PSG extend Visit Rwanda deal despite growing concerns
April 17 – Paris Saint-Germain (PSG) and Visit Rwanda have extended their partnership until 2028 despite growing concern over the actions of Paul Kagame’s regime.
Sponsorship
Levski Sofia announce two-year NostroLux deal
April 17 – Bulgaria’s Levski Sofia has signed a two-year sponsorship agreement with the online retail company NostroLux. The agreement will come into effect in August this year, when the new season starts in Bulgaria.
Barcelona to go “Sicko Mode” with Travis Scott
April 17 – FC Barcelona’s sponsorship with music streaming giant Spotify continues to blend football with music, with the upcoming El Clasico against Real Madrid on May 11 seeing the club feature Travis Scott branding on their iconic Blaugrana shirt.
Union Berlin promise football that puts you to sleep
April 17 – FC Union Berlin’s main sponsor HomeToGo has dreamed up a novel way for supporters to spend more time at their beloved Stadion An der Alten Försterei – by letting them literally spend the night there.
North Macedonia fuels its youth programmes with Vitaminka Prilep deal
April 16 – The Football Federation of North Macedonia has signed a sponsorship agreement with Vitaminka Prilep, one of the country’s largest food companies.
PepsiCo renews UEFA Women’s Football sponsorship to 2030
April 9 – PepsiCo, who have been a supporter of UEFA Women’s Football since 2019, have renewed their sponsorship until 2030.
Keeping it local. Centreville Bank takes naming rights to Rhode Island FC’s new stadium
April 9 – Rhode Island FC, who debuted in the US’s second tier USL Championship in 2024, will open their second season in their new stadium with a new corporate partner, Centreville Bank, who have bought the stadium naming rights.
AC Milan agrees regional betting parternship with Brazil-based Reals
April 7 – AC Milan have announced a new regional partnership with Reals, a leading sports betting and online gaming company in Brazil, as the Rossoneri look to deepen their presence across Latin America. The agreement sees Reals become the Official Regional Betting Partner of the club in the region.
Brentford secure DeterTech as new club partner
April 4 – Premier League Brentford have added a new name to its growing commercial portfolio, announcing a partnership with UK-based security specialists DeterTech as the club’s official site security partner.
NWSL-AT&T sponsorship deal ‘invests in future of women’s sports’
April 3 – The National Women’s Soccer League (NWSL) continues to go from strength to strength, announcing a multi-year sponsorship deal with communications giant AT&T.
AS Monaco and VBET agree four-year partnership extension
April 1 – AS Monaco and VBET have locked in a long-term partnership extension, securing their collaboration until 2029 in a move that strengthens both brands in the highly competitive sports betting market.
Man City quench Vietnamese thirst with Wake-Up 247 regional deal
March 31 – Manchester City has strengthened its commercial presence in Southeast Asia by securing a new regional partnership with Vietnamese energy drink brand Wake-Up 247. The deal sees Wake-Up 247 become the club’s Official Energy Drinks Partner in Vietnam, reinforcing City’s growing influence in one of football’s fastest-expanding markets.
El Mexicano dairy brand targets US-based market with MexTour and MexTour W deal
March 28 – As the Hispanic community continues to grow in the United States, it’s no surprise that the Federacion Mexicana de Futbol (FMF) has teamed up with Soccer United Marketing (SUM) to announce a multiyear partnership with the El Mexicano brand.
Man City women keep sponsorship life-blood flowing with Hytro deal
March 26 – Manchester City Women have announced a new global partnership with Hytro, a leading innovator in Blood Flow Restriction (BFR) wearables, as part of their commitment to integrating cutting-edge sports science into elite women’s football.
Argentine FA banking on HSBC as it strengthens Asian presence
March 25 – The Argentine Football Association (AFA) has secured HSBC as its new regional sponsor in India and Singapore, furthering its international expansion strategy.