Hertha’s 26-year Nike kit deal to end this season
May 23 – Hertha BSC will bring its 26-year partnership with Nike to a close at the end of the 2024/25 season, ending one of the Bundesliga’s longest-standing kit supply deals.
Football Marketing
Online bookie Tipico extends sponsorship in Germany’s third tier
May 23 – Tipico and the Deutscher Fußball-Bund (DFB) have confirmed the extension of their ongoing partnership.
Liga Portugal agrees league-wide kit name and patch deal with Avery Denison
May 23 – Liga Portugal has confirmed a new multi-year partnership with ‘materials science’ and branding giant Avery Dennison, naming the US-based firm as the exclusive supplier of player names, numbers, and sleeve badges across the country’s top two professional divisions.
Brentford swap Umbro for holistic Joma deal
May 23 – Spanish sportswear company Joma Sport has pulled off something of a masterstroke, securing a multi-year partnership with Brentford that will see them become the Premier League’s only Spanish kit supplier from July 2025.
Villa eye commercial growth with new Birmingham retail space
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.
Deutsche Telekom outbids rivals to land 2026 World Cup broadcast rights in Germany
May 22 – German telecommunications entity Deutsche Telekom has landed the German broadcasting rights for the 2026 World Cup, according to domestic tabloid Bild.
TFF adds to commercial portfolio with NATA Holding agreement
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.
Liverpool launch ‘All Red’ platform to streamline digital membership
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.
Coca-Cola returns to Premier League with 3-year sponsorship
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.
Bayern expand global reach in Asia; Schalke extend HRS kit sponsorship
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.
TOCA raises another $35m as it reinvents its ball machine come dining experience
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.
Continental Tire puts more mileage on MLS partnership
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.
CKB Bank agrees Montenegran national team sponsorship
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.
Kit reveals on the agenda as EPL clubs eye commercial foothold in 2025-26
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.
Brentford drive towards the future with Cazoo commercial partnership
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.