May 13 – AviaGames has partnered with the Argentine Football Association as a regional sponsor in a move designed to bring World Cup-themed football content into its portfolio of mobile games ahead of this summer’s tournament.
May 12 – Major League Soccer champions Inter Miami have announced IM8 as their official health supplements partner, in a deal that also sees the club take an equity stake in parent company Prenetics, the health business co-owned by David Beckham.
May 11 – The battery brand built on a single promise, and perhaps the best marketing line, ‘lasting longer than the rest’, has just bought the rights to football’s most agonising minutes.
February 8 – UK telecoms giant BT Group has been unveiled as the official telecommunications partner of UEFA Euro 2028.
May 8 – Turkey’s Besiktas JK has signed a strategic digital collaboration agreement with OKX TR, one of Turkey’s leading crypto platforms. The partnership aims to bridge the gap between sports and the digital finance ecosystem, offering exclusive benefits to the club’s fanbase.
]Under the terms of the agreement, Besiktas fans who register as new members on the OKX TR exchange will receive three months of free access to Karakartal+, the premium membership tier of the BJK SuperApp.
May 7 – English Premier League giant Manchester United are in advanced talks with betting firm Betway to conclude a training kit sponsorship deal which will begin next season.
April 28 – Sportswear giant Adidas has committed €100 million to the Bundesliga in a long-term investment designed to support the growth of German football’s top two divisions and their 36 member clubs.
April 28 – Inter Miami have signed a new partnership with Shift4, handing the payments specialist a central role in matchday operations at the club’s recently opened Nu Stadium.
April 24 – FC Barcelona have extended their partnership with WhiteBIT through to 2030, keeping the platform on board as a global partner and the club’s official cryptocurrency exchange.
April 23 – English Football League (EFL) Championship side Sheffield United will switch kit supplier next season after agreeing a new multi-year deal with adidas, bringing the two back together from the start of the 2026/27 campaign.
April 23 – English Premier League (EPL) side Brentford have entered a sponsorship deal with global jobs platform Indeed ahead of a voluntary ban on front-of-shirt betting sponsorships within the English top-flight that begins next season.
April 21 – Serie A club Lazio has signed up Polymarket, the cryptocurrency-based prediction market firm, as front-of-shirt partner through 2028. It ends a two-year search that has dragged on since Binance walked away at the end of the 2022-23 season.
April 20 – The Football Federation of Bosnia and Herzegovina (NS/FS BiH) has renewed its sponsorship with ASA Central Osiguranje with federation general secretary Adnan Džemidžić and ASA Central chairman Feđa Morankić confirming the deal at the weekend.
April 17 – The National Women’s Soccer League (NWSL) wants a piece of every boot and glove on the pitch. A new “exposure agreement” would force players with non-partner boot deals to cover the logos during matches, or pay fines that escalate to $32,000 per violation by the ninth offense.
April 15 – The Argentine Football Association has added Nexo, a digital asset platform, as a regional sponsor in South America ahead of the 2026 World Cup, with the now familiar ticket giveaways, signed shirts, and “exclusive” content with Lionel Messi and his teammates.