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.
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.