April 4 – Premier League Brentford have added a new name to its growing commercial portfolio, announcing a partnership with UK-based security specialists DeterTech as the club’s official site security partner.
April 3 – The National Women’s Soccer League (NWSL) continues to go from strength to strength, announcing a multi-year sponsorship deal with communications giant AT&T.
April 1 – AS Monaco and VBET have locked in a long-term partnership extension, securing their collaboration until 2029 in a move that strengthens both brands in the highly competitive sports betting market.
March 31 – Manchester City has strengthened its commercial presence in Southeast Asia by securing a new regional partnership with Vietnamese energy drink brand Wake-Up 247. The deal sees Wake-Up 247 become the club’s Official Energy Drinks Partner in Vietnam, reinforcing City’s growing influence in one of football’s fastest-expanding markets.
March 28 – As the Hispanic community continues to grow in the United States, it’s no surprise that the Federacion Mexicana de Futbol (FMF) has teamed up with Soccer United Marketing (SUM) to announce a multiyear partnership with the El Mexicano brand.
March 26 – Manchester City Women have announced a new global partnership with Hytro, a leading innovator in Blood Flow Restriction (BFR) wearables, as part of their commitment to integrating cutting-edge sports science into elite women’s football.
March 25 – The Argentine Football Association (AFA) has secured HSBC as its new regional sponsor in India and Singapore, furthering its international expansion strategy.
March 25 – The Football Federation of Montenegro (FSCG) and Crnogorski Telekom have renewed their cooperation for another year. The country’s largest telecommunications company is one of the FSCG’s longest-standing sponsors, with the pair having been partners for 18 years.
March 21 – After a break of nine years, UEFA has resigned Carlsberg as an official global sponsor of UEFA men’s and women’s national team football through 2030.
March 21 – Marriott Bonvoy has been unveiled as the latest heavyweight partner of Hong Kong’s soon-to-be-opened Kai Tak Sports Park (KTSP), in a multi-year deal that positions the global hotel group at the heart of Asia’s newest sports and entertainment hub.
March 20 – Atalanta BC are aiming to convert their recent on-field success into commercial growth, partnering with sports technology firm Deltatre to deliver a complete overhaul of their digital infrastructure.
March 20 – UEFA and Carlsberg have announced a long-term partnership, making Carlsberg the official beer partner of European football’s governing body.
March 20 – The UK’s landmark Football Governance Bill has moved a step closer to becoming law after clearing its final hurdle in the House of Lords — but efforts to force a sweeping ban on gambling sponsorship in football have been soundly defeated.
March 19 – The Croatian Football Federation (HNS) has signed a sponsorship agreement with the Croatian National Post.
March 17 – Premier League Liverpool have entered into a multi-year global partnership with Visit Maldives, naming the island nation as the club’s official tourist destination partner.