December 2 – German toy brand Playmobil has become an official licensee of the Bundesliga. The deal will Bundesliga player likenesses released as Playmobil figures starting with the 2026-27 season.
December 2 – West Ham United have announced a new licensing agreement with OddBalls that will see the club’s men’s and women’s teams front a dedicated line of branded underwear.
November 28 – West Ham have added a fresh twist to matchday refreshments with the launch of Claret & Brew, a limited-edition amber lager created in partnership with the club’s Official Beer Partner, BrewDog.
November 25 – Real Madrid have pushed the button on a deeper partnership with Adobe, rolling out a suite of AI tools designed to tailor the club’s digital output for what they claim is a 660-million-strong global fan base.
November 25 – CommBank will become the Official Regional Partner of the Asian Football Confederation’s (AFC) Women’s Asian Cup Australia 2026, backing the tournament as it returns to Australia for the first time in two decades.
November 21 – Nothing says football fandom quite like placing the final sticker into a completed Panini album. Anyone who grew up swapping doubles in the schoolyard can still hear the rhythm of it: “got it, got it, need it, need it.”
November 20 – Global fintech firm Ebury has moved to deepen its footprint in the Nordic region by signing a three-year partnership with FC Copenhagen – the Danish champions’ first-ever official foreign exchange (FX) partner – as the company opens a new office in the capital.
November 20 – One of the most controversial sleeve jersey sponsorship deals in the Premier League has come to an end with Arsenal confirming that their eight-year partnership with Visit Rwanda will finish at the end of the season.
November 19 – Liverpool have added another global heavyweight to their commercial roster, signing a multi-year deal with PayPal making the US tech giant the club’s Official Digital Payments Partner. It is PayPal’s first sponsorship entry into Premier League sponsorship.
November 19 – Tottenham Hotspur have extended their partnership with Coca-Cola through to the end of the 2027/28 season, securing the drinks giant as the club’s Official Soft Drinks Partner across both the men’s and women’s teams.
November 18 – AC Milan have added another heavyweight name to their commercial roster, bringing Enel on board as the club’s new Premium Partner and Official Energy Partner.
November 17 – Bulgaria’s Levski Sofia has renewed its partnership with sports equipment supplier Sport Depot for a further four years until 2031.
November 13 – Spain’s Athletic Club and the National Football League (NFL) are partnering on the most American of holidays, Thanksgiving.
November 6 – West Ham United have expanded their relationship with The Kingdom Bank, elevating the Dominica-based institution from Regional Partner for the Eastern Caribbean to the club’s Official Global Banking Partner.
November 5 – Atlético de Madrid has signed a five-year partnership with IFEMA Madrid to become a Local Event Supporter of the Formula 1 TAG Heuer Spanish Grand Prix, to be staged from 11–13 September 2026 at Madrid’s new Madring circuit.