January 31 – The digital focus within football marketing started as being all about web sites and building social media numbers on Twitter, Facebook and Instagram. But there has been a strategic shift and while the social media platforms are still important it is the new fan engagement platforms that are making the marketing difference.
February 2 – Expedia Group has renewed its partnership with UEFA, signing two new deals that will see the online travel brand become a provider of the Expedia Live travel hub in Europe and a regional partner in the United States.
January 31 – Bundesliga club Mainz 05 has renewed its main shirt sponsorship with Profine brand Kömmerling that will now run until 2027.
January 31 – National Women’s Soccer League’s North Carolina Courage is moving its back of shirt sponsor Merz Aesthetics to the front of the club’s shirt in a deal starting with the upcoming season that kicks off in March.
January 31 – Cyber protection specialists Acronis has announced a three-year partnership with Premier League Fulham.
January 30 – The Premier League has unveiled a four-year deal with fantasy football game Sorare that will see the league license official player cards.
January 29 – UK sportswear brand Castore has entered the Dutch market with a six-year kit deal with Feyenoord, also becoming the club’s retail partner.
January 27 – Mastercard has renewed its sponsorship of Conmebol’s Copa Libertadores through to 2026 with the addition of the confederation’s women’s club competition – Libertadores Feminina – to the agreement.
January 26 – Beer brand Carling has rejoined the English FA as the official beer partner for the Emirates FA Cup and Vitality Women’s FA Cup, starting this weekend with the fourth round of both competitions.
January 25 – Another premium sponsorship asset in Brazil has been picked up by an online bookmaker. EstrelaBet have become a main sponsor of the Mineiro state championship – Campeonato Mineiro.
January 25 – A proposed ban on all gambling advertising has drawn an angry reaction from the Bulgaria Football Union (BFU) and top tier clubs in the country, saying there is absolutely no support for any regulation.
January 24 – MLS side Seattle Sounders, winners of the Concacaf Champions League last season, have agreed a new sponsorship with western-US based health provider Providence.
January 22 – Tourism Malawi has become the third main sponsor of Spanish club CD Leganes, alongside Blue Crow and Rainbow.
January 22 – LAFC’s Banc of California stadium in Los Angeles is changing its name following a $100 million deal with the Bank of Montreal (BMO). It is the largest stadium naming rights deal in MLS.
January 23 – The Chilean First Division kicked off its new season this weekend with online bookmaker Betsson as the league’s title sponsor.