Bulgarian FA gets the futsal ball rolling with Select
February 6 – The Bulgarian Football Union (BFU) has signed a strategic partnership agreement with ‘Sport Network’, who represent Danish sporting goods brand Select in Bulgaria.
Partnerships
Avery Dennison become official name and number partner of Mainz 05
February 5 – Avery Dennison has officially pushed into the Bundesliga market, announcing an exclusive partnership with Mainz 05 that ‘puts personalised kit front and centre of the matchday experience’
Indian Super League links up with Fancode to broadcast 2025-26 season
February 5 – The Indian Super League (ISL) finally has a broadcaster with Fancode picking up the rights for the 2025-26 season.
Royal Caribbean joins the 2026 World Cup party with Miami Host City Supporter status
February 5 – Royal Caribbean has long been part of Miami’s DNA for decades, so it comes as no surprise that a partnership with the FIFA World Cup 2026 Miami Host Committee has been cemented.
Real Madrid launch Premium debit card in partnership with Unicaja
February 5 – Real Madrid have spent the last seventy years conquering Europe, and now, with the launch of the Madridista Premium Unicaja Card, they’ll be embedded with the fans’ wallets as football and finances become fully entwined.
Inter expands its academy programme Down Under
February 2 – Inter Milan has expanded its global academy footprint with the launch of Inter Academy Sydney and Inter Academy Adelaide, extending the Nerazzurri’s youth development and brand strategy into the Australian market.
Bulgaria’s Botev Plovdiv ink long-term partnership with sportswear band Macron
February 3 – Bulgaria’s Botev Plovdiv have announced the signing of a new long-term partnership agreement with the renowned Italian sportswear brand, Macron. The new deal extends a prior collaboration through the end of the 2028/29 season.
Portugal’s FC Porto build bridge into US market with FC Cincinnati
January 30 – Former European Champions FC Porto have entered a strategic partnership with Major League Soccer’s, FC Cincinnati, formalising a long-term collaboration.
CSB builds CPL’s national media footprint with StackTV deal
January 30 – Canadian Soccer Business (CSB) has added a national media partner to its commercial portfolio after confirming a sponsorship and digital content agreement with StackTV, Corus Entertainment’s premium streaming platform, aimed at increasing the visibility of the Canadian Premier League throughout the country.
FC Porto expands academy structure in Africa with Mozambique’s Associação Black Bulls
January 26 – FC Porto have further extended their footprint in Africa, announcing the launch of a new academy project in Mozambique as part of a broader strategy that blends talent development with long-term brand positioning.
Manchester City plugs in expanded Unilumin partnership
January 23 – Manchester City have confirmed a new multi-year partnership with LED display and lighting specialist Unilumin, expanding a relationship that has already had a significant presence at the Etihad Stadium.
Atlético de Madrid looks to the future by going back to school
January 21 – Atlético de Madrid is entering a different market space after entering a strategic agreement with Grupo UAX, naming Universidad Alfonso X el Sabio as the club’s Official University.
Borussia Dortmund embraces AI’s new world with Lenovo deal
January 19 – Bundesliga club Borussia Dortmund have announced a premium partnership with Lenovo that places the global technology group as the club’s Official AI Innovation Partner.
PSG smacks down in London with WWE’s help
January 19 – Paris Saint-Germain completed their WWE marketing crossover in London at the OVO Wembley Arena at the weekend. PSG united a limited-edition range of merchandised products, and live entertainment into one coordinated push.
West Ham United set to host Winter Weekender in Utah in February
January 15 – West Ham United will stage the latest edition of their Winter Weekender in Park City, Utah, from 5–8 February 2026, using the overseas supporter event to raise funds for the West Ham United Foundation.