April 10 – Sports broadcaster Premier Sports has confirmed its return to the UK market having bought back its business sold to Swedish streaming platform Viaplay in a deal that includes naming rights to the Scottish League Cup, to be called The Premier Sports Cup next season.
April 9 – LaLiga has agreed a regional sponsorship deal in Latin America with online trading platform Exness, which is looking to strengthen its position in the LatAm region.
April 8 – Online betting operator Betano will replace Assaí as a title sponsor of the Brazilian topflight.
April 4 – The Women’s Super League and Women’s Championship are close to finalising a landmark sponsorship agreement, as Barclays prepares to double its financial support for the two leagues.
April 3 – The Football Federation of Montenegro (FSCG) has signed a one-year sponsorship with Crnogorski Telekom, part of the Deutsche Telekom Group.
April 2 – Superbet will become a new main sponsor of South American champions Fluminense in a deal worth at least €7.7 million a year.
March 27 – Betano has been named the new shirt sponsor of Premier League Aston Villa in a two-year deal worth £20 million per season.
March 25 – The Romanian Football Federation (FRF) and Romanian fashion brand Bigotti have signed a partnership agreement until the end 2027. Bigotti becomes the official partner of the Romanian national football team, announced FRF.
March 22 – Premier League Manchester United have agreed a multi-year global partnership Malaysia Airlines who become the club’s official commercial airline.
March 15 – European sponsorship has surged to €30.9 billion, marking a return to pre-pandemic levels, according to the latest research by the European Sponsorship Association (ESA) in collaboration with Nielsen Sports.
March 13 – The Albanian Football Federation (FSHF) has increased efforts in looking for sponsors and partners for the country’s national team, issuing an open invitation to join a revamped sponsorship programme.
March 12 – The Romanian Football Federation (FRF) and online bookmaker Betano, part of Kaizen Gaming, have extended their strategic partnership until 2030, becoming the brand’s longest partnership globally.
March 8 – The German DFL and US snack giant Mondelēz International have agreed to extend their domestic licensing partnership.
March 7 – The Hellenic Football Federation (EPO) have signed a sponsorship with Volton to become the official energy sponsor of the Greek national team.
March 5 – The Albanian Football Federation (FSHF) has launched a tender process for the naming rights to the country’s top tier Kategoria Superiore, for the 2024-27 period.