Liverpool expand in South Korea with Over the Pitch retail partnership
April 29 – Premier League Liverpool have signed their first-ever retail partnership in South Korea as the club looks to expand its global profile.
Partnerships
Saints lace-up new Puma kit deal as they push for Premier League return
April 12 – Premier League bounceback hopefuls Southampton have signed a four-year kit deal with Puma, which will see the sportswear brand become the Saints official kit supplier from the start of the 2024/25 season.
EA Sports FC extends EFL deal for a further five seasons
April 11 – The English Football League (EFL) has inked a new multi-year partnership with EA Sports FC, solidifying its status as an Official Partner and Official Licensee of the EFL.
E-commerce platform AliExpress joins Euro 2024 partner roster
March 28 – Online retail marketplace AliExpress, part of China’s e-commerce giant Alibaba Group, has been unveiled as an official partner of Euro 2024.
Real Madrid and Man City out-smart each other ahead of UCL showdown
March 26 – Designer brands are elbowing their way into touchline fashion as Real Madrid and Manchester City pen new designer deals to keep the football world in style ahead of their quarter final clash in April.
Turkish FA signs 4-year retail deal with 11teamsports Group
March 26 – The Turkish Football Federation (TFF) has signed an exclusive four-year retail partnership with 11teamsports Group.
Three stripes are out after 70-year run as Nike swoosh in for DFB deal
March 22 – The German FA (DFB) will drop Adidas for Nike as a kit supplier, bringing to an end a seven-decades-long partnership with the Bavaria-based sportswear giant.
RB Leipzig end decade of Nike in favour of Puma
February 28 – German club RB Leipzig will team up with Puma as a kit supplier, bringing to an end a decade-long relationship with American sportswear giant Nike.
Man City continue fan experience journey with Qualtrics
February 21 – Manchester City have announced an extension of their partnership with ‘Experience’ management specialists Qualtrics to analyse feedback and understand the needs of fans at the Etihad Stadium.
UEFA and Adidas get Champions League final ball rolling
February 12 – UEFA and Adidas have unveiled the design for the 2023/24 Champions League final match ball.
Serbian FA sharpens up with new Liu Jo look for Euros
February 7 – The Serbian Football Federation (FFS) has signed a partnership agreement with the Italian designer brand Liu Jo for EURO 2024 in Germany this year and the UEFA Nations League.
Sela and Adidas promise a partnership that will break the mould
February 1 — Saudi Arabian live events and experiences company Sela has unveiled a partnership with sporting goods giant adidas that will break new ground for both businesses focused on strategic collaborations and joint developments.
Atletico Madrid partners with Legends for pop-up Riyadh exhibition, but crash out of Super Cup
January 11 – Atletico Madrid have announced a partnership with Riyadh-based Legends Museum, which will see the11-time La Liga champions open a technology-fuelled exhibition within the museum in a bid to appeal to its growing Saudi Arabian fan base.
Generation adidas International continues journey but under new name
January 4 – Generation adidas International, owned by sport development tour business inspiresport (part of the Destination Sport group), has agreed a multi-year extension of its adidas partnership, but as part of the deal will be dropping ‘adidas’ from its company name.
Spanish FA partners with Stage Front to boost its national team hospitality experience
January 2 – US hospitality specialists Stage Front have been appointed as Official Global Event and Hospitality Partner of the Spanish National Team, which covers the World Champion women’s team as well as the men’s team that will be competing at this summer’s Euros in Germany.