship rights in the 2025-26 campaign.
In addition to the club’s shirts, Cazoo has a presence on matchdays and social content.
The brand Cazoo will also continue to receive access to Brentford men’s and women’s first-team players for content creation, digital exposure on matchdays, and across campaigns.
French Ligue 1 club Toulouse and LP Promotion have agreed on an expanded partnership that sees the property developer elevated to official partner status.
The deal was facilitated by Sportfive, the global sports marketing agency.
As an official partner, LP Promotion will now feature on the club’s jersey and lead fan engagement activities on matchdays at the stadium.
LP Promotion has had a partnership with the team since 2005.
In Italy, Serie A outfit Udinese have renewed their partnership with Bet365 Scores, the major betting brand’s mobile results and live scores app, which will remain the club’s sleeve sponsor until 2028.
The Bet365 Scores logo will continue to appear on the left sleeve of the first team’s match shirts for two more seasons.
The new contract extends a collaboration that began in the 2025-26 campaign.
Last season, Bet365 Scores was also a commercial partner of Napoli in Serie A.
Betano, the sports betting brand owned by Kaizen Gaming, has extended its shirt sponsorship deal with Czech giants Sparta Praha for an additional three years and added the Danish Cup competition to its growing soccer portfolio.
The brand will remain a principal partner of Sparta Praha, with its logo to feature on the front of the club’s A-team, B-team, and first women’s team shirts until 2029.
This renews a partnership that began in 2023.
Meanwhile, the company will become the new title sponsor of Denmark's domestic cup competition, which will officially be named the Betano Pokalen.
The agreement, struck with the Danish League Association (Divisionsforeningen), initially runs for one year, with an option to extend.
Betano replaces Oddset, the betting brand of Danish lottery operator Danske Spil, which had been the competition’s title sponsor for the past three seasons.
Oddset's deal was due to run until the end of the 2026-27 season, but has been terminated a year early.
