Adidas extends multi-year deal to supply every MLS club, adds new development leagues
February 24 – The MLS has announced a multi-year extension of its kit partnership with Adidas that sees the sports and leisure brand supply every MLS team.
Partnerships
Monaco agree auction partnership with collectibles specialist Catawiki
February 23 – AS Monaco and has agreed a collaboration with Catawiki, an online auction platform for buying and selling special items and collectibles.
Bayern bank on Adyen to open up payment solutions globally
February 8 – Bayern Munich has partnered with financial technology platform Adyen which has become the club’s the exclusive payment solution partner.
Bayern and Tigres UANL link women’s teams to grow opportunities
January 20 – Germany’s Bayern Munich and Mexico’s Tigres UNAL have agreed an international development partnership for their women’s teams.
LaLiga and UFC come out fighting for Hispanic hearts and minds
December 2 – LaLiga North America has teamed up with mixed martial arts organisation UFC, for a joint promotional partnership to engage with fans across both sports.
EA Sports hooks up with love.fútbol for ‘Thread The Future’ promo
November 14 – EA Sports has inked what it is describing as a ‘special collaboration’ with non-profit organisation love.fútbol to help raise awareness of safe play and to engage communities and promote the universal social values of sports.
Man Utd push Therabody global and target Indian market with DreamSetGo partnership
September 7 – Manchester United have extended their relationship with wellness technology company, Therabody into a global partnership.
Touching greatness. Man City extend Inspiresport deal
September 2 – Manchester City have extended their partnership with youth sports tour provider Inspiresport for a further unspecified term but to now include the North American market.
De Bruyne scores crypto deal with Phemex
August 8 – Manchester City star Kevin De Bruyne has become the official brand ambassador for cryptocurrency exchange Phemex.
Man City refuels with Gatorade partnership through to 2025
August 2 – Manchester City has renewed its partnership with Gatorade until 2025. The sports drink and nutrition brand first started working with the club in 2017 with the men’s team, adding the women’s team in 2019..
Man Utd expands Sportsbreaks.com deal to bring more US and Canadian fans to Old Trafford
July 28 – Manchester United has expanded its year-old partnership with Sportsbreaks.com to focus on North America and market official ticket and hotel packages to Manchester United fans in the US and Canada.
Man City re-supplies its cyber war defenses with Acronis renewal
July 25 – Manchester City has renewed its partnership with cyber protection specialist Acronis.
Aston Villa change strip with Castore replacing Kappa
May 31 – Aston Villa are changing kit supplier, moving to fast-growing Castore from Kappa in a multi-year partnership that will start with the 2022/23 season.
Man City keeps Xylem deal flowing as CFG aim to make business ‘water positive’
May 31 – Premier League Champions Manchester City have renewed their multi-year global partnership with water technology leader, Xylem, in an agreement that also covers MLS Champions New York City FC and Indian Super League club Mumbai City, who are part of City Football Group (CFG).
UEFA trades Panini for Topps as sticker and trading card partner
April 6 – UEFA have swapped Panini for Topps as its official UEFA EURO 2024 license partner for official stickers, trading cards and collectibles.