Canada’s Northern Super League start-up secures hummel as kit provider
December 19 – The start-up Northern Super League, the professional women’s league that launches in 2025 with six teams, has unveiled hummel as its official kit provider.
Football Marketing
Bundesliga uses OTT streamer OneFootball to spearhead international expansion
December 18 – The DFL Deutsche Fußball Liga is making Bundesliga live content more accessible in select international markets by expanding its ‘Bundesliga Pass’ OTT service with OneFootball to Vietnam and South Africa.
Spurs partner with Singapore’s Tiger Beer
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.
Baller League raises £33m for 6v6 entertainment product
December 16 – New platforms of football continue to evolve with the latest iteration being ‘Baller League’ an innovative 6-a-side football league, which hopes to blend the ‘beautiful game’ with the energy of street culture.
San Diego FC set new franchise record for shirt sales launch
December 16 – San Diego FC, who will make their debut in Major League Soccer (MLS), next season, are already breaking records before they’ve even stepped foot on the pitch.
Subway takes naming rights to Women’s League Cup
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.
Kelly Cates transfers from Sky to lead the line at the BBC
December 16 – The identity of the presenter to replace the beloved Gary Lineker on the BBC’s flagship show, Match of the Day is Kelly Cates who will be leaving her current role at Sky Sports.
TOGG parks logo on Bursaspor shorts
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.
Lidl adds to its UEFA deals, becoming partner of Women’s Euro 2025
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.
Stats Perform adds AI and Opta to expanded Football DataCo deal
December 13 – Stats Perform has expanded its media data partnership with Football DataCo (FDC), with its Opta sports data brand becoming the official insights provider for FDC competitions.
Sports Illustrated takes naming rights to New York Red Bull’s stadium in 13-year deal
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.
Nike renew Brazil kit contract to 2038 with $100m+ annual deal
December 10 – In 1996 the Brazilian Football Federation (CBF) and Nike teamed up for a partnership worth a reported $35 million per year. On Friday a new deal was announced, and times have changed!
Galatasary sign one-season shirt deal with Northern Cypriot real estate firm Alpcans
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).
Essilor boosts its brand visibility with LFP sponsorship
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.
MLS sponsorship hits record $665m in 2024
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.