Mainz 05 closes shirt sponsor renewal with Profine’s Kömmerling
January 31 – Bundesliga club Mainz 05 has renewed its main shirt sponsorship with Profine brand Kömmerling that will now run until 2027.
Football Marketing
Merz go from back to front with NC Courage shirt deal
January 31 – National Women’s Soccer League’s North Carolina Courage is moving its back of shirt sponsor Merz Aesthetics to the front of the club’s shirt in a deal starting with the upcoming season that kicks off in March.
Fulham secures cyber protection firm Acronis for 3-year partnership
January 31 – Cyber protection specialists Acronis has announced a three-year partnership with Premier League Fulham.
Premier League inks fantasy football deal with Sorare
January 30 – The Premier League has unveiled a four-year deal with fantasy football game Sorare that will see the league license official player cards.
Castore expand into Netherlands with Feyenoord deal
January 29 – UK sportswear brand Castore has entered the Dutch market with a six-year kit deal with Feyenoord, also becoming the club’s retail partner.
Mastercard renews Copa Libertadores for four editions and adds women’s competition
January 27 – Mastercard has renewed its sponsorship of Conmebol’s Copa Libertadores through to 2026 with the addition of the confederation’s women’s club competition – Libertadores Feminina – to the agreement.
Carling books in for a three-season FA Cup run
January 26 – Beer brand Carling has rejoined the English FA as the official beer partner for the Emirates FA Cup and Vitality Women’s FA Cup, starting this weekend with the fourth round of both competitions.
EstrelaBet adds to Minas Gerais footprint with Campeonato Mineiro sponsorship
January 25 – Another premium sponsorship asset in Brazil has been picked up by an online bookmaker. EstrelaBet have become a main sponsor of the Mineiro state championship – Campeonato Mineiro.
Bulgarian FA tells politicians to stay away from betting regulation and focus on bigger issues
January 25 – A proposed ban on all gambling advertising has drawn an angry reaction from the Bulgaria Football Union (BFU) and top tier clubs in the country, saying there is absolutely no support for any regulation.
Seattle Sounders agree healthy 10-year shirt deal with Providence
January 24 – MLS side Seattle Sounders, winners of the Concacaf Champions League last season, have agreed a new sponsorship with western-US based health provider Providence.
CD Leganes secure hattrick of main sponsors with Tourism Malawi debuting
January 22 – Tourism Malawi has become the third main sponsor of Spanish club CD Leganes, alongside Blue Crow and Rainbow.
LAFC agree record $100m stadium naming rights deal with Canada’s BMO
January 22 – LAFC’s Banc of California stadium in Los Angeles is changing its name following a $100 million deal with the Bank of Montreal (BMO). It is the largest stadium naming rights deal in MLS.
Betsson adds title sponsorship of Chilean top flight
January 23 – The Chilean First Division kicked off its new season this weekend with online bookmaker Betsson as the league’s title sponsor.
Bayern and Tigres UANL link women’s teams to grow opportunities
January 20 – Germany’s Bayern Munich and Mexico’s Tigres UNAL have agreed an international development partnership for their women’s teams.
Betano adds Supercopa do Brasil to naming rights roster
January 20 – Online bookmaker Betano has added the naming rights to the Brazilian Supercopa to the naming rights it secured in December to the Copa do Brasil.