United Airlines get into bed with Wrexham as Welsh club plans US pre-season
May 22 – United Airlines has taken a new step in their ongoing partnership with Wrexham AFC by debuting limited-edition Wrexham-themed amenity kits and pyjamas.
Sponsorship
Chase provides low-income support for coach training via Britain’s four home nations
May 22 – Online bank Chase and the four British ‘home’ nations have teamed up to support aspiring coaches from low-income backgrounds by funding 2,900 introductory qualifications and 85 professional coaching bursaries across England, Northern Ireland, Scotland, and Wales.
Palms Bet doubles up on Levski sponsorship and forgoes €650k of fees
May 22 – Palms Bet, the main sponsor of Bulgaria’s Levski Sofia, is set to more than double its sponsorship payments to the club, according the bookmaker’s owner Milo Borisov (pictured).
Flamengo set to agree doubling of Pixbet sponsorship
May 21 – Brazilian giants Flamengo are closing in on the renewal of their partnership with bookmaker Pixbet in what will be the club’s biggest-ever sponsorship.
Aston Villa confirm Adidas for new multi-year kit deal beginning next season
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.
Betano renews Benfica shirt sleeve sponsorship for further three seasons
May 20 – Online bookmaker Betano has renewed its sleeve sponsorship with Portgual’s Benfica for a further three years.
Capelli lands league-wide USL Super League kit deal
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.
Lucozade make Bellingham the face of ‘Bring the Energy’ campaign
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.
Betano supports Argentina launch with league naming rights
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.
Betfair expands into Brazilian market with record Vasco da Gama shirt deal
May 14 – Brazilian club Vasco da Gama has signed a new main sponsorship with Flutter Entertainment online betting brand Betfair.
William Hill set to put its money on SPFL title sponsorship
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.
Inter Miami add VISA to sponsorship roster in worldwide deal
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.
AC Milan commit to Telegram platform with TG.Casino deal in Europe
May 7 – AC Milan have unveiled online casino platform TG.Casino as the club’s Official Regional iGaming Partner in Europe.
French federation extends Nike kit deal for further 8 seasons
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.
Grealish joins Pepsi’s global ambassador roster
May 3 – From Pep to Pepsi: Pepsi Max has unveiled Jack Grealish as its latest global brand ambassador.