Botafogo land 3-year shirt sponsorship with VBET
January 14 – Brazilian giants Botafogo have announced a landmark partnership with online sports betting brand VBET as their new main shirt sponsor in a three-year agreement.
Sponsorship
German FA renews Coca-Cola sponsorship and styles up with Marc O’Polo fashion brand
January 1 – The German Football Association (DFB) has unveiled a new multi-year partnership with Scandinavian clothing brand Marc O’Polo, naming it the official fashion partner for its men’s and women’s senior and under-21 national teams.
Concacaf launches tender for betting sponsor
January 10 – Betting in football is a fact of life and the cost of doing business. In the club game, sponsorship is attached to almost anything that is within eyesight, however, the international game has been relatively immune until recently when both FIFA and UEFA agreed spnosrships with Betano and Bet365.
PSG gets crypto-cuddly with Bitpanda
January 10 – French champions Paris Saint-Germain have announced a partnership with Austrian crypto platform Bitpanda.
Red Bull’s wings land at Atletico Madrid
January 10 – Energy drinks are one of the unquestioned drivers of sponsorship in sports, with Red Bull often leading the way. They have further cemented that reputation by joining forces with Spanish powerhouse, Atlético de Madrid, becoming the official energy drink of the club until June 2027.
Emirates lands Galacticos-branded aircraft in Jeddah for start of Spanish Super Cup
January 9 – Current UEFA Champions League and La Liga holders Real Madrid are flying high in more ways than one after Emirates, the Official Main Partner of Real Madrid, revealed a special livery on one of its Boeing 777 aircraft.
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.
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).