June 24 – Some may say that Scottish football is considered a backwater; however, Glasgow Celtic Football Club have always punched with the big boys, and their latest venture is one that would make Jock Stein smile.
June 24 – Just when you think you’ve seen it all along comes Pepsi and Clint419’s revolutionary ‘Wear-A-Ball’ – a piece of kit so perfectly tailored to the grassroots game, that it makes you wonder why nobody thought of it sooner.
June 24 – The FIFA Club World Cup has become more than just a tournament – it’s evolved into a masterclass in global brand expansion that’s reshaping how football clubs think about connecting with supporters across continents.
June 21 – Italian giants Juventus have secured a new €408 million partnership with sportswear giant Adidas, extending their long-standing relationship for another decade.
June 23 – AC Milan has signed a new partnership with the Democratic Republic of the Congo (DRC) as part of a broader push to link football with diplomacy, development and international business.
June 21 – Bulgaria’s CSKA 1948 has signed a contract with the German sports apparel business Jako. Jako replaces Puma, which had been a partner of the Bulgarian club in recent years.
June 20 – AS Monaco have renewed their commercial tie-up with Renault for another season, with the French automaker set to push its nostalgic R4 electric reboot as part of the club’s 2025/26 Champions League campaign.
June 20 – Real Betis and Danish sportswear brand hummel have extended their partnership for another ten seasons, with the Spanish club taking a more hands-on role in the production of its merchandise.
June 20 – Online Malta-based bookmaker Soft2Bet has agreed a two-year deal with Denmark’s Divisionsforeningenin to sponsor the second, third and fourth tiers Danish football.
June 19 – Atlético Madrid have pitched up in the City of Angels with “Casa Atleti,” a multi-day brand circus that’s part retail therapy, part fan festival, and cleverly designed to separate Americans from their hard-earned dollars while competing in the FIFA Club World Cup.
June 19 – Paris Saint-Germain (PSG) have once again mixed football, fashion, and music. The French giants have teamed up with singing superstar The Weeknd and his XO brand, this time with a glitzy “Beyond Limits. Beyond Borders” campaign that’s got the City of Angels, Los Angeles written all over it.
June 18 – Premier League West Ham United have renewed their long-standing partnership with Corpay, signing a multi-year extension that will see the collaboration enter its eighth year.
June 18 – Paris Saint-Germain has deepened its creative partnership with Canadian music artist The Weeknd and his brand XO, launching the ‘Beyond Limits. Beyond Borders.’campaign with a focus on Los Angeles – where the European Champions will play two of their Club World Cup group games.
June 17 – FIFA has added online betting firm Betano as a regional sponsor for the Club World Cup, reigniting a previous partnership from the Qatar 2022 World Cup as the governing body ramps up commercial activity around its expanded and controversial club tournament, even after it has already begun.
June 17 – Robbie Williams has been unveiled as FIFA’s latest Music Ambassador, headlining the start of the new-look Club World Cup with his official tournament track, Desire.