Revolut banks on global partnership with Man City Women
January 16 – Manchester City Women have announced a global partnership with Revolut, marking the financial technology company’s debut in women’s football.
Sponsorship
Sweet deal: LaLiga signs global sponsorship with Mondelez
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.
Brentford boost data security making Acronic club’s cybersecurity partner
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.
The most expensive socks in football. NGN hot foots it to securing Galatasaray sponsorship
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.
Bank of America goes all-in with long-term US Soccer sponsorship
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.
QuickBooks use West Ham promotion as tax deadline nears
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.
Botafogo land 3-year shirt sponsorship with VBET
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.
German FA renews Coca-Cola sponsorship and styles up with Marc O’Polo fashion brand
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.
Concacaf launches tender for betting sponsor
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.
PSG gets crypto-cuddly with Bitpanda
January 10 – French champions Paris Saint-Germain have announced a partnership with Austrian crypto platform Bitpanda.
Red Bull’s wings land at Atletico Madrid
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.
Emirates lands Galacticos-branded aircraft in Jeddah for start of Spanish Super Cup
January 9 – Current UEFA Champions League and La Liga holders Real Madrid are flying high in more ways than one after Emirates, the Official Main Partner of Real Madrid, revealed a special livery on one of its Boeing 777 aircraft.
Mitre bring-in limited edition winners balls for FA Cup
January 9 – British football brand Mitre, the official ball supplier of the Emirates FA Cup & Adobe Women’s FA Cup, has introduced limited-edition winners’ balls for the first time.
Argentina FA adds BGH to sponsorship roster through 2026 World Cup
January 2 – The Argentine Football Association (AFA) has announced a new regional sponsorship agreement with air conditioning company BGH, marking another strategic partnership as the national team gears up for the 2026 World Cup.
Elitbet mops up club sponsorships outside Bulgarian top tier
December 23 – Bulgaria’s Etar Veliko Tarnovo has signed a sponsorship agreement with the betting company Elitbet. The contract between the two parties is for two years.