PSG extend Visit Rwanda deal despite growing concerns
April 17 – Paris Saint-Germain (PSG) and Visit Rwanda have extended their partnership until 2028 despite growing concern over the actions of Paul Kagame’s regime.
Football Marketing
Levski Sofia announce two-year NostroLux deal
April 17 – Bulgaria’s Levski Sofia has signed a two-year sponsorship agreement with the online retail company NostroLux. The agreement will come into effect in August this year, when the new season starts in Bulgaria.
Villarreal CF expands youth soccer presence with New Idaho Academy
April 17 – Spain’s Villarreal CF continues its quiet infiltration of the US youth soccer market with the opening of an academy in Hailey, Idaho—marking the club’s 14th affiliated academy in North America.
Barcelona to go “Sicko Mode” with Travis Scott
April 17 – FC Barcelona’s sponsorship with music streaming giant Spotify continues to blend football with music, with the upcoming El Clasico against Real Madrid on May 11 seeing the club feature Travis Scott branding on their iconic Blaugrana shirt.
Union Berlin promise football that puts you to sleep
April 17 – FC Union Berlin’s main sponsor HomeToGo has dreamed up a novel way for supporters to spend more time at their beloved Stadion An der Alten Försterei – by letting them literally spend the night there.
DAZN pulls out of €1.6bn LFP contract mediation leaving clubs facing financial disaster
April 16 – French football is once again teetering on the brink of a financial crisis after domestic media partner DAZN rejected a compromise to end the Ligue 1 broadcast deal.
North Macedonia fuels its youth programmes with Vitaminka Prilep deal
April 16 – The Football Federation of North Macedonia has signed a sponsorship agreement with Vitaminka Prilep, one of the country’s largest food companies.
LaLiga snubs Mediapro with HBS deal
April 15 – LaLiga has confirmed a major overhaul of its audiovisual production structure, appointing Host Broadcast Services (HBS) and Telefónica Servicios Audiovisuales (TSA) as its lead production partners for the next five seasons—while notably retaining control over content generation, a decision that signals a new phase in the league’s strategy to align broadcast output more closely with commercial partnerships and brand identity.
Egypt’s Al Ahly is the first middle eastern club to join Panini family
April 14 – The iconic experience of completing a Panini sticker album during major tournaments has long been a cherished tradition for football fans worldwide. Now, in a groundbreaking development, Egypt’s Al Ahly FC has become the first Middle Eastern club to be featured in the renowned Panini sticker collection, marking a significant milestone in the club’s global expansion.
Lights, Camera, Action: Ronaldo launches film studio
April 14 – Former World Player of the Year, Cristiano Ronaldo has done everything on the field of play, and now he is attempting to conquer the silver screen joining forces with British filmmaker Matthew Vaughn in creating an independent film studio.
Mizuno expands into France with AS Monaco kit deal
April 11 – AS Monaco have announced a new five-year partnership with Japanese sportswear manufacturer Mizuno, who will become the club’s official kit supplier from July 1, 2025.
Superbet swoops up Brazil second division title rights
April 10 – Betting operator Superbet has become the new title sponsor of Brazil’s second division, the Série B.
Chelsea partner with Vietnamese giant FPT to expand global reach
April 10 – Chelsea have signed a new global partnership with Vietnamese technology giant FPT Corporation, aiming to accelerate the club’s digital transformation and expand their global reach.
PepsiCo renews UEFA Women’s Football sponsorship to 2030
April 9 – PepsiCo, who have been a supporter of UEFA Women’s Football since 2019, have renewed their sponsorship until 2030.
Keeping it local. Centreville Bank takes naming rights to Rhode Island FC’s new stadium
April 9 – Rhode Island FC, who debuted in the US’s second tier USL Championship in 2024, will open their second season in their new stadium with a new corporate partner, Centreville Bank, who have bought the stadium naming rights.