May 4 – Premier League Liverpool have extended their agreement with Thailand’s Central Retail Corporation (Sports) (CRC Sports), the club’s Official Retail & Licensing Partner in the country, for a further five years.
May 3 – Liverpool are opening up in China with a new official retail partnership with All Star Partners (ASP).
May 2 – Bayern Munich will pay tow pre-season fixtures in Japan as part of the second edition of the ‘SKY PerfecTV! Bundesliga Japan Tour’.
March 29 – Manchester City has signed a new regional partnership with SportyBet who will become the club’s Official Betting Partner in Africa.
March 27 – Inter Milan’s academy spread has grown to 14 countries with the launch of the latest Inter Academy in Santiago, Chile.
March 8 – The National Women’s Soccer League (NWSL) in the US and National Women’s Soccer League Players Association (NWSLPA) have agreed a deal with EA Sports that will see the teams and player images integrated into EA’s FIFA 23 video game.
March 1 – Premier League Tottenham Hotspur is partnering with Formula 1 in a “15-year strategic partnership” to create the world’s first in-stadium karting facility at its stadium in north London.
February 24 – The MLS has announced a multi-year extension of its kit partnership with Adidas that sees the sports and leisure brand supply every MLS team.
February 23 – AS Monaco and has agreed a collaboration with Catawiki, an online auction platform for buying and selling special items and collectibles.
February 8 – Bayern Munich has partnered with financial technology platform Adyen which has become the club’s the exclusive payment solution partner.
January 20 – Germany’s Bayern Munich and Mexico’s Tigres UNAL have agreed an international development partnership for their women’s teams.
December 2 – LaLiga North America has teamed up with mixed martial arts organisation UFC, for a joint promotional partnership to engage with fans across both sports.
November 14 – EA Sports has inked what it is describing as a ‘special collaboration’ with non-profit organisation love.fútbol to help raise awareness of safe play and to engage communities and promote the universal social values of sports.
September 7 – Manchester United have extended their relationship with wellness technology company, Therabody into a global partnership.
September 2 – Manchester City have extended their partnership with youth sports tour provider Inspiresport for a further unspecified term but to now include the North American market.