PepsiCo builds brand partnership with Saudi Pro League
February 13 – The Saudi Pro League has announced a new partnership with PepsiCo as it begins to build global commercial partnerships to match its star-studded league.
Sponsorship
Wwin signs 5-year naming rights deal for Bosnia and Herzegovina’s top tier league
February 12 – The Football Federation of Bosnia and Herzegovina (FSbiH) has signed a sponsorship contract with online bookmaker Wwin.
Just Eat agrees renews UEFA sponsorship for new 3-year cycle
February 12 – UEFA has announced that long-term partners Just Eat have renewed their sponsorship of the Champions League, Europa League and Conference League until 2027.
Real Madrid shirt keeps printing money with record €70m HP sleeve deal
February 6 – Real Madrid’s €70 million-per-season sponsorship deal with technology giants HP, announced end of last week at an event held at Real Madrid City, tops the list of the world’s most lucrative football shirt sponsors.
Football Australia signs Nestlé brand to MiniRoos programme
January 31 – Football Australia (FA) has agreed a sponsorship with Nestlé Dairy brand Milo who become an Official Partner of MiniRoos, Australia’s junior football grassroots programme.
MG drives EV product line with Arsenal sponsorship
January 29 – MG Motor UK has become Premier League Arsenal’s Official Automotive Partner in a multi-year deal.
Orlando’s MLS and NWSL clubs get Inter&Co as new stadium naming rights partner
January 28 – Brazilian-based digital financial service firm Inter&Co is the new stadium naming rights partner for Orlando’s soccer stadium, home to Orlando City in the MLS and Orlando Pride in the NWSL.
Marriott Bonvoy checks in with US Soccer for a multi-year stay
January 26 – The US Soccer Federation has agreed a multi-year deal with Marriott Bonvoy who will become the federation’s Official Hotel Partner.
Raiffeisen Bank branches out with naming rights to Kosovo’s top tier league
January 25 – The Football Federation of Kosovo (FFK) has agreed a sponsorship with Raiffeisen Bank who become the main sponsor of the Kosovan First Football League, which from the spring of 2024 will be renamed the Raiffeisen First League.
Inter Miami and Royal Caribbean launch main sponsorship, and a ship
January 25 – Inter Miami have launched their partnership with cruise line Royal Caribbean International becoming the club’s main sponsor in a multi-year deal starting with the 2024 season.
Red Star close to resigning Telekom Srbija to a paid contract
January 24 – Serbia’s Red Star Belgrade (Crvena Zvezda) said they are about to renew their sponsorship with Telekom Srbija, despite the contract having expired last summer.
Telekom Srbija has been the club’s main sponsor and its branding is still seen around the club. Red Star’s general secretary Zvezdan Terzic (pictured) said that while the current sponsorship is not paid for, that will change.
Currently Red Star’s main sponsor is Russian oil company Gazprom.
Turkish SuperLig debuts SAOT as part of Türk Telekom renewal
January 23 – The Turkish Football Federation (TFF) and state-owned telecommunications giant Türk Telekom have renewed their long-term cooperation, with Türk Telekom becoming the technological sponsor of the Trendyol Super Lig.
Skoda plugs-in to women’s game and Chelsea
January 22 – Skoda have announced a partnership with Chelsea FC Women which will see the auto brand become Official Car Partner of the six-time Barclays WSL champions.
DFL extends EA Sports deal until 2027
January 19 – Germany’s DFL and EA Sports have extended their partnership until 2027, seeing EA Sports retain exclusive license rights for the Bundesliga and Bundesliga 2 in future EA Sports FC titles.
North Macedonia renew kit deal wth Jako for another year
January 19 – The Football Federation of North Macedonia has renewed its kit with German sportswear supplier Jako for another year.