December 8 – Liverpool FC has extended its long-term partnership with Carlsberg, which will see the Danish Brewer remain the Reds’ Official beer until the end of the 2033/34 season.
December 8 – Liverpool will mark the return of the philanthropic ‘Futuremakers’ programme in collaboration with lead sponsor Standard Chartered, in the third annual effort to aid disadvantaged children worldwide.
December 6 – UEFA has secured a first-time partnership with FMCG giant Unilever with sponsorship activation during Euro 2024 for its personal care and nutrition brands.
December 5 – Newcastle United have welcomed InPost to its growing partnership roster, with the club announcing a multi-year deal with the e-commerce delivery platform.
December 5 – English Championship club Norwich City have returned condiment producer Coleman’s (famous for its English mustard) to its official club sponsorship roster, with the first activation of the partnership being a ‘Bring the Heat’ campaign set to take place over the club’s festive fixtures.
December 1 – Arsenal has announced a new global partnership with ZC Tyres in a deal that will see the Chinese tyre manufacturer join the Premier League leaders’ extensive partnership roster as its Official Global Tyre Partner.
December 1 – Manchester City’s charitable arm, City in the Community, has unveiled Nissan as its first Official Equality, Diversity, and Inclusion Partner.
November 30 – Following in the footsteps of FIFA, UEFA has teamed up with Betano, who will become the European confederation’s betting partner for Euro 2024.
November 29 – NWSL side Kansas City Current has announced The University of Kansas Health System as the club’s Official Healthcare Provider, effective at the start of the 2024 season.
November 24 – The English FA has announced a partnership with Adobe that will see the software company become the title sponsor of the Women’s FA Cup until July 2026.
November 21 – Puma are extending their five-year official ball sponsorship with LaLiga with a new multi-year deal starting with the 2024/25 season.
November 20 – The Turkish Football Federation (TFF) and have agreed a national team sponsorship with Istanbul airport’s iGA PASS which provides services for travellers through the airport.
November 16 – Online travel and accommodation platform Booking.com as agreed a sponsorship with UEFA for both the men’s Euro 2024 in Germany and Women’s Euro 2025 in Switzerland.
November 16 – Manchester United have unveiled a multi-year global partnership with WOW Hydrate. The sports and fitness drink becomes the club’s official sports hydration partner.
November 16 – Inter Milan has reached a deal with Qatar Airways that will see it become the club’s Official Global airline partner until the 2025/26 season.