May 21 – TOCA Football has raised $35 million in new capital to accelerate its expansion across soccer training and social entertainment. The funding includes $15 million in equity and $20 million in debt financing from J.P. Morgan Commercial Banking.
May 21 – Continental Tire and Major League Soccer (MLS) have announced a multi-year extension to their partnership, continuing a successful 15-year relationship. As part of the renewed agreement, Continental Tire will remain the presenting partner of Sunday Night Soccer on MLS Season Pass on Apple TV.
May 20 – The Football Federation of Montenegro (FSCG) has agreed a deal with financial services provider OTP Group, its CKB Bank (Crnogorska Komercijalna Banka) becoming the sponsor of all Montenegro national teams.
May 20 – As the English Premier League campaign draws to a close, clubs are beginning to pivot commercially towards next season – and that means it’s time to reveal next season’s on-pitch money makers.
May 20 – Brentford’s commercial partnership with Motors is entering a new phase, with the automotive platform elevating its recently acquired brand Cazoo to the forefront of its multi-year deal with the English Premier League club.
May 19 – Everton’s new home at Bramley-Moore Dock will officially be known as the Hill Dickinson Stadium, following a landmark naming rights agreement with the Liverpool-based legal firm reportedly worth £10 million a year.
May 19 – The growth of women’s football in England continues to accelerate with the Football Association (FA) announcing the first-ever stand-alone broadcast deal for the Adobe Women’s FA Cup. The competition will air on TNT Sports and Channel 4 in the UK and Republic of Ireland from the 2025-26 season.
May 19 – Liverpool have opened its first standalone retail store in Denmark. The new outlet, located in the heart of Copenhagen’s Jørcks Passage, was unveiled by former Liverpool and Denmark defender Daniel Agger in a launch event that brought the club’s brand directly to fans in the region.
May 15 – AS Monaco have extended their partnership with luxury French furniture brand Roche Bobois for another two seasons, as the club continues to grow one of the most expansive premium partnership portfolios in European football.
May 14 – Kaizen Gaming’s online betting brand Betano, which has been establishing a large footprint in football sponsorship, has become the main partner and shirt sponsor of Danish Superliga club Brøndby IF in a three-year deal beginning this August.
May 13 – The English Premier League (EPL) has renewed its licensing agreement with Avery Dennison for another five seasons, extending the partnership through to the end of the 2029-30 campaign.
May 13 – A stellar week for Major League Soccer’s (MLS) Minnesota United FC saw them thrash Inter Miami 4-1, cheekily troll Miami owner David Beckham, and ink a groundbreaking multi-year deal with hometown heroes NutriSource Pet Foods and Finley’s Pet Treats.
May 13 – Ocean Spray Cranberries Inc. has secured a multi-year deal as the official juice sponsor of the Leagues Cup, the growing tournament between Major League Soccer (MLS) and Liga MX clubs now entering its third year.
May 9 – Egypt’s Al Ahly SC, Africa’s most decorated football club, has become the first team from the continent to feature on FIFA Collect – FIFA’s official digital collectibles platform, developed in partnership with blockchain technology provider Modex.
May 9 – Chelsea Women have deepened their ties with Škoda UK, announcing the brand as the club’s first Back-of-Shirt Partner in a deal that reinforces the carmaker’s commitment to women’s sport.