December 18 – Tottenham Hotspur continues to remain ‘Spursy’ on the pitch, however, when it comes to marketing and partnerships, the North London club roar. In a new deal, the club has announced that Tiger Beer will be its ‘Official International Beer Partner’ in an effort to capitalise on the team’s growing presence in Asia.
December 15 – Fast food giant Subway has signed a multi-year agreement with Women’s Professional Leagues Limited (WPLL), making it the new title partner of the Women’s League Cup.
December 16 – Turkey’s Bursaspor has signed a sponsorship deal with local car manufacturer TOGG that will see its logo placed on Bursaspor’s team shorts and one of the stands at the Centennial Atatürk Stadium will be renamed.
December 13 – UEFA has announced Lidl as an Official Partner for UEFA Women’s Euro 2025, the largest women’s Euro in history, set to take place in Switzerland across eight host cities in July 2025.
December 12 – New York Red Bulls (NYRB) have entered into a ground-breaking 13-year naming rights agreement that will see their home rebranded from Red Bull Arena to Sports Illustrated Stadium, effective immediately.
December 10 – Turkey’s Galatasaray have signed a one-season shirt sponsorship agreement with Alpcans, a real estate business operating in Northern Cyprus, officially known as the Turkish Republic of Northern Cyprus (TRNC).
December 9 – The Ligue de Football Professionel (LFP) has signed a multi-year deal with Essilor which will see the French multinational corporation become the Visual Health Partner of the Ligue 1 McDonald’s, Ligue 2 BKT, the Trophée des Champions and the LFP’s esports division.
December 9 – Major League Soccer (MLS) has continued to build its sponsorship revenues, hitting a record $665 million in 2024, uncovered by research courtesy of Sponsor United.
December 5 – Saudi Arabia’s network and influence in global sports and football keeps growing. With the Arab kingdom’s coronation as host of the 2034 World Cup just days away, a new report details a web of Saudi sponsorship deals, but cautions that good governance could suffer as a result.
December 5 – Juventus have signed a new two-year deal with Italian telecoms giant TIM, which will see the mobile provider become a premium partner of the club until 2026.
December 3 – The Football Association of Hong Kong (HKFA) has announced a new sponsorship agreement with ChargeSpot, a shared power bank provider, to support the national team for the 2024-25 season, serving as HKFA’s Official Power Partner.
December 3 – Al-Ittihad, the nine-time winners of the Saudi Pro League and current league leaders by two points after 12 games, are also enjoying a good season off the pitch, having recently announced two noteworthy deals.
December 3 – AS Monaco and the Monaco Government Tourist and Convention Authority have extended their partnership, with the Visit Monaco brand now set to feature on the kits of the club’s Academy teams.
November 27 – Everton have signed with Ukrainian vodka company Nemiroff on a multi-year deal which will see the brand continue their aggressive move into the English football sponsorship market by tallying their third Premier League deal this month.
November 25 – Borussia Dortmund director Hans-Joachim Watzke has defended the club’s controversial sponsorship deal with arms manufacturer Rheinmetall, arguing that the hierarchy weighed up economic considerations against social responsibility.