December 19 – Manchester City has agreed a multi-year partnership with Kellogg’s that will see the cereal brand become theClub’s Official Breakfast Cereals partner for both the men’s and women’s first teams.
December 15 – FIFA and Panini have extended their long-standing licensing and sponsorship partnership in a deal which will see the global brand remain FIFA’s exclusive partner for official stickers, trading cards, trading-card games and digital collectibles.
December 15 – Lionel Messi’s set of six match-worn shirts form the 2022 FIFA World Cup has sold for a record-breaking $7.8 million at an auction hosted by Sotheby’s in New York.
December 14 – Al Nassr’s Cristiano Ronaldo has joined a group of investors committed to invest more than $40 million into development of a new, free-to-play football game UFL, with lofty ambitions to improve the way football fans interact with the world of gaming.
December 13 – Premier league Liverpool have signed a multi-year deal with Orion Innovation, which will see the global technology and digital transformations firm become the club’s official digital transformation partner.
December 13 – Serbia’s FK TSC Backa Topola has signed a three-year partnership agreement with investment company Pulsar that will see the creation of a sports technology innovation centre at the club.
December 12 – Sportswear giant Puma is to end its sponsorship of Israel’s national team from next year though it insists the move is not connected to the ongoing brutal bombing in Gaza.
December 12 – Second-tier Spanish side SD Eibar has tapped into the Boost La Liga funding initiative to open an all-new museum exhibition inside the club’s stadium.
December 11 – Lionel Messi and Inter Miami didn’t make manage to make it to Asia for a close season lap of China, but they are now planning a pre-season Far East trip with the first announced fixture being against a Hong Kong XI in February.
December 8 – Liverpool FC has extended its long-term partnership with Carlsberg, which will see the Danish Brewer remain the Reds’ Official beer until the end of the 2033/34 season.
December 8 – Liverpool will mark the return of the philanthropic ‘Futuremakers’ programme in collaboration with lead sponsor Standard Chartered, in the third annual effort to aid disadvantaged children worldwide.
December 7 – Brazilian Serie A side São Paulo has signed with New Balance which will see the sportswear manufacturers become the three-time Club World Cup champions’ official kit supplier for both men’s and women’s teams effective from January 2024.
December 6 – UEFA has secured a first-time partnership with FMCG giant Unilever with sponsorship activation during Euro 2024 for its personal care and nutrition brands.
December 5 – The Premier League has agreed a new record £6.7 billion domestic television deal with Sky Sports and TNT Sports to show up to 270 live games a season, replacing the current £5 billion deal which runs until 2025.
December 5 – Newcastle United have welcomed InPost to its growing partnership roster, with the club announcing a multi-year deal with the e-commerce delivery platform.