PGMOL name Puma as new official kit partner
June 6 – England’s match officials will be decked out in Puma kit following a multi-year deal agreed between the sportswear giant and the Professional Game Match Officials (PGMOL).
Partnerships
Betting on Brazil. Bet365 secures betting rights to Palmeiras stadium
May 30 – Global betting behemoth bet365 has secured all betting rights to Allianz Parque – the gleaming 43,000-capacity fortress that houses Brazilian giants Palmeiras in Sao Paulo and stands as one of South America’s most prestigious sporting cathedrals.
BrewDog agrees beer partner deal with West Ham and London Stadium
May 28 – West Ham United and London Stadium have signed new multi-year deals with BrewDog, making the independent brewer the official beer partner of both the Premier League club and the stadium.
Hertha’s 26-year Nike kit deal to end this season
May 23 – Hertha BSC will bring its 26-year partnership with Nike to a close at the end of the 2024/25 season, ending one of the Bundesliga’s longest-standing kit supply deals.
Liga Portugal agrees league-wide kit name and patch deal with Avery Denison
May 23 – Liga Portugal has confirmed a new multi-year partnership with ‘materials science’ and branding giant Avery Dennison, naming the US-based firm as the exclusive supplier of player names, numbers, and sleeve badges across the country’s top two professional divisions.
Brentford swap Umbro for holistic Joma deal
May 23 – Spanish sportswear company Joma Sport has pulled off something of a masterstroke, securing a multi-year partnership with Brentford that will see them become the Premier League’s only Spanish kit supplier from July 2025.
AS Monaco extend luxury furniture deal with Roche Bobois
May 15 – AS Monaco have extended their partnership with luxury French furniture brand Roche Bobois for another two seasons, as the club continues to grow one of the most expansive premium partnership portfolios in European football.
AS Monaco announce extension with nutrition company Zumub
May 8 – AS Monaco have announced the extension of their partnership with Portuguese sports nutrition company Zumub, which will remain the club’s official nutrition supplier through to the end of the 2025/26 season.
Chelsea lands property partnership with UAE’s Damac
May 2 – The real estate industry is becoming increasingly attractive to football clubs, and Premier League Chelsea is keen not to miss the gold rush. The club has signed a new global partnership with Damac Properties, a Dubai-based luxury real estate developer.
Celtic strike ‘long-term’ partnership extension with adidas
May 1 – Celtic have renewed their partnership with adidas with a landmark, long-term deal, reportedly extending their collaboration for a further ten-years.
FIFA, Global Citizen launch Education Fund
May 1 – FIFA and Global Citizen have launched the FIFA Global Citizen Education Fund, a four-year initiative blending philanthropy and fan engagement that aims to raise $100 million to support children’s education through football.
Adidas expands Ekstraklasa ball deal deal to run until of 2029/30 season
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.
AC Milan launch junior camps in Central Europe
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).
BFU to uplift financial literacy of youth players
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.
MLS bets on Kitman Labs partnership to modernise player development
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.