PSV hope Wasserman can boost commercial ambitions
February 25 – Dutch champions PSV Eindhoven have announced a strategic partnership with global sports agency Wasserman, aimed at enhancing the club’s commercial operations.
Sponsorship
China’s JD.com debuts as final secondary sponsor for UEFA Champions League
February 24 – UEFA has locked in its final secondary sponsor for the Champions League, with Chinese e-commerce powerhouse JD.com joining EA Sports, Oppo, and Topps in the ‘Global Enhanced Product / Service Partner’ tier.
Inter Miami announce renewal of 10 club partners
February 24 – Inter Miami CF is rapidly becoming the ‘IT’ club in Major League Soccer (MLS) attracting a host of sponsors, and that looks set to continue as the club has just announced the renewal of 10 key partners.
Man City build their digital power play with Publicis Sapient
February 21 – Manchester City have struck a multi-year partnership with digital consultancy Publicis Sapient, naming the firm as its official digital business transformation partner in a move aimed at modernising the club’s digital ecosystem.
Coca-Cola makes Powerade move in US in bid to regain market share from Gatorade
February 20 – Coca-Cola has confirmed it will replace BodyArmor with Powerade as the official sports drink of Major League Soccer (MLS) and U.S. Soccer. The beverage giant, a long-standing partner of football’s biggest tournaments, is backing Powerade’s resurgence to attract younger consumers while aiming to wrestle back market share from Gatorade.
Online bookie now banned in the UK, puts a Stake down in Chilean football
Wednesday 19 – Online bookmaker Stake.com, who are the short sponsors of Everton but have been banned in the UK, have turned their attention to South America and announced a front-of-shirt sponsorship with Chilean Primera División side, Club Deportivo Ñublense.
Argentine FA unveils all-crypto sponsorship deal with XBO.com exchange
February 17 – The Argentine Football Association (AFA) has inked a sponsorship deal with crypto exchange XBO.com, making it the Official Global Sponsor of the Argentina National Team for 2025.
LA Galaxy opens accounts with Royal Bank of Canada
February 17 – The defending Major League Soccer (MLS) champions, the Los Angeles Galaxy have just signed a sponsorship agreement with the Royal Bank of Canada (RBC), and its LA based subsidiary City National Bank (CNB).
Captain’s round: Inter Miami hydrate with Más+ by Messi
February 17 – Inter Miami CF, and Argentine great, Lionel Messi have announced they are partnering with the GOAT’s energy drink Más+ by Messi.
Stake.com lose license but Everton keeping shirt sponsorship, for now
February 14 – Goodison Park was at the epicenter of a wonderous derby match versus Liverpool on Wednesday, but it was back to business on Thursday for Everton as their front-of-shirt sponsor was confirmed as having to give up its betting license in Great Britain.
Mulumbu urges Arsenal, Bayern and PSG to cancel Visit Rwanda sponsorship
February 13 – Former DR Congo captain Youssouf Mulumbu has waded into the debate over football clubs sponsoring Visit Rwanda by calling on them to reconsider the partnership.
Century 21 buys into MLS commercial real estate
February 13 – Major League Soccer (MLS) have announced a multi-year partnership with Century 21 Real Estate LLC, making the real estate company the ‘Official Real Estate Service Partner’ of MLS, the MLS All-Star game, and the MLS Cup.
Croatian FA looks to Kadena blockchain deal to upscale fan experience
February 12 – The Croatian Football Federation (HNS) and global blockchain company Kadena have announced a partnership running through 2028, including the 2026 World Cup and the 2028 European Championship, aimed at delivering new types of experiences to Croatian national team fans, regardless of their location.
CSKA Sofia land sponsorship with Bulgarian telecom giant
February 11 – Bulgaria’s CSKA Sofia have signed a new sponsorship agreement with the country’s largest telecom company, A1, with the company’s logo set to take its place on the back of the first team’s shirts.
Córdoba sell shirt sponsorship and stadium naming rights to Bahrain Victorious
February 10 – Spanish football has gained yet another deep-pocketed backer from the Gulf, as Bahrain secures a major sponsorship deal with Córdoba CF through its sports investment arm, Bahrain Victorious.