February 27 – The Bundesliga has extended its partnership with Sportradar which will continues as the official provider of betting and streaming rights for the Bundesliga and Bundesliga 2 for another six seasons.
February 23 – With the W Gold Cup closing out the first round of group games, Concacaf has announced another sponsor partner with Hilton becoming the confederation’s Official Hotel Partner for the 2024 Champions Cup and the 2024 W Gold Cup.
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.
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.
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.
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.
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.
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.
February 12 – The Football Federation of Bosnia and Herzegovina (FSbiH) has signed a sponsorship contract with online bookmaker Wwin.
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.
February 12 – UEFA and Adidas have unveiled the design for the 2023/24 Champions League final match ball.
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.
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.
February 6 – Lionel Messi has defended himself after local Hong Kong fans booed his absence from a long-anticipated exhibition game with Inter Miami.
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.