Comical: Canadian Premier League meets Marvel for series of Super Hero days
June 9 – Comic-turned-TV brand Marvel is teaming up with the Canadian Super League (CPL) for a series of Marvel Super Hero Days during the 2024 regular season.
Partnerships
Derbystar gets the Bundesliga ball rolling for next season
May 22 – Derbystar have released the official match ball for Bundesliga and Bundesliga 2 ahead of the 2024/25 season.
Premier League swaps Panini for Fanatics for 2025/26 season
May 9 – Fanatics Collectibles will take over from Panini as the Premier League’s exclusive provider of trading cards, trading card games and stickers from June 2025.
With their season fizzling out and Nike deal coming to a close, Liverpool unveil 2024 kit
May 2 – Liverpool have unveiled their home kit for the 2024/25 season, the first in the Premier League ahead of the 2024/25 season, as the team continues to struggle domestically in a limp end to an otherwise encouraging season.
Liverpool expand in South Korea with Over the Pitch retail partnership
April 29 – Premier League Liverpool have signed their first-ever retail partnership in South Korea as the club looks to expand its global profile.
Saints lace-up new Puma kit deal as they push for Premier League return
April 12 – Premier League bounceback hopefuls Southampton have signed a four-year kit deal with Puma, which will see the sportswear brand become the Saints official kit supplier from the start of the 2024/25 season.
EA Sports FC extends EFL deal for a further five seasons
April 11 – The English Football League (EFL) has inked a new multi-year partnership with EA Sports FC, solidifying its status as an Official Partner and Official Licensee of the EFL.
E-commerce platform AliExpress joins Euro 2024 partner roster
March 28 – Online retail marketplace AliExpress, part of China’s e-commerce giant Alibaba Group, has been unveiled as an official partner of Euro 2024.
Real Madrid and Man City out-smart each other ahead of UCL showdown
March 26 – Designer brands are elbowing their way into touchline fashion as Real Madrid and Manchester City pen new designer deals to keep the football world in style ahead of their quarter final clash in April.
Turkish FA signs 4-year retail deal with 11teamsports Group
March 26 – The Turkish Football Federation (TFF) has signed an exclusive four-year retail partnership with 11teamsports Group.
Three stripes are out after 70-year run as Nike swoosh in for DFB deal
March 22 – The German FA (DFB) will drop Adidas for Nike as a kit supplier, bringing to an end a seven-decades-long partnership with the Bavaria-based sportswear giant.
RB Leipzig end decade of Nike in favour of Puma
February 28 – German club RB Leipzig will team up with Puma as a kit supplier, bringing to an end a decade-long relationship with American sportswear giant Nike.
Man City continue fan experience journey with Qualtrics
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.
UEFA and Adidas get Champions League final ball rolling
February 12 – UEFA and Adidas have unveiled the design for the 2023/24 Champions League final match ball.
Serbian FA sharpens up with new Liu Jo look for Euros
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.