Football fans throughout multiple generations have discovered their deepest happiness through watching their team’s matches, starting from their stadium travels to pre-game excitement until the team's pitch entrance. The traditional football matchday experience served as a sacred tradition which brought supporters together through their collective team spirit and shared values. But matchdays have now changed.

Football has always meant more than just a game. However, in recent years, things shifted with people now engaging differently. It isn’t solely about the games themselves, but instead connections to football extend beyond those ninety minutes. Football now feels less like a sport, more like shows competing for attention due to the influx of streaming platforms such as Netflix, Amazon Prime, and Disney+. They team up with

Women’s football has never been more visible, more commercially valuable, or more mainstream than it is today. From record breaking attendances to multi-million pound sponsorships and the huge increase in TV deals, the women’s game has shifted into a global sporting industry of its own.

Non-league clubs sit at the heart of communities across the UK and are an essential part of English football. It is clear than non-league clubs face financial challenges different to elite level football clubs, for example, limited TV money, smaller fanbases and fewer big name sponsorships. However, with creativity and community driven thinking, they can still build sustainable revenue streams.

In modern-day football, shirt sponsorship deals are usually dominated by global brands with deep pockets such as airlines, banks or betting companies. In the case of Ipswich Town however, they took a different route, partnering with one of the world’s biggest music stars Ed Sheeran, and the logo of Sheeran’s mathematics tour has since been the front-of-shirt sponsor for the club since their partnership began, back in 2021, creating one of the most unique sponsorship deals in English football.

When Chelsea unveiled their 24/25 kit for the upcoming season last summer, there was one notable absence, no front of shirt sponsor? For a club of Chelsea’s stature not having a shirt sponsor on their kit most certainly sparked some debate and this was seen as a very unusual move. The value of a shirt sponsor to football clubs is huge and one of the most lucrative commercial assets available to a football club.

In August 2025, Everton finally opened the doors to their new state-of-the-art stadium located on Bramley Moore dock in Liverpool. The club entered into a long term naming rights partnership deal with Liverpool based law firm Hill Dickinson, which rebranded the stadium name to the ‘Hill Dickinson Stadium’. This initially sparked a debate across social media, mainly from Everton fans, but just why did Everton secure this sponsorship and what are the financial numbers behind the deal that has now become one of the largest stadium naming rights agreements in Europe.