DFL renews Mondelēz sponsorship for Bundesliga 1 and 2
March 8 – The German DFL and US snack giant Mondelēz International have agreed to extend their domestic licensing partnership.
Sponsorship
Volton adds Greek men’s team sponsorship to it 6 Super league club deals
March 7 – The Hellenic Football Federation (EPO) have signed a sponsorship with Volton to become the official energy sponsor of the Greek national team.
Albanians launch naming rights tender for top tier league
March 5 – The Albanian Football Federation (FSHF) has launched a tender process for the naming rights to the country’s top tier Kategoria Superiore, for the 2024-27 period.
Chase banks on power of football with 4-year home nations deal
February 29 – US bank Chase has signed a four-year-deal with the four ’Home’ nations – FA, IFA, SFA and FAW – making it the Official Banking Partner of their Men’s, Women’s, Youth, and Para national teams.
Cupra extend journey Football Australia
February 28 – Football Australia has extended its partnership with Cupra in a deal that will see the company continue as Official Automotive Partner for the Socceroos and Matildas.
Concacaf books Hilton as hotel partner for Champions Cup and 2024 W Gold Cup
February 23 – With the W Gold Cup closing out the first round of group games, Concacaf has announced another sponsor partner with Hilton becoming the confederation’s Official Hotel Partner for the 2024 Champions Cup and the 2024 W Gold Cup.
USSF partners with New York Life for youth focussed sponsorship
February 22 – U.S. Soccer have partnered up with New York Life on a multi-year deal that will make it the federation’s official life insurance partner.
CPL adds two more years to Derbystar ball deal
February 20 – The Canadian Premier League has extended its deal with long-term partner Derbystar, marking the extension agreement with the launch of the official 2024/25 CPL match ball ahead of the competition’s start in April.
Saudi Pro League teams with tourist authority to promote country as a destination
February 15 – The Roshn Saudi League (RSL) has announced The Saudi Tourism Authority (STA) and the ‘Saudi, Welcome to Arabia’ platform as an official Platinum Sponsor of RSL.
PepsiCo builds brand partnership with Saudi Pro League
February 13 – The Saudi Pro League has announced a new partnership with PepsiCo as it begins to build global commercial partnerships to match its star-studded league.
Wwin signs 5-year naming rights deal for Bosnia and Herzegovina’s top tier league
February 12 – The Football Federation of Bosnia and Herzegovina (FSbiH) has signed a sponsorship contract with online bookmaker Wwin.
Just Eat agrees renews UEFA sponsorship for new 3-year cycle
February 12 – UEFA has announced that long-term partners Just Eat have renewed their sponsorship of the Champions League, Europa League and Conference League until 2027.
Real Madrid shirt keeps printing money with record €70m HP sleeve deal
February 6 – Real Madrid’s €70 million-per-season sponsorship deal with technology giants HP, announced end of last week at an event held at Real Madrid City, tops the list of the world’s most lucrative football shirt sponsors.
Football Australia signs Nestlé brand to MiniRoos programme
January 31 – Football Australia (FA) has agreed a sponsorship with Nestlé Dairy brand Milo who become an Official Partner of MiniRoos, Australia’s junior football grassroots programme.
MG drives EV product line with Arsenal sponsorship
January 29 – MG Motor UK has become Premier League Arsenal’s Official Automotive Partner in a multi-year deal.