Football

Scottish Premier League Champions Celtic have unveiled a new kit partnership with adidas, in what the club claim as the biggest deal in Scottish football history.

The five-year deal will see adidas become the club’s Official Kit Supplier, replacing the outgoing New Balance who have held the category since 2015.

Both Celtic and adidas have announced that the new kit will be released on 10th July, as the side gears up ahead of a new season that could see them claim a tenth title in a row – a feat never previously achieved in Scottish football.

Real Madrid have formally completed their £271,000 buyout of Madrid-based outfit Tacon, becoming the final major European football club to launch a women’s team.

Formed in 2014, Tacon – who will be renamed Real Madrid Femenino – were promoted to the Spanish top flight last season and have since gone on a transfer spending spree guaranteed by Real Madrid ownership.

Paul Stanley, Gerald Krasner and Dean Watson of Begbies Traynor have been appointed as joint administrators.

Paris Saint-Germain and licensed sports merchandising company Fanatics have announced a new ten-year e-commerce, manufacturing and licensing deal.

Running until 2030, the deal will see Fanatics create or sub-license PSG branded products - manufacturing and distributing a significantly expanded range.

“Above all, we were looking for uniting competence and excellence,” said Fabien Allegre, Brand Diversification Director, Paris Saint-Germain. 

A study carried out by The PFA and Danish company RunRepeat has concluded there is ‘evident’ racial bias in football commentary.

The pair reviewed 80 games from the 2019/20 season from four of Europe’s top leagues - the Premier League, Serie A, La Liga and Ligue 1 - and analysed 2,074 statements across commentators speaking in English and working for UK, USA and Canadian media outlets.

Aston Villa has announced Cazoo as its Principal Partner across a multi-year contract, becoming the second Premier League club to pen such a deal with the online car-buying platform after Everton announced a partnership earlier in the summer.

Cazoo’s logo will feature on the matchday kit and training wear for the men’s first team, women’s team - who will take part in their first Barclays FA Women’s Super League season - and all of the club’s academy age groups.

Three UK has unveiled details of its 'Connect The Game' campaign, which will kick off the brand’s partnership with Chelsea when it begins on 1st July.

Earlier this year, the telecommunications company became the Premier League side’s Principal Shirt Sponsor, and says it now aims to use the club's reach to showcase its network capabilities, as well as offering exclusive customer experiences and ‘building stronger connections between the game, the players and fans.’

Liverpool have announced a new global partnership with Quorn with the aim of fostering greater food sustainability.

The meat-free food brand will become the Premier League leaders’ ‘Official Sustainable Protein Partner’ and will work with the club on its Reds Go Green initiative.

Premier League side Burnley issued swift condemnation of a banner flown over the Etihad Stadium during the side’s 5-0 defeat to Manchester City.

A plane was pictured above the ground trailing a banner which read ‘White Lives Matter Burnley’ after kick off in the match - and just after all of the players from both clubs took the knee in support of the Black Lives Matter campaign.

In a statement released at half time, the club reaffirmed its commitment to the Premier League’s support for the Black Lives Matter movement. 

Coverage of Manchester City’s behind-closed-doors victory over Arsenal at the Etihad Stadium reached a reported peak audience of 3.4 million, approaching record levels, while the earlier match between Aston Villa and Sheffield United at Villa Park saw a peak audience of 2.7 million, as fans flocked to their tv screens for Premier League football's return.

Sky has also revealed that numbers on its digital platforms and website saw an increase, attracting 12 million views of Premier League videos and 4.9 million users on its website in under 24 hours.