April 28 – Poland’s Ekstraklasa SA has renewed its long-standing partnership with adidas, securing the global sports brand as the Official Ball Supplier for the country’s top football division until the end of the 2029/30 season.
April 22 – AC Milan have taken another step in their international grassroots strategy with the launch of two Milan Junior Camps in Central Europe this July — in Prague (14–18 July) and Rovinka, Slovakia (21–25 July).
April 22 – The Bulgarian Football Union (BFU) has signed a tripartite agreement with the Junior Achievement Bulgaria Foundation (JA) and the Association for Production, Storage and Trading of Electricity (APSTE) to increase the financial literacy and entrepreneurial skills of junior and youth national football teams.
April 17 – Major League Soccer has deepened its relationship with performance intelligence firm Kitman Labs in a move that could help stitch together a more coherent player development pathway across the United States and Canada — from academy level through to the first team.
April 17 – Spain’s Villarreal CF continues its quiet infiltration of the US youth soccer market with the opening of an academy in Hailey, Idaho—marking the club’s 14th affiliated academy in North America.
April 17 – FC Barcelona’s sponsorship with music streaming giant Spotify continues to blend football with music, with the upcoming El Clasico against Real Madrid on May 11 seeing the club feature Travis Scott branding on their iconic Blaugrana shirt.
April 17 – FC Union Berlin’s main sponsor HomeToGo has dreamed up a novel way for supporters to spend more time at their beloved Stadion An der Alten Försterei – by letting them literally spend the night there.
April 14 – The iconic experience of completing a Panini sticker album during major tournaments has long been a cherished tradition for football fans worldwide. Now, in a groundbreaking development, Egypt’s Al Ahly FC has become the first Middle Eastern club to be featured in the renowned Panini sticker collection, marking a significant milestone in the club’s global expansion.
April 11 – AS Monaco have announced a new five-year partnership with Japanese sportswear manufacturer Mizuno, who will become the club’s official kit supplier from July 1, 2025.
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).
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.
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.
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.
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.
March 10 – Premier League Liverpool have secured a major commercial boost by reuniting with Adidas in a kit deal reportedly worth at least £60 million per year.