USSF partners with New York Life for youth focussed sponsorship
February 22 – U.S. Soccer have partnered up with New York Life on a multi-year deal that will make it the federation’s official life insurance partner.
Football Marketing
Swiss Football League to accelerate digital transformation with LaSource strategic partnership
February 22 – The Swiss Football League has announced a strategic partnership with the French sports consultancy agency LaSource to develop the league’s Digital Vision 2027 project – a five-year strategy aiming to use technology t o innovate across the league’s operations and fan engagement.
Man City continue fan experience journey with Qualtrics
February 21 – Manchester City have announced an extension of their partnership with ‘Experience’ management specialists Qualtrics to analyse feedback and understand the needs of fans at the Etihad Stadium.
CPL adds two more years to Derbystar ball deal
February 20 – The Canadian Premier League has extended its deal with long-term partner Derbystar, marking the extension agreement with the launch of the official 2024/25 CPL match ball ahead of the competition’s start in April.
Saudi Pro League teams with tourist authority to promote country as a destination
February 15 – The Roshn Saudi League (RSL) has announced The Saudi Tourism Authority (STA) and the ‘Saudi, Welcome to Arabia’ platform as an official Platinum Sponsor of RSL.
PepsiCo builds brand partnership with Saudi Pro League
February 13 – The Saudi Pro League has announced a new partnership with PepsiCo as it begins to build global commercial partnerships to match its star-studded league.
Wwin signs 5-year naming rights deal for Bosnia and Herzegovina’s top tier league
February 12 – The Football Federation of Bosnia and Herzegovina (FSbiH) has signed a sponsorship contract with online bookmaker Wwin.
Just Eat agrees renews UEFA sponsorship for new 3-year cycle
February 12 – UEFA has announced that long-term partners Just Eat have renewed their sponsorship of the Champions League, Europa League and Conference League until 2027.
UEFA and Adidas get Champions League final ball rolling
February 12 – UEFA and Adidas have unveiled the design for the 2023/24 Champions League final match ball.
Serbian FA sharpens up with new Liu Jo look for Euros
February 7 – The Serbian Football Federation (FFS) has signed a partnership agreement with the Italian designer brand Liu Jo for EURO 2024 in Germany this year and the UEFA Nations League.
Real Madrid shirt keeps printing money with record €70m HP sleeve deal
February 6 – Real Madrid’s €70 million-per-season sponsorship deal with technology giants HP, announced end of last week at an event held at Real Madrid City, tops the list of the world’s most lucrative football shirt sponsors.
Inter Miami’s global Messi parade turns from sweet to sour in Hong Kong
February 6 – Lionel Messi has defended himself after local Hong Kong fans booed his absence from a long-anticipated exhibition game with Inter Miami.
Sela and Adidas promise a partnership that will break the mould
February 1 — Saudi Arabian live events and experiences company Sela has unveiled a partnership with sporting goods giant adidas that will break new ground for both businesses focused on strategic collaborations and joint developments.
Bundesliga outlines new media rights packages for 2025/26 to 2028/29
January 31 – Germany’s Bundesliga has published new detail and parameters for its media rights invitation to tender for the top two leagues for the four-season cycle 2025/26 to 2028/29.
Football Australia signs Nestlé brand to MiniRoos programme
January 31 – Football Australia (FA) has agreed a sponsorship with Nestlé Dairy brand Milo who become an Official Partner of MiniRoos, Australia’s junior football grassroots programme.