Nike Vision teams up with Venezia as Official Partner of Serie B club
January 15 – Serie B outfit Venezia FC have confirmed a new commercial partnership with Nike Vision, expanding the club’s visibility in the fashion space.
Partnerships
Wembley renews travel partnership with National Express
January 14 – England’s Wembley Stadium has renewed its partnership with National Express that sees direct coach services from more than 50 locations across the country transport fans to the stadium.
Sky Deutschland expands partnership with WSC Sports to enhance broadcasts
January 13 – Sky Deutschland has deepened its use of automated content production after renewing and expanding its partnership with WSC Sports, extending the deal by a further two years and widening its scope into Austria.
Adidas launches ‘starball’ commemorative design to celebrate 25-year Champions League anniversary
January 12 – Adidas has unveiled a commemorative UEFA Champions League match ball to mark 25 years as the competition’s official supplier.
Bayern Munich ink multi-year partnership with ERL Immobiliengruppe
January 8 – Bayern Munich have added a new category to their commercial portfolio, confirming a multi-year partnership with ERL Immobiliengruppe that names the Bavarian property company as the club’s first Official Real Estate Partner.
Liverpool add Tommy Hilfiger to commercial portfolio
January 8 – Liverpool have added another premium global brand to their commercial portfolio, announcing a long-term partnership with Tommy Hilfiger that signals a further step in the club’s move towards lifestyle and cultural-led collaborations.
Liverpool secure AI marketing automation partnership with SAS deal
December 18 – Liverpool have deepened their commitment to data-led operations after confirming a new multi-year partnership with SAS, which becomes the club’s official AI marketing automation partner.
Aston Villa secure global headgear partnership with New Era
December 16 – Aston Villa have added another strand to their commercial operation with the launch of a new partnership with global headwear brand New Era, unveiling an exclusive licensed collection that pushes the club further into the lifestyle and fashion space.
Arsenal agree multi-year deal with HR digital platform Deel to replace Visit Rwanda
December 12 – Arsenal have signed a multi-year partnership with global payroll and HR platform Deel, bringing the tech company into elite sport for the first time as it becomes the club’s Official HR Platform Partner – the next step in its aim to accelerate its international profile. Deel will replace the controversial sleeve patch sponsorship with Visit Rwanda.
NYCFC brings in Legends Global to manage new stadium’s F&B
December 12 – New York City FC have appointed Legends Global as the official food and beverage operator for Etihad Park, handing one of the sport’s most influential venue partners the keys to a central pillar of the new stadium experience.
European Football Clubs pens multi-year partnership with EA SPORTS FC
December 11 – European Football Clubs (EFC) has agreed a multi-year partnership with EA SPORTS FC, aimed at strengthening the organisation’s work across its 800-plus member clubs and widening the sport’s reach on and off the pitch.
Manchester City partner with Radisson to run Etihad Campus hotel
December 11 – English Premier League club Manchester City is slowly turning the Etihad Campus into a year-round destination rather than a place that serves punters on matchdays.
Panini build on Croatian partnership with new, improved sticker album launch
December 8 – The Croatian Football Federation (HNS) and Panini have launched a new sticker album for the 2025/26 season of the SuperSport Croatian Football League (HNL).
Konami pens CAF to licensing agreement to bring AFCON to eFootball
December 4 – Konami has signed a new licensing agreement with the Confederation of African Football (CAF), strengthening its foothold in one of football’s fastest-growing markets and bringing the Africa Cup of Nations (AFCON) officially into its eFootball game series.
Vancouver Whitecaps link up with Sports Interactive and Football Manager
December 4 – Vancouver Whitecaps FC have announced a new partnership with Sports Interactive. The deal linking both parties sees the Whitecaps becoming the first Major League Soccer (MLS) club to formally team up with the makers of the world’s favourite data-driven game, Football Manager.