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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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).
December 9 – The Ligue de Football Professionel (LFP) has signed a multi-year deal with Essilor which will see the French multinational corporation become the Visual Health Partner of the Ligue 1 McDonald’s, Ligue 2 BKT, the Trophée des Champions and the LFP’s esports division.
December 9 – Major League Soccer (MLS) has continued to build its sponsorship revenues, hitting a record $665 million in 2024, uncovered by research courtesy of Sponsor United.
December 5 – Saudi Arabia’s network and influence in global sports and football keeps growing. With the Arab kingdom’s coronation as host of the 2034 World Cup just days away, a new report details a web of Saudi sponsorship deals, but cautions that good governance could suffer as a result.
December 5 – Juventus have signed a new two-year deal with Italian telecoms giant TIM, which will see the mobile provider become a premium partner of the club until 2026.