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 11 – Atletico Madrid have announced a partnership with Riyadh-based Legends Museum, which will see the11-time La Liga champions open a technology-fuelled exhibition within the museum in a bid to appeal to its growing Saudi Arabian fan base.
January 4 – Generation adidas International, owned by sport development tour business inspiresport (part of the Destination Sport group), has agreed a multi-year extension of its adidas partnership, but as part of the deal will be dropping ‘adidas’ from its company name.
January 2 – US hospitality specialists Stage Front have been appointed as Official Global Event and Hospitality Partner of the Spanish National Team, which covers the World Champion women’s team as well as the men’s team that will be competing at this summer’s Euros in Germany.
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 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 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.
November 22 – The Romanian Football Federation (FRF) has signed a long term agreement with retailer Lagardère which will sell national team merchandise across 22 different stores, mainly located in Romanian airports.
November 16 – AC Milan has launched its first academy project in the US in partnership with Black&Red Pumas LLC. The academy will be based in Fairfax, Virginia, and the club said it will be the first steps of a number as it builds the club brand in the US.
November 15 – Players union Fifpro and World Football Summit (WFS) have entered into a content partnership agreement, marking a collaborative effort to integrate Fifpro Player IQ’s research and insights into WFS events across Europe, Asia, and the Americas over the next three years.
November 14 – Panini have partnered with the English FA to produce a sticker album dedicated to the stars of the Barclays Womens Super League, the first time a women’s league has had a dedicated.
November 12 – French football brand Kipsta has made its first entry into the pan-European market with a three-year licensing deal to be the official ball sponsor of UEFA’s Europa League and the Europa Conference League.
November 10 – The English Football League and its naming rights partner Sky Bet have unveiled plans to inject £6 million in funding into an array of community projects throughout England and Wales through the newly introduced Building Foundations Fund.
November 7 – Spain’s LaLiga has extended its official ball supplier deal with Puma. The current deal began with the 2019/20 season and was set to expire in summer 2025.
October 26 – Mitre has unveiled the official match ball for the FA Cup and Women’s FA Cup ahead of the start of the knock-out competitions next Friday.