May 22 – Aston Villa have opened a new 10,000 square-foot retail space in Birmingham’s Bullring shopping centre, marking a significant commercial milestone for the club as they look to capitalise on recent on-pitch success with stronger off-pitch positioning.
May 22 – German telecommunications entity Deutsche Telekom has landed the German broadcasting rights for the 2026 World Cup, according to domestic tabloid Bild.
May 22 – The Turkish Football Federation (TFF) has signed a one-year sponsorship agreement with NATA Holding, although the terms of the deal remain undisclosed.
May 22 – English Premier League (EPL) champions Liverpool have leapt ahead in the content race with their launch of ‘All Red’ – a streamlined, digitally integrated membership program that unifies all paid services and fan engagement under one platform.
May 21 – Coca-Cola is making its return to the Premier League, signing a new three-year deal to become the league’s official soft drink partner starting from the 2025/26 season.
May 21 – Bundesliga champions Bayern Munich have plenty to celebrate beyond their record-breaking 32nd title. The Bavarian giants are now embarking on an aggressive international expansion throughout Southeast Asia, establishing a year-round presence that coincides with the club’s 125th anniversary.
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.