October 16 – The Croatian Football Federation (HNS) has extended its business cooperation agreement with insurance company Croatia osiguranje on a multi-year contract as a Partner of the Federation and the Croatian national team.
October 15 – AC Milan have renewed their partnership with Emirates, extending one of football’s longest-running and most recognisable sponsorships as the two global brands approach two decades together.
October 15 – Boston Legacy FC, one of two new expansion clubs in the National Women’s Soccer League (NWSL), just announced that TJ Maxx will become its first front-of-shirt sponsor, a deal that places the Massachusetts-based home goods retailer, figuratively, at the heart of the team’s debut 2026 campaign.
October 14 – UEFA has officially launched the media rights tenders for its men’s club competitions via its new partners UC3 and newly formed US agency Relevent Football Partners, a wholly owned subsidiary of Relevant, the sports marketing group behind the staging of the controversial LaLiga regular season match between Villarreal and Barcelona in Miami on December 20.
October 12 – Newcastle United have agreed a new regional partnership with Visa for Saudi Arabia that offers Visa customers in the Saudi Kingdom the chance to win VIP trips to St. James’ Park, meet Newcastle legends, and deck themselves out in official gear.
October 10 – Manchester City has renewed its long-standing global partnership with Unilever-owned deodorant brand Rexona – known variously as Sure, Degree, Shield and Rexena – in a deal that runs through to the end of the 2026/27 season.
October 10 – Paris FC has announced a new strategic partnership with NTT Data for the 2025–26 season, marking the club’s first major commercial deal since its high-profile acquisition by the Arnault family – owners of the LVMH luxury group – and subsequent promotion to the French top flight.
October 10 – Тhe Romanian Football Federation (FRF) has signed a sponsorship with Intersnack, making the Chio brand the first official salty snack in Romania to support the national football team.
October 7 – Turkish Airlines, one of the Turkish Football Federation’s (TFF) oldest partners, has renewed its sponsorship of both the Men’s and Women’s national teams for an additional three years.
October 7 – Ipswich Town, bidding for a bounce back to the Premier League this season, has signed IFX Payments as an Elite Partner.
October 7 – Heineken has extended its partnership with the UEFA Women’s Champions League in a new five-season agreement that will run until June 2030, continuing its support for the competition that began in 2021.
October 6 – Combined spending on new and renewed sponsorship deals across Europe’s top five leagues – the Premier League, LaLiga, Serie A, Bundesliga, and Ligue 1 – has already surpassed $1.1 billion only three months into the 2025/26 season, according to new figures from market research specialists Ampere Analysis.
October 1 – Nottingham Forest have secured a new global partnership with Dubai-based property developer Object 1, marking a collaboration that links the Premier League club’s international profile with one of the Gulf’s ‘fastest-growing’ real estate brands.
September 28 – The Argentine Football Association (AFA) over the last four years has turned its World Cup triumph in Qatar into commercial gold. The latest move sees a partnership with LBank, one of the world’s largest cryptocurrency exchanges.
September 26 – Valencia CF have unveiled a new partnership with Octopus Energy that will see the unfinished Nou Mestalla take on a distinctly green identity when it finally opens its doors.