August 5 – Bulgaria’s Botev Plovdiv has signed a partnership agreement with Bulgarian digital advertising agency LED Zon.
LED Zon provides a wide range of marketing and advertising opportunities with a specialism in outdoor advertising.
September 4 – Newcastle United have signed a multi-year partnership with Red Bull which will see the Austrian drinks company become the Official Energy Drink Partner of the club, helping to fuel both men’s and women’s teams.
September 4 – Inter Milan are taking a step into the increasingly competitive US market with the launch of an academy in Orange County, California.
September 4 – Premier League club Nottingham Forest have announced a new partnership with online gambling operator Parimatch who become the club’s official UK betting partner.
September 4 – Indonesia-based MNC Group has renewed its media rights partnership with the Asian Football Confederation (AFC) via its PT Media Nusantara Citra Tbk (MNC) broadcast division for the 2025-2028 commercial cycle.
September 4 – Fast-growing African online betting business SportyBet has agreed a multi-year sponsorship with LaLiga, adding to the Spanish leagues regional betting deals with M88 in Asia and RushBet in South America.
September 3 – German food chain Lidl has expanded its relationship with UEFA becoming an official global sponsor of the Europa League and Conference League for the three-season cycle starting 2024/25 and ending with the 2026/27 season.
September 3 – The Cyprus Football Association has deepened its relationship with betting brand Stoiximan with a three-season naming rights sponsorship for it top-tier league which will now be called the Cyprus League by Stoiximan.
September 2 – Hummel has entered into a new four-year agreement with the Football Association of Greenland which will see the Danish sportswear brand produce and design the nation’s kits until 2028.
September 2 – Pernod Ricard has unveiled a global partnership with Paris Saint-Germain, marking the first collaboration of its kind for the spirits and wine giant.
August 29 – Kaizen Gaming has deepened its relationship with UEFA, agreeing a three-year sponsorship for its Betano online bookmaker brand for the Europa League and UEFA Conference League.
August 29 – MSC Cruises has extended its partnership with Chelsea that covers both the men’s and women’s teams for a further three years.
August 29 – Blockchain tech leader BlockDAG has agreed a $10 million partnership with Bundesliga’s Borussia Dortmund.
August 27 – Manchester City and EA Sports have agreed a multi-year renewal of their partnership, first signed in 2011, and now going into its fifth term. It is a partnership that has evolved into more than just image rights over the years to embrace a pro e-sports team as well as separate content generation.
August 27 – Inter Milan have debuted cryptocurrency exchange Gate.io in a one-season sleeve sponsorship.