River Plate announce major Betano deal
May 6 – River Plate have announced a major new sponsorship agreement with Kaizen Gaming, making Betano the club’s main and front-of-shirt partner starting immediately.
Football Marketing
EA SPORTS partnership with MLS and Apple TV set to innovate fan engagement strategy
May 6 – EA SPORTS, the gaming powerhouse that has sold over 325 million copies of its FIFA/FC series worldwide since its 1993 inception, is revolutionising how fans engage with live soccer through an innovative new partnership with Major League Soccer (MLS) and Apple TV.
EA Sports FC extends Gillette deal with sponsorship of free Ultimate Team packs
May 2 – EA Sports FC has digitally deepened its revenue push with a renewed partnership with Gillette just days after the rollout of its first-ever paid battle pass – moves aimed at reenergising its flagship football simulation title amid mixed reception and growing player fatigue.
Chelsea lands property partnership with UAE’s Damac
May 2 – The real estate industry is becoming increasingly attractive to football clubs, and Premier League Chelsea is keen not to miss the gold rush. The club has signed a new global partnership with Damac Properties, a Dubai-based luxury real estate developer.
Barca tunes up Travis Scott promo and merchandise for Clásico
May 2 – Barcelona will wear a limited-edition Travis Scott x Cactus Jack kit in next weekend’s Clásico against Real Madrid, the latest chapter in the club’s commercial partnership with Spotify.
Celtic strike ‘long-term’ partnership extension with adidas
May 1 – Celtic have renewed their partnership with adidas with a landmark, long-term deal, reportedly extending their collaboration for a further ten-years.
Atalanta ditch Joma and announce New Balance as kit supplier
May 1 – New Balance has secured a multi-year agreement to become the official kit supplier of Atalanta B.C. from the 2025/26 season, replacing long-time partner Joma in a move that marks a commercial step up for the Bergamo-based club.
FIFA, Global Citizen launch Education Fund
May 1 – FIFA and Global Citizen have launched the FIFA Global Citizen Education Fund, a four-year initiative blending philanthropy and fan engagement that aims to raise $100 million to support children’s education through football.
Bundesliga and China Mobile Migu commit to deeper engagement
April 30 – Bundesliga International and China Mobile Migu have signed a Joint Declaration of Intent in Frankfurt, underlining their shared ambition to strengthen cooperation in one of football’s most commercially important markets.
Bet365’s new ‘super sub’ betting feature wins gamblers over
April 30 – The online betting business is a fast-moving and uncompromising business whether you are a bookie or a bettor. The ability to move fast and adapt is crucial to success. Online betting powerhouse Bet365 is reporting a significant uptake for its ‘Sub On, Play On’ feature, and big payouts.
Sorare extends NFT player card deal with AS Monaco
April 30 – AS Monaco and Sorare are sticking together through 2027, extending their partnership in the fast-moving world of digital collectibles and fantasy football.
Disney+ launches 4th season of Welcome to Wrexham as club value near £150m
April 30 – Disney+ has released the trailer for the fourth season of the Emmy award-winning series ‘Welcome to Wrexham’, chronicling Wrexham AFC’s unprecedented achievement of three consecutive promotions, a first in English football.
LAFC takes content management to next level with ScorePlay deal
April 30 – Los Angeles Football Club (LAFC) continues its tradition of innovation with the announcement of a groundbreaking partnership with leading artificial intelligence platform ScorePlay. Since joining Major League Soccer (MLS) in 2018, LAFC has established itself as a pioneer both on and off the pitch.
Bulgarian milk producer fuels BFU sponsorship with youth team deal
April 30 – The Bulgarian Football Union (BFU) has signed a one-year sponsorship agreement with dairy company LB Bulgaricum, who become the main sponsor of the Bulgarian U21 youth team.
Black Knight secures strategic partnership with Orlando City
April 29 – Black Knight Football Club (BKFC) has secured its first formal foothold in North America through a newly announced strategic partnership with Major League Soccer (MLS) side Orlando City SC, marking a significant move for the multi-club ownership group.