July 3 – West Ham United have unveiled a new multi-year partnership with BoyleSports, Ireland’s largest independent bookmaker, in a deal that sees the betting firm take over as front-of-shirt sponsor from the 2025/26 season.
July 2 – The Football Association of Montenegro (FSCG) has extended its sponsorship agreement with the Trebjesa Brewery, marking 15 years of cooperation between the FSCG and one of Montegro’s largest companies.
July 2 – Financial services firm Ebury has become the Official FX Partner of Aston Villa who will the firm’s global platform topower Villa’s financial tech, optimising operations and growing international business.
June 30 – West Ham United have announced a multi-year extension to their 5-year partnership with Jeton, which will see the brand continue as its Official Unified Finance App partner.
June 27 – Conmebol has announced a new chapter in its expanding relationship with the betting industry, confirming Betano as the Official Sponsor of the 2025 Copa América Femenina.
June 27 – Premier League Brentford have signed challenger bank Cynergy as the club’s official banking partner in a four-year deal starting with the 2025/26 season.
June 26 – UEFA Women’s EURO 2025 is on course to deliver a watershed moment for the commercial side of the women’s game, with new research from Ampere Analysis projecting a minimum of €32.5 million in sponsorship revenue – more than double the €15.3 million generated in 2022.
June 26 – As the UEFA Women’s EURO 2025 approaches, newly released research from Lidl GB has exposed a glaring blind spot in women’s sports: nutrition.
June 26 – The Croatian Football Federation (HNS) has secured broadcasting and marketing rights deals worth €59.2m for the competitions organised by the national association with Hrvatski Telekom and SuperSport respectively.
June 24 – The FIFA Club World Cup has become more than just a tournament – it’s evolved into a masterclass in global brand expansion that’s reshaping how football clubs think about connecting with supporters across continents.
June 21 – Italian giants Juventus have secured a new €408 million partnership with sportswear giant Adidas, extending their long-standing relationship for another decade.
June 23 – AC Milan has signed a new partnership with the Democratic Republic of the Congo (DRC) as part of a broader push to link football with diplomacy, development and international business.
June 20 – AS Monaco have renewed their commercial tie-up with Renault for another season, with the French automaker set to push its nostalgic R4 electric reboot as part of the club’s 2025/26 Champions League campaign.
June 20 – Online Malta-based bookmaker Soft2Bet has agreed a two-year deal with Denmark’s Divisionsforeningenin to sponsor the second, third and fourth tiers Danish football.
June 18 – Premier League West Ham United have renewed their long-standing partnership with Corpay, signing a multi-year extension that will see the collaboration enter its eighth year.