January 20 – Bundesliga International and Intersnack Deutschland SE, the company behind the popular snack brand funny-frisch, have signed a long-term partnership agreement, making funny-frisch an official partner of both the Bundesliga and Bundesliga 2.
January 17 – Several Belgian top flight clubs are exploiting loopholes in the country’s new gambling legislation to promote betting operators, prompting the Belgian gaming commission has opened an investigation.
January 17 – La Liga club Deportivo Alavés has extended its sponsorship with Elproex Industrial, already a sponsor of the women’s and youth teams this season, to include the men’s first team.
January 16 – Belo Horizonte club Atletico Mineiro has partnered with H2Bet in a three-year deal.
January 16 – Manchester City Women have announced a global partnership with Revolut, marking the financial technology company’s debut in women’s football.
January 16 – Spanish football has always been a global spectacle, and now it’s adding a little sweetness to its appeal – courtesy of Mondelez International, the North American snack giant behind popular brands like Oreo and Milka.
January 16 – Premier League Brentford have strengthened their off-pitch strategy with a cutting-edge cybersecurity partnership, announcing Acronis as the club’s official cybersecurity partner.
January 16 – Turkey’s Galatasaray have signed a one-year sponsorship with Turkish technology company NGN worth 15 million Turkish lira (€400,000). The company’s logo will be placed on the socks of Galatasaray’s first team kit.
January 15 – The second largest banking organisation in the United States, Bank of America (BofA), is continuing its foray into the world of football. Hot on the heels of partnering with FIFA’s properties, the 2026 World Cup, and the 2025 World Club Cup, BofA, can now boast the US Soccer Federation as a long-term partner.
January 15 – West Ham United, in collaboration with their Official Accounting Software Partner, Intuit QuickBooks, has launched a new campaign aimed at supporting local businesses and helping them prepare for the upcoming self-assessment tax deadline on January 31.
January 14 – Brazilian giants Botafogo have announced a landmark partnership with online sports betting brand VBET as their new main shirt sponsor in a three-year agreement.
January 1 – The German Football Association (DFB) has unveiled a new multi-year partnership with Scandinavian clothing brand Marc O’Polo, naming it the official fashion partner for its men’s and women’s senior and under-21 national teams.
January 10 – Betting in football is a fact of life and the cost of doing business. In the club game, sponsorship is attached to almost anything that is within eyesight, however, the international game has been relatively immune until recently when both FIFA and UEFA agreed spnosrships with Betano and Bet365.
January 10 – French champions Paris Saint-Germain have announced a partnership with Austrian crypto platform Bitpanda.
January 10 – Energy drinks are one of the unquestioned drivers of sponsorship in sports, with Red Bull often leading the way. They have further cemented that reputation by joining forces with Spanish powerhouse, Atlético de Madrid, becoming the official energy drink of the club until June 2027.