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.
February 5 – Premier League Aston Villa under manager Unai Emery have a reputation of being a tough nut to crack defensively on the field. Now off the field that reputation is being enhanced through a partnership with eSentire, the club’s new Official Cybersecurity Partner.
January 31 – The Bulgarian Football Union (BFU) has signed a partnership agreement with Condor, Bulgaria’s leading travel agency.
January 27 – France World Cup winner, and long-time Atletico Madrid superstar, Antoine Griezmann has officially signed with Decathlon, the world’s largest sporting goods retailer, ending his 14-year partnership with German sportswear company Puma.
January 15 – Paris and fashion mix as easily as tea and biscuits, so it’s no surprise that the perennial champions of France, Paris Saint-Germain (PSG) are about to strut the catwalk as they strengthen their collaboration with the luxury craftmanship of the Jordan brand.
January 16 – Premier League Brentford have strengthened their off-pitch strategy with a cutting-edge cybersecurity partnership, announcing Acronis as the club’s official cybersecurity partner.
January 9 – New Balance is set to re-enter top-flight Italian football after securing a multi-year kit supply deal with UEFA Europa League champions Atalanta.
December 19 – The start-up Northern Super League, the professional women’s league that launches in 2025 with six teams, has unveiled hummel as its official kit provider.
December 10 – In 1996 the Brazilian Football Federation (CBF) and Nike teamed up for a partnership worth a reported $35 million per year. On Friday a new deal was announced, and times have changed!
November 25 – FC Barcelona have signed a five-year deal with the New Era Visionary Group (NEVG), who will become the club’s Official Telecom Operator from January 2025 through December 2030.
November 25 – Two teams that know a little something about winning, Italian giants, Juventus, and the all-conquering All Blacks from New Zealand, are teaming up with sportswear giant, Adidas to merge the worlds of football, rugby, and fashion.
November 15 – Move over Disneyland because Real Madrid in conjunction with Dubai Parks and Resorts has just unveiled Real Madrid World (RMW).
November 11 – Football as fashion is becoming the norm, however Italian giants, Juventus and one of the world’s biggest apparel companies, Adidas, are taking it a step further, and adding the element of science.
November 6 – Premier League side Southampton FC have partnered up with nutrition experts Hexis in an effort to enhance their players’ performance through ‘tailored nutrition and fuelling strategies’.