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.
May 14 – Kaizen Gaming’s online betting brand Betano, which has been establishing a large footprint in football sponsorship, has become the main partner and shirt sponsor of Danish Superliga club Brøndby IF in a three-year deal beginning this August.
May 13 – The English Premier League (EPL) has renewed its licensing agreement with Avery Dennison for another five seasons, extending the partnership through to the end of the 2029-30 campaign.
May 13 – A stellar week for Major League Soccer’s (MLS) Minnesota United FC saw them thrash Inter Miami 4-1, cheekily troll Miami owner David Beckham, and ink a groundbreaking multi-year deal with hometown heroes NutriSource Pet Foods and Finley’s Pet Treats.
May 13 – Ocean Spray Cranberries Inc. has secured a multi-year deal as the official juice sponsor of the Leagues Cup, the growing tournament between Major League Soccer (MLS) and Liga MX clubs now entering its third year.
May 9 – Egypt’s Al Ahly SC, Africa’s most decorated football club, has become the first team from the continent to feature on FIFA Collect – FIFA’s official digital collectibles platform, developed in partnership with blockchain technology provider Modex.
May 9 – Chelsea Women have deepened their ties with Škoda UK, announcing the brand as the club’s first Back-of-Shirt Partner in a deal that reinforces the carmaker’s commitment to women’s sport.
May 8 – The Scottish Professional Football League (SPFL) has unveiled a new look, and name, for its long-running Challenge Cup, now officially rebranded as the KDM Evolution Trophy following a multi-year sponsorship deal with construction firm KDM Group.
May 8 – AS Monaco have announced the extension of their partnership with Portuguese sports nutrition company Zumub, which will remain the club’s official nutrition supplier through to the end of the 2025/26 season.
May 8 – Hot on the heels of yet another epic round of UEFA Champions League fixtures, Liverpool FC have launched a limited-edition retail collection commemorating the 20th anniversary of their legendary 2005 UEFA Champions League Final victory over AC Milan.
May 7 – Los Angeles Football Club (LAFC) has partnered with computer vision firm Wicket to launch facial authentication technology at BMO Stadium, allowing supporters to enter the ground and make purchases using only their face.