Carlsberg returns to European national team football in long-term UEFA deal
March 20 – UEFA and Carlsberg have announced a long-term partnership, making Carlsberg the official beer partner of European football’s governing body.
Football Marketing
Landmark UK Football Governance Bill passes House of Lords reading
March 20 – The UK’s landmark Football Governance Bill has moved a step closer to becoming law after clearing its final hurdle in the House of Lords — but efforts to force a sweeping ban on gambling sponsorship in football have been soundly defeated.
Man City signs ‘women supporting women’ deal with snuggs
March 19 – Manchester City Women have signed a unique global partnership with leading period underwear brand snuggs, marking the first time the club has brought on an official partner in this space.
Newcastle win fuels increased engagement with Carabao Cup
March 19 – A peak UK TV audience of nearly 8 million watched Newcastle United upset Liverpool 2-1 at Wembley on Sunday to claim the 2025 Carabao Cup, ending a 70-year wait for major domestic silverware.
Croatian FA rubber stamps National Post sponsorship
March 19 – The Croatian Football Federation (HNS) has signed a sponsorship agreement with the Croatian National Post.
NWSL steps up bid to become top global women’s league with new media deals
March 18 – The National Women’s Soccer League (NWSL) is going global after announcing new international media partnerships for this season. Coverage will include Europe, Asia and Latin America, providing access to live NWSL matches and highlights for over 130 countries around the world.
Liverpool lands Visit Maldives as sponsor with focus on sustainability and climate change
March 17 – Premier League Liverpool have entered into a multi-year global partnership with Visit Maldives, naming the island nation as the club’s official tourist destination partner.
Messi’s Inter Miami show fluency in the partnership lingo with Babbel deal
March 17 – Southern Florida may be part of the United States but its Latin American influence is undeniable with over 70% of Miami’s population Spanish speakers, which has led Lionel Messi and his Inter Miami CF club to team up with the German language platform, Babbel.
Levski Sofia tries out New Era caps for size
March 17 – Bulgaria’s Levski Sofia has signed a partnership with the world-famous sports hat company New Era. The partnership has been orchestrated by Bulgarian company Sport Depot, which has been working with Levski in recent years.
Turkish Federation signs 2-year sponsorship MAD Parfumeur
March 14 – The Turkish Football Federation (TFF) has signed a two-year sponsorship deal with perfume company MAD Parfumeur, which will become the sponsor of the Turkish men’s and women’s national teams. MAD Parfumeur is a Turkish company that operates internationally with a total of 71 stores in 13 countries in four continents, namely Europe, Asia, Africa, and Australia.
MLS celebrates decade-long partnership with ‘game-changer’ Audi
March 13 – For a decade German car manufacturer Audi has maintained a strong, loyal partnership with Major League Soccer (MLS) and in 2023 became the presenting sponsor for the MLS Cup, which crowns the end–of–season champions.
Ajax settle in for 10-years of Heineken pouring
March 12 – Dutch giants in football and beer have struck a deal that will see the Heineken brand become the official pouring partner of AFC Ajax, the four-times European Cup winner for the next 10 years.
North Macedonia gears up for first auto sponsorship with Grand Auto
March 12 – The North Macedonian Football Federation (FFM) has signed a sponsorship agreement with Grand Auto – the official dealership for motor brands Ford, Hyundai, MG Motor and Chery for North Macedonia.
NWSL’s Chicago Stars on track for season launch
March 12 – Gaining traction in the crowded Chicago sports market is always a challenge, however, the Chicago Stars Football Club of the National Women’s Soccer League (NWSL) have come up with a novel way of turning heads in the Windy City.
SBS deal gives Australian viewers first live, free-to-air access to MLS matches
March 11 – Australian broadcaster SBS Sports has just secured the free-to-air rights for the 2025 Major League Soccer (MLS) season. Under this agreement SBS will air a featured match under the banner of Sunday Night Soccer every Monday morning.