September 26 – Walmart has taken its biggest step yet into global football by becoming the first presenting partner of ElClásico in the United States – a landmark deal that reflects both the growing reach of Spanish football and the retailer’s ambition to connect with America’s expanding soccer fanbase.
September 26 – Borussia Dortmund have found the recipe for a lasting partnership – and, appropriately enough, it comes via the grocery aisle. The Bundesliga club have extended and upgraded their collaboration with German retail giant Rewe, signing a fresh five-year deal that kicks in immediately.
September 25 – English Premier League club Tottenham Hotspur has announced a new long-term partnership with one of the most famous names in US sports media, Sports Illustrated (SI) and its Sports Illustrated Tickets (SIT) marketplace.
September 23 – Stanley has decided the job isn’t done with Barcelona just yet. The US toolmaker has signed on to extend its partnership with the Catalan club through 2028, keeping a link that started back in the 2014/15 season.
September 23 – Saudi Pro League club Al-Nassr have announced a partnership with women’s make-up brand Sephora, with the global retailer set to sponsor the club’s women’s team for the 2025/26 season.
September 19 – Arsenal has announced a multi-year partnership with Starling, which will pose the bank as the North London club’s Official Retail Banking Partner spanning both men’s and women’s teams.
September 17 – European champions Paris Saint-Germain have renewed their sponsorship deal with 1XBet, a betting operator that’s banned in France.
September 17 – UEFA and Groupe Amaury, co-organisers of the Ballon d’Or since last year, have announced Qatar Airways as the first-ever presenting partner of the 69th Ballon d’Or ceremony, with the winner of football’s most prestigious individual accolade set to be unveiled on September 22 in Paris.
September 15 – Arsenal FC have added L’Oréal Paris to their growing sponsorship portfolio, signing on as a more permanent partner following a successful, short-term activation together earlier in 2025.
September 14 – Vodafone is buying into men’s and women’s football in Europe with a new partnership covering both the men’s Champions League and UEFA’s Women’s Football.
The partnership with the Champions League will cover the next two seasons.
September 12 – Tottenham Hotspur have sharpened their knives, unveiling a three-year partnership with Stanley, the global hand tools giant.
September 11 – English Premier League (EPL) side Leeds United have announced a renewed partnership with AMT that will see the Leeds-based company continue as the Club’s Official Vehicle Solutions Partner.
September 11 – La Liga Champions FC Barcelona have renewed their partnership with Sebang Global Battery, extending their deal until 2028. To the naked eye, it looks like another routine commercial announcement, but under the surface, the deal underlines Barça’s continued reliance on external partners to prop up a balance sheet still creaking under the weight of the Nou Camp redevelopment.
September 9 – Chelsea FC Women have announced a new partnership with female-owned period care brand Here We Flo as the club’s Official Back of Short partner.
September 8 – Bulgaria`s Lokomotiv Plovdiv has renewed two of its main sponsorship contracts with new deals with the non-alcoholic beverage company Party Drinks, as well as the insurance company General Broker.