Aston Villa announce Guinness as Official Global Partner
August 8 – Aston Villa have announced Guinness as Official Global Partner for both men’s and women’s teams from the start of the 2025/26 season.
Sponsorship
Bally’s goes all-in with Nottingham Forest shirt deal
August 6 – Nottingham Forest have signed a front-of-shirt sponsorship deal with casinos and resorts entertainment brand Bally’s, starting with the new season.
Volkswagen gears up for new season with LaLiga and Serie A deals
August 6 – Volkswagen is accelerating its commitment to European football with two significant partnerships that signal the German automotive giant’s serious intent to marry sustainable mobility with the beautiful game.
Conmebol agrees Avianca and Puma Energy deals for club competitions
August 4 – South American Football Confederation Conmebol has added a a major sponsor partner as well as a regional sponsor for its club competitions.
Emirates settles for €5m second best at Bayern as Deutsche Telekom take €65m shirt position
August 1 – Emirates has had to swallow its pride with German giants, Bayern Munich, settling for a platinum partnership worth €5 million annually after losing out on the main prize, the front-of-shirt deal that went to Deutsche Telekom instead.
LaLiga gets the party started in US with Lowe’s sponsorship
August 1 – La Liga have signed a multi-year partnership with Lowe’s, which will see the brand become the title sponsor of its North American ‘El Partidazo’ event series.
Ferencváros trade up with iFOREX shirt deal
July 30 – Fresh off their record-extending 36th Hungarian league title, Ferencváros have signed a new back-of-shirt sponsorship deal with global fintech firm iFOREX Europe.
Inter Milan’s sweet deal with Balocco
July 30 – Serie A runners-up Inter Milan have signed a new three-year deal with Italian confectionery brand Balocco, adding another high-profile partner to their commercial roster.
Walmart buys into America’s soccer dream with MLS and Leagues Cup deal
July 30 – US retailer Walmart has planted its flag firmly in the beautiful game, striking a multi-year deal with Major League Soccer (MLS) and the Leagues Cup that signals the shopping mall giant’s serious intent to capitalise on football’s surging popularity in the USA.
Arsenal sign up first-time sponsors Stanley
July 29 – Global food and drinkware brand Stanley 1913 has signed a multi-year deal with Arsenal, marking its first major move into football.
Amazon renews UEFA Women’s Football deal ahead of EURO final
July 24 – Amazon has renewed its commitment to UEFA Women’s Football, extending its multi-year partnership until 2030 ahead of the UEFA Women’s EURO 2025 final in Switzerland this weekend.
Liverpool land new partnership with forex broker EC Markets
24 July – Liverpool have announced a new multi-year partnership with forex and commodities broker EC Markets.
eToro renews Everton and West Ham deals
July 23 – Online trading platform eToro has completed a double sponsorship swoop in the Premier League, signing multi-year partnership extensions with both Everton and West Ham United.
Argentina agree 10-territory LuLu fintech deal
July 23 – The Argentine Football Association (AFA) has signed a new regional sponsorship agreement with LuLu Exchange and LuLu Money, bringing the fintech brands on board as Regional Fintech Partners across key markets in the Middle East and Asia-Pacific.
Arsenal let Guinness sponsorship settle across 80+ markets
July 23 – Starting with the 2025/26 campaign, Guinness, the iconic Irish stout becomes Arsenal’s official beer partner, marking Guinness’ biggest play yet in top-tier football. This deal stretches across 80-plus global markets.