May 21 – Aston Villa have confirmed that adidas will be the club’s new kit partner from the 2024/25 season onwards. Adidas will replace Castore for Villa’s debut season in the Champions League.
May 20 – Online bookmaker Betano has renewed its sleeve sponsorship with Portgual’s Benfica for a further three years.
May 17 – The USL Super League have announced a new long-term, league wide uniform and apparel partnership with Capelli Sport, as the league expands its portfolio of brand partners as it establishes itself as tier one women’s professional league in the US.
May 15 – Jude Bellingham has partnered with Lucozade on a multi-year deal which will see the Real Madrid star become the face of a new multi-million pound ‘Bring the Energy’ TV campaign.
May 15 – Kaizen Gaming brand Betano has become the title sponsor and exclusive betting partner of the Argentina Football Association’s (AFA) Liga Profesional de Fútbol.
May 14 – Brazilian club Vasco da Gama has signed a new main sponsorship with Flutter Entertainment online betting brand Betfair.
May 10 – The Scottish Professional Football League (SPFL) is near to closing a new title sponsorship with bookmakers William Hill once online car retailer cinch’s contract runs out at the end of this season.
May 9 – With Lionel Messi back on the pitch and Inter Miami sitting top of the MLS and hammering in goals at more than double the rate of their nearest rival, the club have upgraded their sponsorship roster with a blue chip marketing partner.
May 7 – AC Milan have unveiled online casino platform TG.Casino as the club’s Official Regional iGaming Partner in Europe.
May 3 – The French Football Federation (FFF) has now announced that Nike will be its official equipment supplier for the period of the 2026/2027 to 2033/34 seasons as part of a mammoth contract extension, growing the partnership to 23 years in total with the possibility of extending further in the future.
May 3 – From Pep to Pepsi: Pepsi Max has unveiled Jack Grealish as its latest global brand ambassador.
May 3 – English Championship club QPR has agreed a shirt sponsorship with on-line bookmaker CopyBet who also become the club’s official betting partner.
May 2 – US tyre and wheels retailer Discount Tire has become a sponsor of the MLS in a multi-year agreement.
May 1 – BetMGM is to take over the ‘Official Training Wear Partner’ rights at Premier League club Tottenham Hotspur from next season.
April 30 – Liverpool FC have extended their long-term partnership with insurance giant AXA until 2029.