Carlsberg returns to UEFA national team competition sponsorship
March 21 – After a break of nine years, UEFA has resigned Carlsberg as an official global sponsor of UEFA men’s and women’s national team football through 2030.
Football Marketing
Marriott Bonvoy books in for long term stay at Kai Tak Sports Park
March 21 – Marriott Bonvoy has been unveiled as the latest heavyweight partner of Hong Kong’s soon-to-be-opened Kai Tak Sports Park (KTSP), in a multi-year deal that positions the global hotel group at the heart of Asia’s newest sports and entertainment hub.
Atalanta step up commercial growth with Deltatre partnership and digital overhaul
March 20 – Atalanta BC are aiming to convert their recent on-field success into commercial growth, partnering with sports technology firm Deltatre to deliver a complete overhaul of their digital infrastructure.
Carlsberg returns to European national team football in long-term UEFA deal
March 20 – UEFA and Carlsberg have announced a long-term partnership, making Carlsberg the official beer partner of European football’s governing body.
Landmark UK Football Governance Bill passes House of Lords reading
March 20 – The UK’s landmark Football Governance Bill has moved a step closer to becoming law after clearing its final hurdle in the House of Lords — but efforts to force a sweeping ban on gambling sponsorship in football have been soundly defeated.
Man City signs ‘women supporting women’ deal with snuggs
March 19 – Manchester City Women have signed a unique global partnership with leading period underwear brand snuggs, marking the first time the club has brought on an official partner in this space.
Newcastle win fuels increased engagement with Carabao Cup
March 19 – A peak UK TV audience of nearly 8 million watched Newcastle United upset Liverpool 2-1 at Wembley on Sunday to claim the 2025 Carabao Cup, ending a 70-year wait for major domestic silverware.
Croatian FA rubber stamps National Post sponsorship
March 19 – The Croatian Football Federation (HNS) has signed a sponsorship agreement with the Croatian National Post.
NWSL steps up bid to become top global women’s league with new media deals
March 18 – The National Women’s Soccer League (NWSL) is going global after announcing new international media partnerships for this season. Coverage will include Europe, Asia and Latin America, providing access to live NWSL matches and highlights for over 130 countries around the world.
Liverpool lands Visit Maldives as sponsor with focus on sustainability and climate change
March 17 – Premier League Liverpool have entered into a multi-year global partnership with Visit Maldives, naming the island nation as the club’s official tourist destination partner.
Messi’s Inter Miami show fluency in the partnership lingo with Babbel deal
March 17 – Southern Florida may be part of the United States but its Latin American influence is undeniable with over 70% of Miami’s population Spanish speakers, which has led Lionel Messi and his Inter Miami CF club to team up with the German language platform, Babbel.
Levski Sofia tries out New Era caps for size
March 17 – Bulgaria’s Levski Sofia has signed a partnership with the world-famous sports hat company New Era. The partnership has been orchestrated by Bulgarian company Sport Depot, which has been working with Levski in recent years.
Turkish Federation signs 2-year sponsorship MAD Parfumeur
March 14 – The Turkish Football Federation (TFF) has signed a two-year sponsorship deal with perfume company MAD Parfumeur, which will become the sponsor of the Turkish men’s and women’s national teams. MAD Parfumeur is a Turkish company that operates internationally with a total of 71 stores in 13 countries in four continents, namely Europe, Asia, Africa, and Australia.
MLS celebrates decade-long partnership with ‘game-changer’ Audi
March 13 – For a decade German car manufacturer Audi has maintained a strong, loyal partnership with Major League Soccer (MLS) and in 2023 became the presenting sponsor for the MLS Cup, which crowns the end–of–season champions.
Ajax settle in for 10-years of Heineken pouring
March 12 – Dutch giants in football and beer have struck a deal that will see the Heineken brand become the official pouring partner of AFC Ajax, the four-times European Cup winner for the next 10 years.