October 31 – Premier League club, Everton FC, has appointed U.S.-based agency Range Sports to find front-of-kit and training-kit sponsors, starting with the 2026-27 season when the ban on gambling forms holding the main shirt sponsorship position is banned.
October 31 – AC Milan has agreed a partnership with Asian online casino SureWin, which becomes the club’s Official Regional Online Casino Partner in Asia.
October 31 – Online financial trading house Ultima Markets has formally marked its regional partnership with Inter Milan for the Asian market with a ceremony at the club’s headquarters in Milan.
October 30 – The English Football Association (FA) has renewed its partnership with Carling as the official beer partner of the Emirates FA Cup and Adobe Women’s FA Cup in a new multi-year deal running until 2027.
October 30 – Heineken’s official beer sponsorship of the Champions League that began in 1994 looks set to end after Budweiser brewer Anheuser-Busch InBev announced it was in exclusive negotiations for the rights to all UEFA’s men’s club competitions.
October 27 – Galatasaray have signed a major new extension with Puma, tying the two together until 2036 in one of the longest-running and most lucrative kit deals in Turkish football.
October 26 – In March German carmaker Audi and Major League Soccer (MLS) were celebrating 10-years of working together. Last week they announced a multi-year extension of their partnership.
October 24- Barcelona’s commercial machine is undergoing a turbo-charged phase with new partners seemingly joining the club on a regular basis. This week, the Catalans have added another global partner to their ever-expanding portfolio, announcing a new deal with technology goliath, Uber, that runs through 2027.
October 24 – Serie A holders SSC Napoli have confirmed a new partnership with Dutch brewer Heineken, which will see it serve as the club’s Official Beer Supplier for the 2025/26 season.
October 23 – AC Milan have announced a new partnership with Coca-Cola, with the global drinks giant becoming the club’s Official Soft Drink Partner and its sports drink brand Powerade designated as Official Sports Drink Partner in Italy.
October 21 – An analysis of the sponsorship market in the US by SponsorUnited shows that in the 13 World Cup 2026 host cities in the US and Canada, just 9% of the $4.5 billion annual sponsorship spend is made in football (soccer).
October 20 – The Saudi Pro League (SPL) has added another state-owned heavyweight to its growing roster of commercial partners, announcing a new deal with Saudia, the Kingdom’s national carrier, to become an Official Sponsor of the Roshn Saudi League.
October 20 – Barcelona has confirmed a long-term renewal with music platform Spotify, extending their global partnership until 2030, with the naming rights to Barca’s home ground, the Spotify Camp Nou, locked in through 2034.
October 20 – Liverpool are close to securing a record-breaking shirt sponsorship deal worth £70 million per season, according to media reports. The figure that would eclipse the previous record currently held by their long-time rivals, Manchester United’s and their agreement with Snapdragon.
October 17 – The decision by the Los Angeles 2028 Olympics to allow competition venues to carry corporate naming rights is potentially blazing a trail for FIFA to do the same and open major new commercial revenue streams.