Celtic strike ‘long-term’ partnership extension with adidas
May 1 – Celtic have renewed their partnership with adidas with a landmark, long-term deal, reportedly extending their collaboration for a further ten-years.
Sponsorship
Bulgarian milk producer fuels BFU sponsorship with youth team deal
April 30 – The Bulgarian Football Union (BFU) has signed a one-year sponsorship agreement with dairy company LB Bulgaricum, who become the main sponsor of the Bulgarian U21 youth team.
AS Monaco extend partnership with fashion label Vicomte A.
April 24 – AS Monaco have extended their partnership with French fashion label Vicomte A. until 2027, as the Principality club continues to build one of the most expansive sponsorship rosters in European football.
Dortmund steps up push into Vietnam with Kobler regional renewal
April 23 – Borussia Dortmund have renewed their partnership with Vietnamese firm Kobler through the 2025/26 season, extending a regional agreement that has become central to the Bundesliga club’s Southeast Asia commercial strategy.
Macedonian FA makes room for Hilton sponsorship deal
April 23 – The North Macedonian Football Federation (FFM) has signed a partnership agreement with hotel chain DoubleTree by Hilton.
PSG extend Visit Rwanda deal despite growing concerns
April 17 – Paris Saint-Germain (PSG) and Visit Rwanda have extended their partnership until 2028 despite growing concern over the actions of Paul Kagame’s regime.
Levski Sofia announce two-year NostroLux deal
April 17 – Bulgaria’s Levski Sofia has signed a two-year sponsorship agreement with the online retail company NostroLux. The agreement will come into effect in August this year, when the new season starts in Bulgaria.
Barcelona to go “Sicko Mode” with Travis Scott
April 17 – FC Barcelona’s sponsorship with music streaming giant Spotify continues to blend football with music, with the upcoming El Clasico against Real Madrid on May 11 seeing the club feature Travis Scott branding on their iconic Blaugrana shirt.
Union Berlin promise football that puts you to sleep
April 17 – FC Union Berlin’s main sponsor HomeToGo has dreamed up a novel way for supporters to spend more time at their beloved Stadion An der Alten Försterei – by letting them literally spend the night there.
North Macedonia fuels its youth programmes with Vitaminka Prilep deal
April 16 – The Football Federation of North Macedonia has signed a sponsorship agreement with Vitaminka Prilep, one of the country’s largest food companies.
PepsiCo renews UEFA Women’s Football sponsorship to 2030
April 9 – PepsiCo, who have been a supporter of UEFA Women’s Football since 2019, have renewed their sponsorship until 2030.
Keeping it local. Centreville Bank takes naming rights to Rhode Island FC’s new stadium
April 9 – Rhode Island FC, who debuted in the US’s second tier USL Championship in 2024, will open their second season in their new stadium with a new corporate partner, Centreville Bank, who have bought the stadium naming rights.
AC Milan agrees regional betting parternship with Brazil-based Reals
April 7 – AC Milan have announced a new regional partnership with Reals, a leading sports betting and online gaming company in Brazil, as the Rossoneri look to deepen their presence across Latin America. The agreement sees Reals become the Official Regional Betting Partner of the club in the region.
Brentford secure DeterTech as new club partner
April 4 – Premier League Brentford have added a new name to its growing commercial portfolio, announcing a partnership with UK-based security specialists DeterTech as the club’s official site security partner.
NWSL-AT&T sponsorship deal ‘invests in future of women’s sports’
April 3 – The National Women’s Soccer League (NWSL) continues to go from strength to strength, announcing a multi-year sponsorship deal with communications giant AT&T.