Coca-Cola returns to Premier League with 3-year sponsorship
May 21 – Coca-Cola is making its return to the Premier League, signing a new three-year deal to become the league’s official soft drink partner starting from the 2025/26 season.
Sponsorship
Continental Tire puts more mileage on MLS partnership
May 21 – Continental Tire and Major League Soccer (MLS) have announced a multi-year extension to their partnership, continuing a successful 15-year relationship. As part of the renewed agreement, Continental Tire will remain the presenting partner of Sunday Night Soccer on MLS Season Pass on Apple TV.
CKB Bank agrees Montenegran national team sponsorship
May 20 – The Football Federation of Montenegro (FSCG) has agreed a deal with financial services provider OTP Group, its CKB Bank (Crnogorska Komercijalna Banka) becoming the sponsor of all Montenegro national teams.
Brentford drive towards the future with Cazoo commercial partnership
May 20 – Brentford’s commercial partnership with Motors is entering a new phase, with the automotive platform elevating its recently acquired brand Cazoo to the forefront of its multi-year deal with the English Premier League club.
Law firm Hill Dickinson picks up naming rights to Everton’s new Bramley-Moore Dock stadium
May 19 – Everton’s new home at Bramley-Moore Dock will officially be known as the Hill Dickinson Stadium, following a landmark naming rights agreement with the Liverpool-based legal firm reportedly worth £10 million a year.
AS Monaco extend luxury furniture deal with Roche Bobois
May 15 – AS Monaco have extended their partnership with luxury French furniture brand Roche Bobois for another two seasons, as the club continues to grow one of the most expansive premium partnership portfolios in European football.
Betano picks up Danish Superliga club Brøndby IF’s shirt sponsorship
May 14 – Kaizen Gaming’s online betting brand Betano, which has been establishing a large footprint in football sponsorship, has become the main partner and shirt sponsor of Danish Superliga club Brøndby IF in a three-year deal beginning this August.
MLS’s Minnesota United secure landmark sleeve sponsorship deal
May 13 – A stellar week for Major League Soccer’s (MLS) Minnesota United FC saw them thrash Inter Miami 4-1, cheekily troll Miami owner David Beckham, and ink a groundbreaking multi-year deal with hometown heroes NutriSource Pet Foods and Finley’s Pet Treats.
Ocean Spray ‘Just Adds Cran’ as official juice sponsor of the Leagues Cup
May 13 – Ocean Spray Cranberries Inc. has secured a multi-year deal as the official juice sponsor of the Leagues Cup, the growing tournament between Major League Soccer (MLS) and Liga MX clubs now entering its third year.
Škoda changes gear taking Chelsea women’s shirt position as club targets double
May 9 – Chelsea Women have deepened their ties with Škoda UK, announcing the brand as the club’s first Back-of-Shirt Partner in a deal that reinforces the carmaker’s commitment to women’s sport.
AS Monaco announce extension with nutrition company Zumub
May 8 – AS Monaco have announced the extension of their partnership with Portuguese sports nutrition company Zumub, which will remain the club’s official nutrition supplier through to the end of the 2025/26 season.
River Plate announce major Betano deal
May 6 – River Plate have announced a major new sponsorship agreement with Kaizen Gaming, making Betano the club’s main and front-of-shirt partner starting immediately.
Barca tunes up Travis Scott promo and merchandise for Clásico
May 2 – Barcelona will wear a limited-edition Travis Scott x Cactus Jack kit in next weekend’s Clásico against Real Madrid, the latest chapter in the club’s commercial partnership with Spotify.
Celtic strike ‘long-term’ partnership extension with adidas
May 1 – Celtic have renewed their partnership with adidas with a landmark, long-term deal, reportedly extending their collaboration for a further ten-years.
Bulgarian milk producer fuels BFU sponsorship with youth team deal
April 30 – The Bulgarian Football Union (BFU) has signed a one-year sponsorship agreement with dairy company LB Bulgaricum, who become the main sponsor of the Bulgarian U21 youth team.