Mitre bring-in limited edition winners balls for FA Cup
January 9 – British football brand Mitre, the official ball supplier of the Emirates FA Cup & Adobe Women’s FA Cup, has introduced limited-edition winners’ balls for the first time.
Sponsorship
Argentina FA adds BGH to sponsorship roster through 2026 World Cup
January 2 – The Argentine Football Association (AFA) has announced a new regional sponsorship agreement with air conditioning company BGH, marking another strategic partnership as the national team gears up for the 2026 World Cup.
Elitbet mops up club sponsorships outside Bulgarian top tier
December 23 – Bulgaria’s Etar Veliko Tarnovo has signed a sponsorship agreement with the betting company Elitbet. The contract between the two parties is for two years.
Spurs partner with Singapore’s Tiger Beer
December 18 – Tottenham Hotspur continues to remain ‘Spursy’ on the pitch, however, when it comes to marketing and partnerships, the North London club roar. In a new deal, the club has announced that Tiger Beer will be its ‘Official International Beer Partner’ in an effort to capitalise on the team’s growing presence in Asia.
Subway takes naming rights to Women’s League Cup
December 15 – Fast food giant Subway has signed a multi-year agreement with Women’s Professional Leagues Limited (WPLL), making it the new title partner of the Women’s League Cup.
TOGG parks logo on Bursaspor shorts
December 16 – Turkey’s Bursaspor has signed a sponsorship deal with local car manufacturer TOGG that will see its logo placed on Bursaspor’s team shorts and one of the stands at the Centennial Atatürk Stadium will be renamed.
Lidl adds to its UEFA deals, becoming partner of Women’s Euro 2025
December 13 – UEFA has announced Lidl as an Official Partner for UEFA Women’s Euro 2025, the largest women’s Euro in history, set to take place in Switzerland across eight host cities in July 2025.
Sports Illustrated takes naming rights to New York Red Bull’s stadium in 13-year deal
December 12 – New York Red Bulls (NYRB) have entered into a ground-breaking 13-year naming rights agreement that will see their home rebranded from Red Bull Arena to Sports Illustrated Stadium, effective immediately.
Galatasary sign one-season shirt deal with Northern Cypriot real estate firm Alpcans
December 10 – Turkey’s Galatasaray have signed a one-season shirt sponsorship agreement with Alpcans, a real estate business operating in Northern Cyprus, officially known as the Turkish Republic of Northern Cyprus (TRNC).
Essilor boosts its brand visibility with LFP sponsorship
December 9 – The Ligue de Football Professionel (LFP) has signed a multi-year deal with Essilor which will see the French multinational corporation become the Visual Health Partner of the Ligue 1 McDonald’s, Ligue 2 BKT, the Trophée des Champions and the LFP’s esports division.
MLS sponsorship hits record $665m in 2024
December 9 – Major League Soccer (MLS) has continued to build its sponsorship revenues, hitting a record $665 million in 2024, uncovered by research courtesy of Sponsor United.
Saudi web of sponsorships has ‘reshaped the sports world’, says report
December 5 – Saudi Arabia’s network and influence in global sports and football keeps growing. With the Arab kingdom’s coronation as host of the 2034 World Cup just days away, a new report details a web of Saudi sponsorship deals, but cautions that good governance could suffer as a result.
TIM signs 2-year premium partnership with Juve
December 5 – Juventus have signed a new two-year deal with Italian telecoms giant TIM, which will see the mobile provider become a premium partner of the club until 2026.
Hong Kong FA powers its sponsor roster with ChargeSpot deal
December 3 – The Football Association of Hong Kong (HKFA) has announced a new sponsorship agreement with ChargeSpot, a shared power bank provider, to support the national team for the 2024-25 season, serving as HKFA’s Official Power Partner.
Al-Ittihad score a commercial brace with new club shop and VW shirt deal
December 3 – Al-Ittihad, the nine-time winners of the Saudi Pro League and current league leaders by two points after 12 games, are also enjoying a good season off the pitch, having recently announced two noteworthy deals.