Carlsberg returns to European national team football in long-term UEFA deal
March 20 – UEFA and Carlsberg have announced a long-term partnership, making Carlsberg the official beer partner of European football’s governing body.
Sponsorship
Landmark UK Football Governance Bill passes House of Lords reading
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.
Croatian FA rubber stamps National Post sponsorship
March 19 – The Croatian Football Federation (HNS) has signed a sponsorship agreement with the Croatian National Post.
Liverpool lands Visit Maldives as sponsor with focus on sustainability and climate change
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.
Messi’s Inter Miami show fluency in the partnership lingo with Babbel deal
March 17 – Southern Florida may be part of the United States but its Latin American influence is undeniable with over 70% of Miami’s population Spanish speakers, which has led Lionel Messi and his Inter Miami CF club to team up with the German language platform, Babbel.
Turkish Federation signs 2-year sponsorship MAD Parfumeur
March 14 – The Turkish Football Federation (TFF) has signed a two-year sponsorship deal with perfume company MAD Parfumeur, which will become the sponsor of the Turkish men’s and women’s national teams. MAD Parfumeur is a Turkish company that operates internationally with a total of 71 stores in 13 countries in four continents, namely Europe, Asia, Africa, and Australia.
MLS celebrates decade-long partnership with ‘game-changer’ Audi
March 13 – For a decade German car manufacturer Audi has maintained a strong, loyal partnership with Major League Soccer (MLS) and in 2023 became the presenting sponsor for the MLS Cup, which crowns the end–of–season champions.
North Macedonia gears up for first auto sponsorship with Grand Auto
March 12 – The North Macedonian Football Federation (FFM) has signed a sponsorship agreement with Grand Auto – the official dealership for motor brands Ford, Hyundai, MG Motor and Chery for North Macedonia.
Juventus over the moon with ground-breaking Lunar Outpost partnership
March 11 – Serie A giants Juventus have previously spent time conquering European and Italian football, and they have now set their sights on the moon after announcing a partnership with Lunar Outpost, an aerospace company focused on space mobility and sustainability.
Toyota aim to drive Canadian women’s game with Northern Super League sponsorship
March 7 – Toyota Canada has joined forces with the Northern Super League (NSL) as its exclusive automotive partner, taking a huge step in supporting the growth of women’s soccer in the region.
Ghana FA renews sponsorship with Decathlon to develop the game from grassroots to elite
March 7 – The Ghana Football Association (GFA) has renewed its partnership with Decathlon Ghana, reaffirming a collaboration that has been a steady pillar of support for football development in the country over the past four years.
Lyca Mobile dials into local West Ham Hotspots with extended sponsorship
March 5 – West Ham United players are trading football boots for forks in a new content series, Hotspots, created in tandem with longstanding parter Lyca Mobile. The series takes Hammers players off the pitch and into London’s hidden culinary gems, showcasing the city’s diverse cultures while celebrating the club’s deep ties to the East End.
Turkish national teams boosted by two-year domestic sponsorship deal
March 4 – The Turkish Football Federation (TFF) has signed a deal with local company Zeno Grup Optik (ZGO), which will see Reacher, an eyewear brand under the ZGO umbrella, become the official supply sponsor of the TFF’s national teams for two years.
Al Ahly make European sponsorship breakthrough with Red Bull partnership
March 4 – Although Al Ahly SC consistently top the charts in Egypt and throughout the African region – as demonstrated by their 44 Egyptian Premier League and 12 CAF Champions League titles – European sponsorship has been challenging to attract, until now.
Coca-Cola hydrates its soccer game and adds Canada fledgling Northern Super League to roster
February 28 – The Northern Super League (NSL) has landed a major sponsorship deal with Coca-Cola ahead of its inaugural season in April 2025. The partnership will see Smartwater and Powerade become the league’s Official Hydration Partners, while Coca-Cola takes on the role of Official Soft Drink Partner.