Mengniu expands FIFA deal to cover next three World Cups
August 4 – China’s Mengniu has attached its name to FIFA’s next three World Cups, extending a previous partnership with the world federation.
Football Marketing
Everton sign KICK as sleeve patch sponsor
August 4 – Everton FC have agreed a multi-year sleeve sponsorship with online streaming platform KICK.
Arsenal lands another four years of Emirates shirt sponsorship at £50m per season
August 3 – Arsenal have renewed their shirt sponsorship with Emirates in a deal that will take the partnership through to at least 2028.
Bundesliga continues building in India with Sony Pictures TV rights deal
August 3 – Germany’s Bundesliga have extended their broadcast rights deal with Sony Pictures Networks India for a further three-years in India and the subcontinent.
Japan’s Brilliantcrypto sign with PSG for global launch
August 2 – French champions Paris Saint-Germain have secured a two-year global partnership with Japanese game developers Brilliantcrypto.
AS Monaco add Bang & Olufsen as back-of-shirt sponsor
August 2 – France’s Ligue 1 giants AS Monaco have announced Danish luxury audio brand Bang & Olufsen as the newest member of their premium partner family.
Adidas agree £900m+, 10-year renewal with Man Utd
August 1 – Manchester United have announced a 10-year extension to its partnership with Adidas worth almost £1 billion.
Roma go regional with 678.com deal
August 1 – Italian giants AS Roma have announced a new regional sponsorship with Asia-targeted betting site 678.com.
Ukraine’s Dynamo Kyiv kicks off season with VBET as new shirt sponsor
July 31 – Ukraine’s Dynamo Kyiv has replaced online bookmaker FAVBET with another online bookmaker, VBET, as the club’s main sponsor in a one-year deal.
EA and Premier League combine with US Soccer Foundation for NJ mini-pitch
July 31 – The Premier League and EA Sports have teamed up with the US Soccer Foundation to build a state-of-the-art mini pitch in their latest effort to provide community access to football.
Bundesliga targets boost in US fan engagement with Minute Media deal
July 27 – Germany’s Bundesliga have struck a partnership with digital publisher Minute Media in an effort to increase fan content and engagement in the United States.
Stats Perfom adds Swiss league to official data provision portfolio
July 27 – The Swiss Football league (SFL) has chosen Stats Perform as its official data partner in a three-season deal that will run into 2026 and boost the league’s real time statistics and visual data content for fans.
Belgian lottery renews Lotto Park naming rights with Anderlecht
July 25 – The Belgian national lottery – Nationale Loterij – has renewed its club sponsorship of RSC Anderlecht including the naming rights to the stadium.
Albanian FA tenders domestic broadcast rights for next three seasons
July 25 – The Albanian Football Federation (FSHF) has issued a tender for the sale of the TV rights to the First League, Second League, the Super Cup and the Albanian Cup tournament.
Polish bookie STS moves into club market with two new deals
July 25 – Polish bookmaker STS has agreed new sponsorships with Polish clubs Korona Kielce and GKS Katowice.