It’s that time of the year when football clubs launch next season’s kit, sponsorship changes hands as deals come to an end, and players move on. However, this year instead of watching the highlights or talking about the EURO 2020 final of last night, we have a Premier League match to look forward too. Albeit, the new shirt launches and sponsorships haven’t stopped.


Juventus have launched their new digital ecosystem. The ecosystem is available for fans to view on a web website and app. Juventus TV will also be full integrated, and includes exciting new features #OneTouchAwayFromYou


Although we may not be leaving in normal times, players are still moving clubs, which means announcements need to be made. Arsenal Women are demonstrating that you don’t need a player in the training ground or stadium to create an innovative contract announcement or signing of player. When announcing new signing Lydia Williams, Arsenal Women changed their account to represent Australia in tone and content.


It started with Leyton Orient during the middle of lockdown, but now with the return of the Premier League (and other leagues) coming to a near end, football clubs have been keen to get their new 2020/21 kits out there.

Southampton have released their brand new home and third kits, both of which commemorate #SaintsFC first ever strip in 1885. Alongside the launch of their new kits, Southampton have also launched a new online game ‘Defying the Odds Since 1885’ where Saints fans can win prizes.

Ipswich Town FC have unveiled their new Adidas home kit for next season, which celebrates forty years since their famous UEFA Cup winning season. The kit is available to pre-order now.

Chelsea have already started to play in their new 2020/21 home and away kit, with their new front of shirt partner ‘Three’. The classic and simple Nike design is inspired by the traditional craft of London tailoring, modelled (photoshopped) onto players of both the Men’s and Women’s first team and is available to buy now.

Everton launch their new 2020/21 home hit, with their new technical partner Hummel, and shirt sponsor Cazoo. The home kit pays tribute to Everton’s iconic Z-Cars anthem. Due to Everton’s commitment to reducing it’s carbon footprint and increasing awareness for sustainability, all of Everton’s kit’s for next season will take advantage of Hummel’s ZEROH20 dry-dye technology which ensure ‘zero waste consumption, zero wastewater and 50% reduction in energy consumption during the production process’.


With Liverpool winning their first Premier League title in June, it was no surprise that Carlsberg have launched a special edition red beer can to celebrate Liverpool’s victory. The design includes players signatures and quotes ‘Champions, 2020 onwards’. The can will be available in 23 countries across the world.

West Ham United are preparing to celebrate their 125th anniversary, by extending their partnership with Umbro as their Official Technical Partner. The extension of the partnership will also see Umbro celebrate their 100th birthday in 2024. With this news, West Ham and Umbro have also launched their new home kit form the 2020/21 season.

Peterborough United have signed a record-breaking new kit deal with PUMA, who become their Official Kit Supplier. The three year deal with PUMA, allows for PUMA to produce their replica kit and official merchandise.

Birmingham City FC partner with NIKE in a four year partnership, that will see NIKE become the club’s official technical partner.

Aston Villa have confided that Cazoo has become a principal partner. Cazoo branding will now feature on all kits and training wear for Men’s, Women’s and academy level football. Alongside Cazoo branding on kit, Cazoo branding will also feature throughout Villa Park stadium, Aston Villa official website and media backdrops.

Manchester City have agreed a new regional partnership with Capstone Games, becoming Manchester City’s official causal mobile game partner in Asia Pacific, North America and the UK. Part of the deal allows for Capstone Games to develop a City themed manager style mobile game. The purpose of the game is to test fans managerial skills. The app will launch later this year.

Celtic FC welcomes Adidas as the club’s Official Kit Supplier. The five year deal is believed to be the biggest kit sponsorship ever across Scottish sport.


Everton star Richarlison took part in an eFriendly FIFA20 competition representing Everton FC against Inter Miami player Carranza. The match took place on July 4, with both players not only representing their clubs, but also competition for their national pride as Brazil takes on Argentina.


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

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

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