Turkish Airlines lands one-year TFF deal
October 2 – The Turkish Football Federation (TFF) has signed a one-year sponsorship contract with the national carrier Turkish Airlines.
Football Marketing
MLS goes mobile internationally with OneFootball, including taking a piece of the business
October 1 – The MLS is taking an ownership position in mobile streaming platform OneFootball in a deal that will give OneFootball access to MLS highlights.
EA Sports renews Uber sponsorship for FC25
October 1 – EA Sports has announced a continuation of its partnership with Uber Eats for a second year, which will see Uber Eats and Uber One branding on virtual pitch-side boards for the video game maker’s new FC25 release.
Italy’s Soccerment picked for MLS Innovation Lab
September 30 – Italian sports technology company Soccerment has been selected to join Major League Soccer’s (MLS) Innovation Lab, as part of the second cohort of the league’s new tech business development initiative.
Chiliz forms agency to advise on crypto deals for sports
September 27 – Blockchain specialists Chiliz Group have launched Chiliz Sports, a sports marketing agency that will focus on creating business opportunities between the sports and crypto industries.
Verizon becomes third tournament sponsor for 2026 World Cup
September 25 – US telecoms giant Verizon has agreed a 2026 World Cup sponsorship, with the network provider named the Official Telecommunication Services Sponsor for the tournament in Canada, Mexico and the USA.
Bundesliga forced to re-auction domestic TV rights package after DAZN wins legal challenge to Sky deal
September 25 – Germany’s DFL has been told to re-auction its key domestic media rights package after a court ruled in favour of global sports streaming service DAZN in its legal dispute with the league.
A-Leagues boosts Sky NZ broadcast deal as Auckland set for debut
September 29 – Australian Professional Leagues (APL) and Sky New Zealand have confirmed that the upcoming three seasons of the A-Leagues will be available to watch exclusively on Sky.
Barclays doubles down on Women’s Super League title sponsorship
September 23 – The new company overseeing the top two tiers of English women’s football and title sponsor Barclays have agreed the biggest deal in the history of the domestic game.
Chiliz Group’s Includ3d aims to open up web3 for sports at all levels
September 23 – Sports-focussed blockchain project Chiliz Group has launched Chiliz Includ3d, the newly branded arm of the group that will aggregate its various social impact initiative.
LaLiga gets rolling with TikTok content partnership
September 23 – LaLiga and TikTok have announced a landmark multi-year strategic partnership, positioning TikTok as the official digital content partner for the Spanish football league.
Good timing: Man City strap in Jacob & Co as local partner
September 23 – Manchester City has signed a multi-year sponsorship deal with luxury watchmaker Jacob & Co, marking the brand an official local partner.
Bundesliga partners with Relevent to accelerate its push into US, Mexico and Concacaf markets
September 20 – Germany’s DFL Deutsche Fußball Liga is building on its US ambition with a partnership with the LaLiga joint-owned football marketing group Relevent Sports in a bid to capture a North American fanbase and money for the German league.
Qatar Airways lands on more UEFA properties in deal that runs to 2030
September 20 – Qatar Airways has deepened its sponsor partnerships with UEFA becoming the official airline partner of the Champions League, in a deal that runs until 2030.
LaLiga expands its crypto roster with ‘multi-million’ Bitget deal
September 20 – LaLiga have signed a multi-year deal with Bitget which will see the company become the league’s Official Crypto Partner in the Eastern, Southeast Asian and Latin American regions.