Carling agree 3-year deal with SPFL
October 8 – The Scottish Premier Football League (SPFL) has signed a three-year deal with Carling which will make it the official beer of the SPFL until the end of the 2026/27 season, subject to extension.
Sponsorship
Real Madrid sign betting site VERSUSbet in 2-year European deal
October 8 – Real Madrid has signed a two-year partnership with VERSUSbet, the sports betting and online casino brand owned by Grupo Orenes.
TIM exits Serie A but dials in Milan double with Inter sponsorship added to AC Milan deal
October 7 – Reigning Serie A Champions Inter Milan have announced a new partnership with TIM, which will see the broadcast provider become the club’s Official Telco Partner.
North Macedonia loses state lottery sponsor after gaming license withdrawn
October 3 – The Football Federation of North Macedonia (FFM) was left without one of its main sponsors after the State Video Lottery (VLT) terminated its contract less than three days after the government revoked its licenses for organising online games of chance.
Turkish Airlines lands one-year TFF deal
October 2 – The Turkish Football Federation (TFF) has signed a one-year sponsorship contract with the national carrier Turkish Airlines.
EA Sports renews Uber sponsorship for FC25
October 1 – EA Sports has announced a continuation of its partnership with Uber Eats for a second year, which will see Uber Eats and Uber One branding on virtual pitch-side boards for the video game maker’s new FC25 release.
Verizon becomes third tournament sponsor for 2026 World Cup
September 25 – US telecoms giant Verizon has agreed a 2026 World Cup sponsorship, with the network provider named the Official Telecommunication Services Sponsor for the tournament in Canada, Mexico and the USA.
Barclays doubles down on Women’s Super League title sponsorship
September 23 – The new company overseeing the top two tiers of English women’s football and title sponsor Barclays have agreed the biggest deal in the history of the domestic game.
LaLiga gets rolling with TikTok content partnership
September 23 – LaLiga and TikTok have announced a landmark multi-year strategic partnership, positioning TikTok as the official digital content partner for the Spanish football league.
Good timing: Man City strap in Jacob & Co as local partner
September 23 – Manchester City has signed a multi-year sponsorship deal with luxury watchmaker Jacob & Co, marking the brand an official local partner.
Qatar Airways lands on more UEFA properties in deal that runs to 2030
September 20 – Qatar Airways has deepened its sponsor partnerships with UEFA becoming the official airline partner of the Champions League, in a deal that runs until 2030.
LaLiga expands its crypto roster with ‘multi-million’ Bitget deal
September 20 – LaLiga have signed a multi-year deal with Bitget which will see the company become the league’s Official Crypto Partner in the Eastern, Southeast Asian and Latin American regions.
US energy drink Reign Storm sign with Chelsea Women for UK rollout
September 20 – American Energy Drink company Reign Storm have signed as Chelsea Women’s Official Energy Drink Partner in a multi-year deal with the reigning Barclays Women’s Super League champions.
SmartSoft track Argentina’s rise in popularity with renewed deal focussed on Europe
September 20 – The Argentine Football Association (AFA) has confirmed the renewal and expanded its partnership with online casino games supplier SmartSoft, elevating the brand to the role of regional sponsor in Europe.
Levski Sofia begin search for stadium naming rights sponsor to replace Vivacom
September 19 – Bulgaria’s Levski Sofia have announced they are looking for a new major sponsor for the club’s stadium naming rights.