August 1 – Emirates has had to swallow its pride with German giants, Bayern Munich, settling for a platinum partnership worth €5 million annually after losing out on the main prize, the front-of-shirt deal that went to Deutsche Telekom instead.
August 1 – La Liga have signed a multi-year partnership with Lowe’s, which will see the brand become the title sponsor of its North American ‘El Partidazo’ event series.
August 1 – Inter Milan has extended its partnership with Sixtus Italia, a leading supplier of sports wellness and physiotherapy products, through the end of the 2026/27 season.
August 1 – Liverpool have unveiled the first Adidas home and away kit to kick off their new €60 million a year, 10-year partnership, after the club’s deal with Nike officially expired at midnight last night.
July 31 – FC Barcelona has inked a four-year partnership with the Government of the Democratic Republic of the Congo (DRC) that will see the La Liga giants promote the African nation as a tourist and cultural destination.
July 31 – Back in the Premier League for the 2025/26 season, Burnley are stepping into new territory off the pitch as well – using virtual reality (VR) to widen their reach and engage a younger, more digitally native fanbase.
July 30 – Fresh off their record-extending 36th Hungarian league title, Ferencváros have signed a new back-of-shirt sponsorship deal with global fintech firm iFOREX Europe.
July 30 – Serie A runners-up Inter Milan have signed a new three-year deal with Italian confectionery brand Balocco, adding another high-profile partner to their commercial roster.
July 30 – US retailer Walmart has planted its flag firmly in the beautiful game, striking a multi-year deal with Major League Soccer (MLS) and the Leagues Cup that signals the shopping mall giant’s serious intent to capitalise on football’s surging popularity in the USA.
July 29 – Global food and drinkware brand Stanley 1913 has signed a multi-year deal with Arsenal, marking its first major move into football.
July 29 – Gurinder Chadha’s announcement of a Bend It Like Beckham sequel couldn’t be better timed. As England’s Lionesses lifted the Euro 2025 trophy against Spain in Basel, the director has confirmed she’s revisiting her 2002 breakthrough – a film that arguably did more for women’s football than decades of FA initiatives.
July 28 – Liverpool FC have deepened their footprint in Asia with the opening of a new standalone retail store in Hong Kong, capitalising on the club’s pre-season tour in the region.
July 28 – Sky Sports is betting big on Sunday lunch-time football for the Women’s Super League. The traditional 6:45pm evening slot that the league centred itself on has failed to capture audiences in the way they’d hoped.
July 24 – MLS commissioner Don Garber finally cracked open the vault on the biggest secret in American soccer – the MLS Season Pass viewership, and perhaps the numbers tell a story of under-performance.
July 25 – LaLiga has secured a new five-season exclusive broadcast partnership with South Asian OTT platform Begin, granting Begin rights to stream all matches from both LaLiga EA Sports and LaLiga Hypermotion in Pakistan and Bangladesh beginning with the 2025/26 season.