Fanatics agrees full takeover of Inter Milan’s retail business
June 11 – Inter Milan has signed a wide-reaching partnership with Fanatics that will see the US-based e-commerce giant take control of the club’s global merchandise operations.
Football Marketing
Liverpool build brand presence in Japan with Baycrew’s retail partnership
June 11 – Premier League Liverpool have signed a five-year retail partnership with Japanese fashion group Baycrew’s, aimed at growing the club’s retail and merchandise presence in Japan and the wider Asia-Pacific region.
Naturalis to market Cetina water brand with Croatian FA and national team sponsorship
June 11 – The Croatian Football Federation has signed a sponsorship agreement with Naturalis whose Cetina mineral water brand becomes the official water of the Croatian Football Federation and its national football team.
EPL eyes in-house production via London-based Premier League Studios
June 10 – The English Premier League (EPL) is preparing to bring its international broadcast operations in-house, announcing that its new media production hub — Premier League Studios — will be based at Olympia London from 2026, marking a major strategic shift as its long-standing partnership with IMG draws to a close.
Boston Legacy FC unleashes new logo following rocky start to NWSL life
June 10 – New US National Women’s Soccer League (NWSL) franchise Boston Legacy FC have faced numerous challenges before even kicking a ball.
Soccerex sets November 11-13 dates for Miami convention
June 10 – Soccerex has announced it will hold its US event in Miami November 11–13, 2025 at the Miami Beach Convention Center.
TECNO dials up CAF for 2025 and 2027 editions of AFCON
June 9 – Chinese smartphone manufacturer TECNO has extended its partnership with the Confederation of African Football (CAF), for the next two editions of the TotalEnergies Africa Cup of Nations (AFCON), set for Morocco in 2025 and the tri-nation hosting in Kenya, Uganda, and Tanzania in 2027.
Swiss uniqFEED virtual ad technology gets Bundesliga greenlight
June 9 – The Bundesliga has licensed Swiss firm uniqFEED to deploy its AI-powered AdApt virtual advertising software across top-flight matches.
Air Albania secures FA and national stadium naming rights
June 9 – The Albanian Football Federation (FSHF) has agreed a sponsorship including naming rights for its National Stadium in Tirana with airline Air Albania Stadium.
Atlético Madrid boldly go where no football club has gone before
June 6 – Space: the final frontier. And apparently, the next logical destination for Atlético Madrid’s membership drive given their lack of silverware this season.
Lidl Croatia agrees multi-year sponsorship of Croatian men’s team
June 6 – The Croatian Football Federation (HNS) has agreed a sponsorship with Lidl Croatia who become the main sponsor of the men’s national team in a “multi-year” deal.
PGMOL name Puma as new official kit partner
June 6 – England’s match officials will be decked out in Puma kit following a multi-year deal agreed between the sportswear giant and the Professional Game Match Officials (PGMOL).
Efbet agrees 3-year Bulgarian team sponsorship and training centre naming rights deal
June 4 – The Bulgarian Football Union (BFU) has signed a new three-year deal with bookmaker operator efbet which becomes the main sponsor of the Bulgarian men’s and women’s national teams. Efbet will also receive naming rights to the national team training base, which will be renamed the efbet National Football Base.
Real Madrid ink Corpay sponsorship deal to expand commercial portfolio
June 3 – Real Madrid have continued to demonstrate their almost unmatched commercial pull – despite going trophyless this season – by securing a three-year sponsorship agreement with leading corporate payment company Corpay.
UCL final plays host Beckham & Friends as celebrity power meets football
June 3 – Two global spheres collided at the UEFA Champions League Final in Munich as A-List celebrities flocked to the German city to watch the pinnacle of club football in Europe.