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.
Football Marketing
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.
CR7 empire expands with flagships store and museum in Hong Kong
April 8 – Cristiano Ronaldo’s off-pitch brand continues to expand with the launch of the first CR7 LIFE flagship store and museum in Hong Kong, marking the footballer’s most ambitious commercial move in Asia to date.
End of the Road for DAZN with LFP broadcast rights?
April 7 – The rocky relationship between broadcaster DAZN and France’s Ligue 1 (LFP) has hit a new low with DAZN considering cancelling its contract at the end of the domestic season.
AC Milan agrees regional betting parternship with Brazil-based Reals
April 7 – AC Milan have announced a new regional partnership with Reals, a leading sports betting and online gaming company in Brazil, as the Rossoneri look to deepen their presence across Latin America. The agreement sees Reals become the Official Regional Betting Partner of the club in the region.
Dortmund forge trans-Atlantc sports bridge with Pittsburgh Steelers
April 7 – German club Borussia Dortmund is always at the forefront of innovative ideas, and their latest partnership pairs football with the pig-skin variety of football as they have collaborated with the Pittsburgh Steelers of the National Football League (NFL).
Brentford secure DeterTech as new club partner
April 4 – Premier League Brentford have added a new name to its growing commercial portfolio, announcing a partnership with UK-based security specialists DeterTech as the club’s official site security partner.
NWSL-AT&T sponsorship deal ‘invests in future of women’s sports’
April 3 – The National Women’s Soccer League (NWSL) continues to go from strength to strength, announcing a multi-year sponsorship deal with communications giant AT&T.
EFL and Smart Energy GB extend agreement to help fans manage rising costs
April 1 – As UK households brace themselves for increased energy, water and council tax bills starting this week, the English Football League (EFL) and Smart Energy GB have extended their partnership to support football fans in managing rising energy costs.
AS Monaco and VBET agree four-year partnership extension
April 1 – AS Monaco and VBET have locked in a long-term partnership extension, securing their collaboration until 2029 in a move that strengthens both brands in the highly competitive sports betting market.
Man City quench Vietnamese thirst with Wake-Up 247 regional deal
March 31 – Manchester City has strengthened its commercial presence in Southeast Asia by securing a new regional partnership with Vietnamese energy drink brand Wake-Up 247. The deal sees Wake-Up 247 become the club’s Official Energy Drinks Partner in Vietnam, reinforcing City’s growing influence in one of football’s fastest-expanding markets.
El Mexicano dairy brand targets US-based market with MexTour and MexTour W deal
March 28 – As the Hispanic community continues to grow in the United States, it’s no surprise that the Federacion Mexicana de Futbol (FMF) has teamed up with Soccer United Marketing (SUM) to announce a multiyear partnership with the El Mexicano brand.
Atlético boost cyber threat battle with Google Cloud partnership
March 27 – Atlético de Madrid have secured a major tech ally in their fight against evolving cyber threats by announcing Google Cloud as their official cybersecurity partner.