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Football Marketing

Lidl adds to its UEFA deals, becoming partner of Women’s Euro 2025

December 13 – UEFA has announced Lidl as an Official Partner for UEFA Women’s Euro 2025, the largest women’s Euro in history, set to take place in Switzerland across eight host cities in July 2025.  

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Digital platforms

Stats Perform adds AI and Opta to expanded Football DataCo deal

December 13 – Stats Perform has expanded its media data partnership with Football DataCo (FDC), with its Opta sports data brand becoming the official insights provider for FDC competitions.

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Concacaf

Sports Illustrated takes naming rights to New York Red Bull’s stadium in 13-year deal

December 12 – New York Red Bulls (NYRB) have entered into a ground-breaking 13-year naming rights agreement that will see their home rebranded from Red Bull Arena to Sports Illustrated Stadium, effective immediately. 

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Football Marketing

Nike renew Brazil kit contract to 2038 with $100m+ annual deal

December 10 – In 1996 the Brazilian Football Federation (CBF) and Nike teamed up for a partnership worth a reported $35 million per year. On Friday a new deal was announced, and times have changed!

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Football Marketing

Galatasary sign one-season shirt deal with Northern Cypriot real estate firm Alpcans

December 10 – Turkey’s Galatasaray have signed a one-season shirt sponsorship agreement with Alpcans, a real estate business operating in Northern Cyprus, officially known as the Turkish Republic of Northern Cyprus (TRNC).

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Football Marketing

Essilor boosts its brand visibility with LFP sponsorship

December 9 – The Ligue de Football Professionel (LFP) has signed a multi-year deal with Essilor which will see the French multinational corporation become the Visual Health Partner of the Ligue 1 McDonald’s, Ligue 2 BKT, the Trophée des Champions and the LFP’s esports division.

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Football Marketing

MLS sponsorship hits record $665m in 2024

December 9 – Major League Soccer (MLS) has continued to build its sponsorship revenues, hitting a record $665 million in 2024, uncovered by research courtesy of Sponsor United.

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Digital platforms

PUMA and Man City launch fan-led AI kit design platform for 2026/27 club strip

December 9 – Global sportswear brand Puma and Manchester City have unveiled an innovative AI-powered kit design platform, giving fans the unprecedented chance to design the club’s official Third kit for the 2026/27 season.

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Digital platforms

Argentine FA takes its world champion team to conquer the metaverse

December 9 – The Argentine economy is in meltdown however the Argentine Football Federation (AFA) has never had so much success, and that looks to continue as they are about to step into the Metaverse.

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Broadcast

Germany’s Bundesliga busts the €1bn barrier for domestic broadcast rights

December 6 – The DFL Deutsche Fußball Liga has beaten its budget with its latest media rights tender, surpassing the €1 billion mark per season for German-language broadcasting.

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Integrity

Saudi web of sponsorships has ‘reshaped the sports world’, says report

December 5 – Saudi Arabia’s network and influence in global sports and football keeps growing. With the Arab kingdom’s coronation as host of the 2034 World Cup just days away, a new report details a web of Saudi sponsorship deals, but cautions that good governance could suffer as a result. 

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Sponsorship

TIM signs 2-year premium partnership with Juve

December 5 – Juventus have signed a new two-year deal with Italian telecoms giant TIM, which will see the mobile provider become a premium partner of the club until 2026.

Read more …

Federations

Hong Kong FA powers its sponsor roster with ChargeSpot deal

December 3 – The Football Association of Hong Kong (HKFA) has announced a new sponsorship agreement with ChargeSpot, a shared power bank provider, to support the national team for the 2024-25 season, serving as HKFA’s Official Power Partner.  

Read more …

Federations

Al-Ittihad score a commercial brace with new club shop and VW shirt deal

December 3 – Al-Ittihad, the nine-time winners of the Saudi Pro League and current league leaders by two points after 12 games, are also enjoying a good season off the pitch, having recently announced two noteworthy deals. 

Read more …

Football Marketing

Monaco tourist board harnesses youth ASM’s youth teams to promote principality

December 3 – AS Monaco and the Monaco Government Tourist and Convention Authority have extended their partnership, with the Visit Monaco brand now set to feature on the kits of the club’s Academy teams. 

Read more …

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