February 2 – Ticketing giant Live Nation has secured the naming rights to River Plate’s Estadio Monumental as part of a long-term commercial partnership with Argentina’s most powerful club.
January 30 – Visa has moved deeper into football’s emerging entertainment space after agreeing a partnership with Kings League Brazil for the 2026 season, aligning the global payments brand with one of the fastest-growing properties in the seven-a-side game.
January 30 – Canadian Soccer Business (CSB) has added a national media partner to its commercial portfolio after confirming a sponsorship and digital content agreement with StackTV, Corus Entertainment’s premium streaming platform, aimed at increasing the visibility of the Canadian Premier League throughout the country.
January 28 – Major League Soccer (MLS) and its commercial arm Soccer United Marketing (SUM) have announced a new multi-year partnership with Polymarket, naming the platform an Official Partner of MLS and Leagues Cup and positioning it as the league’s Official and Exclusive Prediction Market Partner across its main properties, including MLS Cup, the MLS All-Star Game and Leagues Cup.
January 27 – Visa has been confirmed as a global sponsor of the inaugural FIFA Women’s Champions Cup, securing naming rights to individual awards just days before the new competition gets underway.
January 27 – College soccer received a commercial boost this week which it is hoped will make the sport more competitive in recruiting.
January 27 – The Hellenic Football Federation (EPO) and Аdidas have officially entered a new era, announcing a partnership for the German brand to become the official technical partner of all Greek National Teams until 2030.
January 26 – AS Roma have added another Middle Eastern name to their commercial mix, announcing a partnership with Gulf-based fragrance brand Gissah in a deal that pushes the club further into lifestyle licensing and underlines how businesses from the region continue to find footholds in European football.
January 26 – Major League Soccer club, New York City FC, has announced a new tourism partnership with Visit Tampa Bay, naming the destination marketing organisation an Official Tourism Partner of the club for the 2026 MLS season.
January 22 – LaLiga has signed a new agreement with Brazil’s SportyBet as Spain’s top division continues to double down on one of its most important overseas markets.
January 20 – The Bulgarian Football Union (BFU) and Vivacom, Bulgaria’s leading telecommunications company, have officially extended their strategic partnership, signing a new sponsorship agreement for an additional two years. The new contract is valid until 2027.
January 19 – MLS Cup Champions, Inter Miami CF, is doubling down on a commercial strategy built around scale and global relevance, announcing expanded partnerships with Lowe’s and Ergo Next Insurance as the club moves towards the opening of Miami Freedom Park in 2026.
January 16 – Turkish powerhouse Fenerbahçe SK has announced two sponsorship agreements for both its men’s and women’s teams.
January 16 – AS Monaco have announced the return of eToro as an official partner, with the two parties agreeing a new deal running until 2028.
January 16 – Brazilian giants Corinthians are about to lock in one of the biggest sponsorship deals in Brazilian football, extending their partnership with betting company Esportes da Sorte through to 2029. Once signed, the agreement will guarantee the club at least R$150 million ($28 million) per year, with the figure rising toward R$200 million ($37 million) if performance targets are met.