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Sponsorship

AS Monaco extend luxury furniture deal with Roche Bobois

May 15 – AS Monaco have extended their partnership with luxury French furniture brand Roche Bobois for another two seasons, as the club continues to grow one of the most expansive premium partnership portfolios in European football. 

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Football Marketing

Betano picks up Danish Superliga club Brøndby IF’s shirt sponsorship

May 14 – Kaizen Gaming’s online betting brand Betano, which has been establishing a large footprint in football sponsorship, has become the main partner and shirt sponsor of Danish Superliga club Brøndby IF in a three-year deal beginning this August.

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Sponsorship

MLS’s Minnesota United secure landmark sleeve sponsorship deal

May 13 – A stellar week for Major League Soccer’s (MLS) Minnesota United FC saw them thrash Inter Miami 4-1, cheekily troll Miami owner David Beckham, and ink a groundbreaking multi-year deal with hometown heroes NutriSource Pet Foods and Finley’s Pet Treats.

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Sponsorship

Ocean Spray ‘Just Adds Cran’ as official juice sponsor of the Leagues Cup

May 13 – Ocean Spray Cranberries Inc. has secured a multi-year deal as the official juice sponsor of the Leagues Cup, the growing tournament between Major League Soccer (MLS) and Liga MX clubs now entering its third year.

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Sponsorship

Škoda changes gear taking Chelsea women’s shirt position as club targets double

May 9 – Chelsea Women have deepened their ties with Škoda UK, announcing the brand as the club’s first Back-of-Shirt Partner in a deal that reinforces the carmaker’s commitment to women’s sport.

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Football Marketing

AS Monaco announce extension with nutrition company Zumub

May 8 – AS Monaco have announced the extension of their partnership with Portuguese sports nutrition company Zumub, which will remain the club’s official nutrition supplier through to the end of the 2025/26 season.

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Football Marketing

River Plate announce major Betano deal

May 6 – River Plate have announced a major new sponsorship agreement with Kaizen Gaming, making Betano the club’s main and front-of-shirt partner starting immediately.

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Football Marketing

Barca tunes up Travis Scott promo and merchandise for Clásico

May 2 – Barcelona will wear a limited-edition Travis Scott x Cactus Jack kit in next weekend’s Clásico against Real Madrid, the latest chapter in the club’s commercial partnership with Spotify. 

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Football Marketing

Celtic strike ‘long-term’ partnership extension with adidas

May 1 – Celtic have renewed their partnership with adidas with a landmark, long-term deal, reportedly extending their collaboration for a further ten-years. 

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Football Marketing

Bulgarian milk producer fuels BFU sponsorship with youth team deal

April 30 – The Bulgarian Football Union (BFU) has signed a one-year sponsorship agreement with dairy company LB Bulgaricum, who become the main sponsor of the Bulgarian U21 youth team.

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Sponsorship

AS Monaco extend partnership with fashion label Vicomte A.

monaco stadium7

April 24 – AS Monaco have extended their partnership with French fashion label Vicomte A. until 2027, as the Principality club continues to build one of the most expansive sponsorship rosters in European football.

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Football Marketing

Dortmund steps up push into Vietnam with Kobler regional renewal

April 23 – Borussia Dortmund have renewed their partnership with Vietnamese firm Kobler through the 2025/26 season, extending a regional agreement that has become central to the Bundesliga club’s Southeast Asia commercial strategy.

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Sponsorship

Macedonian FA makes room for Hilton sponsorship deal

April 23 – The North Macedonian Football Federation (FFM) has signed a partnership agreement with hotel chain DoubleTree by Hilton.

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Football Marketing

PSG extend Visit Rwanda deal despite growing concerns

April 17 – Paris Saint-Germain (PSG) and Visit Rwanda have extended their partnership until 2028 despite growing concern over the actions of Paul Kagame’s regime.  

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Football Marketing

Levski Sofia announce two-year NostroLux deal

April 17 – Bulgaria’s Levski Sofia has signed a two-year sponsorship agreement with the online retail company NostroLux. The agreement will come into effect in August this year, when the new season starts in Bulgaria.

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