Fashionable new look for Romanian national teams
March 13 – The Romanian Football Federation (FRF) has announced a new partnership with fashion brand Made by Society to develop a clothing collection dedicated to the Romanian National Team.
Sponsorship
Argentina sell training kit slot to Google’s AI platform Gemini
March 8 – Current World Champions Argentina, who have seemingly perfected the art of monetising every aspect of the Lionel Messi national team programme, struck a high-profile sponsorship with Gemini, the artificial intelligence platform developed by Google.
La Compagnie lands French national team deal to end of World Cup
March 8 – The French Football Federation (FFF) has named boutique carrier La Compagnie as the Official Airline of the French national team through to the end of July, covering a busy period of transatlantic travel as preparations intensify ahead of the 2026 World Cup.
Walmart buys into Canada Soccer ahead of 2026 kick-off
March 6 – With the countdown to the 2026 World Cup now measured in weeks, Canada Soccer has teamed up with retail giant Walmart Canada in a nationwide collaboration designed to bring Canadians closer to the game.
Inter Miami land fintech giant NU as stadium rights sponsor
March 5 – MLS Cup Champions Inter Miami CF have landed a stadium naming rights deal ahead of the 2026 season, partnering with Brazilian fintech giant Nu in what could become one of the most valuable commercial agreements in Major League Soccer (MLS) history.
Fans call on FIFA to end Aramco’s World Cup sponsorship
March 3 – Ahead of the 2026 World Cup, a coalition of supporters has called on FIFA to end their sponsorship deal with Saudi Arabia’s Aramco and ban fossil fuel companies and other big polluters from sponsoring FIFA competitions.
Inter Milan facing sanction in Norway over shirt sponsor
March 3 – Inter Milan could face sanctions in Norway for displaying gambling sponsorship on their shirts during a Champions League tie in the country.
MLS makes new lower back-of-shirt ad slot available to clubs
March 2 – Major League Soccer will allow clubs to sell a new sponsorship position on the lower back of jerseys starting this season, adding a fourth commercial placement on each kit and creating another source of revenue for teams across the league.
Alsi joins AFC Champions League Elite Finals sponsorship roster
March 2 – Alsi has been confirmed as an Official Global Supporter of the AFC Champions League Elite Finals Jeddah 2026, strengthening the commercial programme around the AFC’s revamped flagship club competition.
Yandex goes along for the ride with Uzbekistan’s Proliga and Super League
March 2 – Ridesharing company Yandex Uzbekistan has entered domestic football sponsorship through a broad cooperation agreement with the Professional Football League of Uzbekistan.
West Ham gets its community mobile with Lyca and an Olympic Park track night
February 27 – More than 300 runners turned out at the London Marathon Community Track in Stratford as West Ham United staged their latest Track Night, backed by long-time partner Lyca Mobile.
Bayern Women activate Hitachi partnership
February 24 – FC Bayern Women have formally activated their new long-term partnership with Hitachi Energy, with club executives signalling that the agreement represents a step change in the commercial positioning of the women’s side.
Manchester City ink Silentnight deal to kit out ‘The Medlock’
February 24 – Manchester City have added another commercial partner to their expanding portfolio, confirming a deal with UK bedding manufacturer Silentnight as the club’s Official Sleep Partner.
British government considers unlicensed gambling operator ban in EPL
February 24 – The British government has unveiled plans to ban unlicensed gambling operators from sponsoring professional sports teams, including English Premier League clubs.
LAFC builds (S)on its Korean links with Seoul tourism deal
February 23 – Los Angeles FC is partnering with the Seoul Metropolitan Government and the Seoul Tourism Organisation. The agreement names Seoul as an official tourism partner of Los Angeles FC.