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.
Partnerships
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.
Sela and Adidas promise a partnership that will break the mould
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.
Atletico Madrid partners with Legends for pop-up Riyadh exhibition, but crash out of Super Cup
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.
Generation adidas International continues journey but under new name
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.
Spanish FA partners with Stage Front to boost its national team hospitality experience
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.
FIFA stick with Panini deal through to 2030
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.
Serbian club Backa Topola joins with Pulsar to create sports tech innovation hub
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.
New Balance target Brazil with São Paulo kit deal
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.
Romanian FA builds national team brand with Lagardère retail deal
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.
AC Milan launch into the international academy business with first US project in Virginia
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.