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.
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.
January 29 – MG Motor UK has become Premier League Arsenal’s Official Automotive Partner in a multi-year deal.
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.
January 26 – The US Soccer Federation has agreed a multi-year deal with Marriott Bonvoy who will become the federation’s Official Hotel Partner.
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.
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.
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.
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.