Nike Vision teams up with Venezia as Official Partner of Serie B club
January 15 – Serie B outfit Venezia FC have confirmed a new commercial partnership with Nike Vision, expanding the club’s visibility in the fashion space.
Sponsorship
Spurs add H.I.S. travel agency as regional partner in Japan
January 14 – Tottenham Hotspur have named Japanese travel agency H.I.S as their Official Regional Partner in Japan, with an all-new agreement in place until the end of the 2027-28 season.
Egyptian coastal town El Gouna agrees Aston Villa training kit deal until end of season
January 13 – Aston Villa Football Club have unveiled El Gouna Red Sea as the club’s training wear sponsor in a deal lasting until the end of the 2025/26 season.
Deutsche Bank extends Eintracht Frankfurt stadium naming rights to 2035
January 12 – Eintracht Frankfurt and Deutsche Bank have agreed to extend the naming rights and broader cooperation around Deutsche Bank Park by eight years, taking the deal through to 2035. The new term now matches the stadium lease agreement with the City of Frankfurt. Financial details were not disclosed.
Inter agree 3-year deal with Coca-Cola
January 12 – Serie A club, FC Internazionale Milano has confirmed a new three-year commercial partnership with Coca-Cola, naming the company the club’s Official Soft Drink Partner, with Powerade appointed as Official Sports Drink Partner.
It never rains but it pours at Celtic. Avant Water deal dampens flames of fan fury
January 12 – Scottish club Celtic FC has confirmed a new partnership with Avant Water, naming the company the club’s Official Water Partner for the remainder of the 2025/26 season, with the agreement set to run through to 2028.
La Liga hydrates with 43-country Oshee sponsorship renewal
January 9 – Spain’s LaLiga is continuing to push its footprint beyond its borders, renewing and expanding its partnership with Polish sports drink brand Oshee with the new agreement stretching across 43 European markets.
Bayern Munich ink multi-year partnership with ERL Immobiliengruppe
January 8 – Bayern Munich have added a new category to their commercial portfolio, confirming a multi-year partnership with ERL Immobiliengruppe that names the Bavarian property company as the club’s first Official Real Estate Partner.
Liverpool add Tommy Hilfiger to commercial portfolio
January 8 – Liverpool have added another premium global brand to their commercial portfolio, announcing a long-term partnership with Tommy Hilfiger that signals a further step in the club’s move towards lifestyle and cultural-led collaborations.
Ebury targets reach of southern French business with OM sponsorship
January 7 – Olympique de Marseille have unveiled a new partnership with London-based fintech company Ebury. Alongside the sponsorship, Ebury has opened a new office in Marseille, deepening its footprint in France and signalling a push into southern Europe, with OM as the key to unlock the region.
Digital storage giant Lexar joins Argentina national team sponsor roster
January 7 – The Argentina Football Association (AFA) is continuing to maximise the sales momentum of the country’s 2022 World Cup win and Lionel Messi’s celebrity with their latest partnership with storage company Lexar.
Rangers confirm Pipeline as back-of-shirt sponsor
January 6 – Rangers capped a fine weekend in which they beat Celtic in the ‘Old Firm’ derby by confirming Pipeline Energy Solutions as back-of-shirt lower sponsor for the remainder of the 2025/26 season.
PSG agree sleeve patch sponsorship with Dubai’s Beyond Developments
January 4 – French giants, Paris Saint-Germain, have announced a multi-year global sponsorship with Beyond Developments, a Dubai-based real estate company. Under the agreement, Beyond becomes PSG’s Premium Sleeve Partner through 2029, with its logo making its debut in the Parisian derby against Paris FC.
Bank Rakyat Indonesia to use Barca partnership to drive local commercial banking business
January 1 – FC Barcelona has announced a new commercial partnership with Bank Rakyat Indonesia (BRI), naming the state-owned lender as the club’s Official Commercial Banking Partner in Indonesia through December 31, 2027.
Veltins agrees 10-year extension to Schalke 04 stadium naming rights
December 22 – FC Schalke 04 have agreed a 10-year extension to their stadium naming rights with Veltins brewery.