March 17 – UEFA has struck a landmark deal with Europe’s leading retailer the Schwarz Group which becomes the confederation’s first strategic Corporate Partner.
March 16 – In 1998, Nike reshaped football culture through its partnership with the Brazilian national team. Now, through the Jordan Brand, a new collaboration with the Brazilian Football Federation (CBF) has placed the Jumpman logo on a national federation kit for the first time.
March 13 – The name Panini carries a kind of mythology within the sport’s memorabilia culture. From sticker albums traded in schoolyards to prized trading cards kept in protective sleeves, Panini products are the connection between fans and players they follow. That legacy is set to continue in a new arena, the women’s game.
March 12 – Manchester City have renewed their partnership with Chinese liquor manufacturer JNC Baijiu, extending a relationship that has focused on connecting the club with supporters across China.
March 9 – The Romanian Football Federation (FRF) and Noriel, Romania’s leading toy retailer, have announced a strategic partnership aimed at connecting the National Team with its youngest supporters.
March 5 – Leeds United have added HR software firm Employment Hero to their commercial portfolio for the remaining nine matches of the 2025/26 Premier League season, in a partnership the club are framing around business support in Yorkshire rather than traditional matchday branding.
March 5 – MLS Cup Champions Inter Miami CF have landed a stadium naming rights deal ahead of the 2026 season, partnering with Brazilian fintech giant Nu in what could become one of the most valuable commercial agreements in Major League Soccer (MLS) history.
February 27 – Europe’s elite clubs have always had eyes on the American market, but the push is no longer just about summer friendlies; it’s about the youth of America and capturing lifelong fandom in the early years. FC Internazionale Milano is the latest club to plant their footprint across the Atlantic.
February 25 – The renewed global partnership between Kings League and Adidas demonstrates how single-entity leagues are rewriting the commercial playbook in modern football, and the all-important revenue generated from jersey sales.
February 24 – Manchester City have added another commercial partner to their expanding portfolio, confirming a deal with UK bedding manufacturer Silentnight as the club’s Official Sleep Partner.
February 17 – The Hellenic Football Federation (EPO) has extended its collaboration with Ticketmaster Hellas, who remain the Greek federation’s exclusive ticketing services provider for all matches they organise.
February 17 – The Football Association of Ireland (FAI) has confirmed a four-year extension of its partnership with DHL Express Ireland, who will remain the association’s official logistics partner.
February 16 – UK-based Beyond Hospitality is taking over the marketing and sales of hospitality packages for the German Football Association (DFB) in a three-year deal, replacing long-time rights holder Sportfive.
February 10 – Details of the Ethiad Campus’ ecosystem expansion has been unveiled as The Medlock – a Radisson Blu hotel build into the Ethiad Stadium – unveiled its brand identity and its opening booking system.
February 9 – FC Bayern Munich and Viessmann Climate Solutions have agreed an early extension to their partnership, continuing a collaboration that places sustainability and infrastructure efficiency at the centre of the club’s commercial strategy.