August 21 – English Premier League outfit Burnley FC have announced a new commercial partnership with UK-based brewer Favela Cerveja, who join the club as their Official Lager Partner.
August 8 – Aston Villa have announced Guinness as Official Global Partner for both men’s and women’s teams from the start of the 2025/26 season.
August 7 – Fresh of its FIFA Club World Cup broadcast, DAZN is stepping into the Premier League with the launch of a dedicated Manchester City content hub.
August 7 – The Bulgarian Football Union (BFU) and Porsche BG ЕООD, the exclusive importer of Volkswagen for Bulgaria, have extended their partnership agreement for another four years.
August 5 – West Ham have signed a women’s team exclusive partnership with Modibodi, which will see the sanitary brand become the side’s back of shorts sponsor and Period-Proof Underwear Partner – a first-of-its-kind deal for the WSL.
August 4 – Bundesliga International have signed a three-year deal with Taicang hi-tech zone in China, in an effort to “support Sino-German economic, cultural and football development in the Yangtze River Delta”.
August 4 – FIFPRO Asia/Oceania have signed a new deal with SportsFX aimed to enhance the financial wellbeing of professional footballers across the region.
July 24 – Amazon has renewed its commitment to UEFA Women’s Football, extending its multi-year partnership until 2030 ahead of the UEFA Women’s EURO 2025 final in Switzerland this weekend.
22 July – The Football Association of Iceland (KSÍ) has appointed Secutix as its new partner for ticketing technology and business services, marking a strategic shift in how the association engages with supporters and manages matchday operations.
July 21 – Bulgarian champions Ludogorets Razgrad have signed a one-year partnership agreement with the Belgian company MaxAmaze.
July 17 – Paris St-Germain may have just lost the FIFA Club World Cup final, but the UEFA Champions League winners are now hoping to be champions in an entirely different space – hospitality.
July 14 – AC Milan have teamed up with PUMA Golf for a limited-edition capsule collection that merges elite football with golf heritage.
July 9 – Having suffered with low attendances to finish the Premier League season, largely due to their championship-found fate being sealed as early as March, Southampton FC have appointed Oak View Group (OVG) to manage and upgrade all food and beverage operations at St Mary’s Stadium – with the club looking to modernise its matchday experience and boost fan engagement through improved hospitality.
July 3 – Barcelona have shared stunning details of the commercial strategy surrounding the Espai Barça project, which centres around the renovation of their Camp Nou stadium.
July 3 – Premier League Crystal Palace have signed a multi-year extensions to their partnership with Italian sportswear brand Macron.