April 29 – Pepsi has unveiled a star-studded line-up of global female football ambassadors ahead of what promises to be a landmark summer for the women’s game, signalling a renewed marketing push that aligns with its long-standing, high-profile relationship with UEFA.
April 28 – Poland’s Ekstraklasa SA has renewed its long-standing partnership with adidas, securing the global sports brand as the Official Ball Supplier for the country’s top football division until the end of the 2029/30 season.
April 25 – FIFA has launched broadcast and media sales for the 2027 FIFA Women’s World Cup in Brazil across the big paying European territories and Central Asian territories.
April 25 – The English Football League (EFL) has added a new layer to its digital engagement strategy with the launch of the first-ever Fantasy EFL Play-Offs game, designed to capitalise on the heightened drama of the season’s final promotion play-off weeks.
April 25 – Brazilian broadcaster Globo has partnered with streaming platform DAZN to broadcast the inaugural edition of the new Club World Cup.
April 24 – Chelsea have announced a new multi-year agreement with Ticketmaster, confirming the global operator as the club’s Official Ticketing Partner.
April 24 – AS Monaco have extended their partnership with French fashion label Vicomte A. until 2027, as the Principality club continues to build one of the most expansive sponsorship rosters in European football.
April 24 – Paris Saint-Germain, who recently lifted their 13th Ligue 1 title and are enjoying a successful campaign in the UEFA Champions League, have extended a lucrative sponsorship agreement with Visit Rwanda and added Novotel to their commercial portfolio.
April 24 – Football jerseys represent prime advertising real estate in the sports marketing world, prompting England’s Women’s Professional Leagues Limited (WPLL) to enlist Two Circles, an international sports and entertainment firm, to secure a principal sleeve sponsor for the Women’s Super League (WSL).
April 24 – FIFA has secured a crucial broadcasting agreement for one of its key TV markets as Channel 5 reached a sublicensing deal with global rights holder DAZN to broadcast the FIFA Club World Cup (CWC) this summer in the United Kingdom.
April 22 – Two Los Angeles clubs, the National Basketball Association’s (NBA) Los Angeles Lakers and Major League Soccer’s (MLS) LA Galaxy, have paired up to merge football and basketball ahead of the NBA playoffs in a cross-sport collaboration.
April 22 – BBC host and football legend Gary Lineker is just weeks away from stepping down from Match of the Day (MOTD), after 26 years at the helm of the iconic highlights show. True to form, he’s not leaving quietly.
April 23 – Borussia Dortmund have renewed their partnership with Vietnamese firm Kobler through the 2025/26 season, extending a regional agreement that has become central to the Bundesliga club’s Southeast Asia commercial strategy.
April 23 – The North Macedonian Football Federation (FFM) has signed a partnership agreement with hotel chain DoubleTree by Hilton.
April 22 – AC Milan have taken another step in their international grassroots strategy with the launch of two Milan Junior Camps in Central Europe this July — in Prague (14–18 July) and Rovinka, Slovakia (21–25 July).