Man City plug in first Central Asian sponsorship with Uzbek brand Artel
December 19 – Manchester City have secured their first Central Asian sponsorship with Artel Electronics, the largest consumer electronics manufacturer in the region.
Sponsorship
NYFC’s Etihad Park Paze’s the way to a fully integrated stadium experience
December 19 – By bringing in online wallet Paze as a founding partner of Etihad Park, New York City FC’s new multi-year partnership with Early Warning Services is leaning into a bigger idea about what modern stadiums are becoming and what role they play in city life.
BarberBoss groomed for Everton global partnership
December 19 – Everton have expanded their commercial line-up with the addition of British grooming brand BarberBoss, which has signed a multi-year agreement to become the club’s first Official Men’s Grooming Tech Partner.
Liverpool secure AI marketing automation partnership with SAS deal
December 18 – Liverpool have deepened their commitment to data-led operations after confirming a new multi-year partnership with SAS, which becomes the club’s official AI marketing automation partner.
Euronics extends Women’s Champions League sponsorship and adds Euro 2029
December 18 – Electronics and home appliance retailer Euronics has agreed a three-year extension to its Women’s Champions League sponsorship, and added the 2029 Women’s Euro, to be played in Germany, to its UEFA sponsorship portfolio.
Prediction platform Kalshi signs front of shirt sponsorship for Baller League’s US expansion
December 18 – The fast-growing Baller League has named prediction market platform Kalshi as the front-of-shirt sponsor of Baller League USA.
USL renews Prinx Tires as naming rights sponsor for inter-league USL Cup
December 17 – The United Soccer League has renewed Prinx Tires as the naming rights partner for the USL Cup for the 2026 and 2027 seasons.
Visit Qatar extends PSG sponsorship to end 2028
December 15 – Paris Saint-Germain and Visit Qatar have agreed to extend their commercial partnership through to 2028, further entrenching a relationship that has become one of the longest-running state-linked sponsorships in European club football.
Portland Timbers build on partnership with Bank of America
December 11 – Major League Soccer’s Portland Timbers have announced a new deal with mega U.S. financial institution Bank of America as the franchise’s front-of-jersey sponsor.
Moneris agrees all-club CPL sponsorship to include sleeve patches
December 10 – Canadian digital payments specialist Moneris Solutions Corporation has become the Official Commerce Solutions Partner of the Canadian Premier League (CPL).
Serie A rebrands Refcam to Haier-cam
December 7 – Italy’s top flight, Serie A, has rebranded its Refcam as the Haier-Cam and putting it at the centre of a partnership built on the idea that tech should serve the heartbeat of the game, not distract from it.
MLS sponsorships hit $715m league-wide with LAFC and InterMiami leading the way
December 5 – MLS team sponsorships for 2025 hit $715 million in 2025, an 8% growth on the previous year with five teams earning more than £30 million in sponsorship over the season, according to a report by SponsorUnited.
Barclays expands its UK football portfolio with naming rights to Hampden and Scottish Cup
December 1 – The Scottish FA has agreed a multi-million-pound naming-rights partnership with Barclays that will see Hampden Park rebranded as Barclays Hampden – the first deal of its kind in the stadium’s long history.
Barca quick to take the coin but are staying clear of responsibility for ZKP’s minting it
December 1 – FC Barcelona is in damage limitation zone after its new crypto partner rolled out a digital coin, stressing that the club has “no connection whatsoever” to the token.
Betsson secures naming rights to Greek Super Cup
November 28 – The Hellenic Football Federation (EPO) has signed a new partnership agreement with online bookmaker Betsson who become the main sponsor for the Betsson Super Cup to be played between Olympiacos and OFI.