February 21 – Manchester City have announced an extension of their partnership with ‘Experience’ management specialists Qualtrics to analyse feedback and understand the needs of fans at the Etihad Stadium.
February 20 – The Canadian Premier League has extended its deal with long-term partner Derbystar, marking the extension agreement with the launch of the official 2024/25 CPL match ball ahead of the competition’s start in April.
February 15 – The Roshn Saudi League (RSL) has announced The Saudi Tourism Authority (STA) and the ‘Saudi, Welcome to Arabia’ platform as an official Platinum Sponsor of RSL.
February 13 – The Saudi Pro League has announced a new partnership with PepsiCo as it begins to build global commercial partnerships to match its star-studded league.
February 12 – The Football Federation of Bosnia and Herzegovina (FSbiH) has signed a sponsorship contract with online bookmaker Wwin.
February 12 – UEFA has announced that long-term partners Just Eat have renewed their sponsorship of the Champions League, Europa League and Conference League until 2027.
February 12 – UEFA and Adidas have unveiled the design for the 2023/24 Champions League final match ball.
February 7 – The Serbian Football Federation (FFS) has signed a partnership agreement with the Italian designer brand Liu Jo for EURO 2024 in Germany this year and the UEFA Nations League.
February 6 – Real Madrid’s €70 million-per-season sponsorship deal with technology giants HP, announced end of last week at an event held at Real Madrid City, tops the list of the world’s most lucrative football shirt sponsors.
February 6 – Lionel Messi has defended himself after local Hong Kong fans booed his absence from a long-anticipated exhibition game with Inter Miami.
February 1 — Saudi Arabian live events and experiences company Sela has unveiled a partnership with sporting goods giant adidas that will break new ground for both businesses focused on strategic collaborations and joint developments.
January 31 – Germany’s Bundesliga has published new detail and parameters for its media rights invitation to tender for the top two leagues for the four-season cycle 2025/26 to 2028/29.
January 31 – Football Australia (FA) has agreed a sponsorship with Nestlé Dairy brand Milo who become an Official Partner of MiniRoos, Australia’s junior football grassroots programme.
January 29 – MG Motor UK has become Premier League Arsenal’s Official Automotive Partner in a multi-year deal.
January 28 – Brazilian-based digital financial service firm Inter&Co is the new stadium naming rights partner for Orlando’s soccer stadium, home to Orlando City in the MLS and Orlando Pride in the NWSL.