February 23 – The Romanian Football Federation (FRF) and Penny Romania have extended their partnership through 2030. The sponsorship has been one of the most enduring in the federation’s history, with the retail giant maintaining its role as the main sponsor for all 20 Romanian national teams.
February 20 – The Turkish Football Federation (TFF) has signed a major sponsorship agreement with Fuzul, a leader in the savings-based finance sector.
February 20 – Los Angeles FC have added an unlikely-sounding name to their commercial roster, announcing a partnership with Liquid Death – the canned water brand whose marketing leans more heavy metal than hydration.
February 17 – The Turkish Football Federation (TFF) has officially announced a new two-year agreement with Sarıyer Kola, one of Turkey’s leading domestic beverage brands, designating them as the Official Supply Sponsor for the Turkish National Teams.
February 16 – Real Madrid’s Santiago Bernabéu has been identified as Europe’s most valuable stadium naming rights asset, with an annual fair market value of €21.1 million (£18.4 million), according to new analysis from The Sponsor.
February 16 – Global beverage giant Coca-Cola has become an official partner of the Croatian FA (HNS) and the Croatian national football team.
February 13 – Online bank Revolut has partnered with Manchester City as a back-of-shirt sponsor, agreeing a multi-year deal covering both men’s and women’s teams in differing capacities.
February 13 – Promotion chasing Southampton FC, who have stuttered in a stop-start season to date, might some consistent performance fizz with a new partnership agreed with Carlsberg Britvic and Pepsi MAX.
February 11 – Manchester City have signed a new multi-year partnership with Chinese car brand BYD in a deal that places the fast-growing automotive giant at the heart of the club’s matchday and training environment.
February 11 – Tottenham Hotspur’s commercial engine keeps ticking along, even as the football side heads towards another implosion, with last night’s loss to Newcastle United precipitating the firing of manager Thomas Frank.
February 10 – Brazilian club Corinthians and Chinese car manufacturer BYD have signed a one-year sponsorship deal until the end of 2026.
February 9 – Ajax has added a new commercial partner to its roster after confirming a multi-year agreement with TinQEnergie, who will be the club’s Official Energy Partner until at least 2028.
February 4 – Manchester City have confirmed a new multi-year deal with the UK’s best-known sports drink brand, Lucozade. From matchdays to training sessions, and across the men’s, women’s, and academy setups, player bottles, ice coolers, and training spaces will now be branded.
February 4 – The Coca-Cola Company has doubled up in Northern Ireland with partnerships with both the Irish Football Association (IFA) and the Northern Ireland Football League (NIFL), in a deal spanning both the national and domestic games.
February 3 – Bulgaria’s Botev Plovdiv have announced the signing of a new long-term partnership agreement with the renowned Italian sportswear brand, Macron. The new deal extends a prior collaboration through the end of the 2028/29 season.