PSV hope Wasserman can boost commercial ambitions
February 25 – Dutch champions PSV Eindhoven have announced a strategic partnership with global sports agency Wasserman, aimed at enhancing the club’s commercial operations.
Football Marketing
Club América rolls back the clock with multi-year Adidas agreement
February 25 – Club América are taking a trip down memory lane as they reunite with Adidas in a multi-year partnership set to begin in the 2026 season.
China’s JD.com debuts as final secondary sponsor for UEFA Champions League
February 24 – UEFA has locked in its final secondary sponsor for the Champions League, with Chinese e-commerce powerhouse JD.com joining EA Sports, Oppo, and Topps in the ‘Global Enhanced Product / Service Partner’ tier.
MLS docuseries to tell the season’s story on Apple TV+
February 23 – Following in the footsteps of ‘Welcome to Wrexham’ and F1’s ‘Drive to Survive’, Apple TV+ in conjunction with the league and production company Box to Box has released ‘Onside: Major League Soccer’.
Inter Miami announce renewal of 10 club partners
February 24 – Inter Miami CF is rapidly becoming the ‘IT’ club in Major League Soccer (MLS) attracting a host of sponsors, and that looks set to continue as the club has just announced the renewal of 10 key partners.
Hammers nail a Winter Weekender in Park City, Utah
February 24 – Premier League West Ham United, are increasingly looking to USA shores to increase their fanbase. The latest venture sees the Hammers hold their first-ever, fan engagement event in Utah in collaboration with Essex Montage, the club’s Official U. S. Residential Mortgage Lender.
Man City build their digital power play with Publicis Sapient
February 21 – Manchester City have struck a multi-year partnership with digital consultancy Publicis Sapient, naming the firm as its official digital business transformation partner in a move aimed at modernising the club’s digital ecosystem.
DAZN says it was duped by France’s Ligue 1 and demands €573m in compensation
February 21 – Sports broadcaster DAZN can’t keep itself out of the news in one way or another. Hot on the heels of agreeing to a billion-dollar investment from the Saudi Public Investment Fund, they are now embroiled in a row with Ligue de Football Professionnel (LFP).
Coca-Cola makes Powerade move in US in bid to regain market share from Gatorade
February 20 – Coca-Cola has confirmed it will replace BodyArmor with Powerade as the official sports drink of Major League Soccer (MLS) and U.S. Soccer. The beverage giant, a long-standing partner of football’s biggest tournaments, is backing Powerade’s resurgence to attract younger consumers while aiming to wrestle back market share from Gatorade.
Online bookie now banned in the UK, puts a Stake down in Chilean football
Wednesday 19 – Online bookmaker Stake.com, who are the short sponsors of Everton but have been banned in the UK, have turned their attention to South America and announced a front-of-shirt sponsorship with Chilean Primera División side, Club Deportivo Ñublense.
Saudis’ DAZN MENA investment will worry beIN SPORTS executives
February 18 – The rumours surrounding the Saudi Arabian investment in DAZN can now be confirmed as fact, after SURJ Sports Investment agreed to buy a minority stake in the sports broadcaster.
SURJ Sports Investment is part of the Saudi fund known as PIF (Public Investment Fund) and was launched in 2023. It will work with DAZN to create DAZN MENA (Middle East and North Africa).
LFP sues DAZN over withholding of TV cash, plunging Ligue1 back into media turmoil
February 17 – In the latest broadcast crisis in French football, the Professional Football League (LFP) has taken legal action against rights-holder DAZN over withheld payments.
Argentine FA unveils all-crypto sponsorship deal with XBO.com exchange
February 17 – The Argentine Football Association (AFA) has inked a sponsorship deal with crypto exchange XBO.com, making it the Official Global Sponsor of the Argentina National Team for 2025.
LA Galaxy opens accounts with Royal Bank of Canada
February 17 – The defending Major League Soccer (MLS) champions, the Los Angeles Galaxy have just signed a sponsorship agreement with the Royal Bank of Canada (RBC), and its LA based subsidiary City National Bank (CNB).
Captain’s round: Inter Miami hydrate with Más+ by Messi
February 17 – Inter Miami CF, and Argentine great, Lionel Messi have announced they are partnering with the GOAT’s energy drink Más+ by Messi.