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.
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.
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.
January 19 – The Football Federation of North Macedonia has renewed its kit with German sportswear supplier Jako for another year.
January 19 – UAE-based online trading provider CFI Financial Group has agreed a global partnership with AC Milan, becoming the Italian Official Online Trading Partner.
January 1 – Brands are continuing to make ESG (environmental, social, and governance) as the most important criteria in their sponsorship decisions, according to a new report.
January 17 – FC Bayern Munich have agreed a multi-year partnership with Bitpanda which will see the financial technology company become the record German champions’ new Platinum Partner and official crypto trading partner for the first time.
January 15 – SuperSportbet, the South African online bookmaker just launched by South African sports broadcaster SuperSport, has has agreed a sponsorship with two South African Premier Division (DStv Premiership) clubs – Kaizer Chiefs and Orlando Pirates.
January 16 – Bulgarian club Botev Plovdiv has signed a sponsorship with Right Pack, one of the leading packaging manufacturers in Bulgaria, though what the sponsorship entails is unclear.
January 11 – The Hellenic Football Federation (EPO) has agreed a naming rights deal with online gambling company Betsson for the Hellenic Cup.
January 9 – Brazilian giants Corinthians have signed a record R$370m (£59.8 million) shirt sponsorship deal with VaideBet.
January 5 – Betting operator Pixbet has expanded its partnership with leading Brazilian club Flamengo with a new two-year shirt sponsor deal.
January 5 – Premier league Chelsea have agreed a sleeve sponsorship with cryptocurrency firm BingX.
January 3 – Brazil’s São Paulo has closed a R$ 25 million ($5 million) a year naming rights deal with confectionery giant Mondelez and its BIS chocolate brand.
December 19 – Manchester City has agreed a multi-year partnership with Kellogg’s that will see the cereal brand become theClub’s Official Breakfast Cereals partner for both the men’s and women’s first teams.