August 27 – Manchester City and EA Sports have agreed a multi-year renewal of their partnership, first signed in 2011, and now going into its fifth term. It is a partnership that has evolved into more than just image rights over the years to embrace a pro e-sports team as well as separate content generation.
August 21 – The English FA have announced a long-term renewal with Fanatics, expanding the retail, eCommerce and merchandising partnership the FA already holds with the global digital sports platform.
August 12 – A week on from lifting FC Barcelona out of LaLiga financial fair play danger, US catering giant Aramark has secured a partnership with Premier League Everton, becoming the Official Culinary Experience Partner for Everton’s new stadium in the Bramley-Moore dock area of Liverpool.
August 2 – FC Barcelona, who are moving towards completion of the Nou Camp stadium and the surrounding Espai Barça area, have agreed a five-year deal with ticketing technology specialists Fever.
August 1 – The Hellenic Football Federation (EPO) has renewed its partnership with US-owned ticket agency Ticketmaster.
July 24 – Mitre will be the Aussie A-Leagues Official Match Ball Partner for the next three seasons.
July 22 – Aston Villa have announced JD Sports as the club’s new official retail partner on a multi-year deal which will allow the retailer to stock official Aston Villa products online and in select stores nationwide.
July 17 – Tottenham Hotspur have announced a global brand partnership with crypto platform Kraken, which will become the club’s first Official Crypto and Web3 Partner, and the Official Sleeve Partner for its Men’s and Women’s teams ahead of the 2024/25 season.
June 28 – The Argentine Football Association (AFA) have added 14 years to their Adidas partnership, taking a relationship that was formalised in 2001 through to 2038.
June 27 – Premier League Wolverhampton Wanderers have stepped away from the traditional big name kit suppliers to do what they say is a “landmark deal” with sportswear brand SUDU.
June 26 – Eintracht Frankfurt has ended their kit deal with Nike, switching to adidas in an initial five-year partnership starting with the 2025/26 season onwards.
June 21 – Champions League-bound Aston Villa have extended their partnership with SeatGeek, which will see them remain the Birmingham club’s Official Primary Ticketing Partner for both men’s and women’s teams.
June 9 – Comic-turned-TV brand Marvel is teaming up with the Canadian Super League (CPL) for a series of Marvel Super Hero Days during the 2024 regular season.
May 22 – Derbystar have released the official match ball for Bundesliga and Bundesliga 2 ahead of the 2024/25 season.
May 9 – Fanatics Collectibles will take over from Panini as the Premier League’s exclusive provider of trading cards, trading card games and stickers from June 2025.