May 14 – Kaizen Gaming’s online betting brand Betano, which has been establishing a large footprint in football sponsorship, has become the main partner and shirt sponsor of Danish Superliga club Brøndby IF in a three-year deal beginning this August.
May 13 – The English Premier League (EPL) has renewed its licensing agreement with Avery Dennison for another five seasons, extending the partnership through to the end of the 2029-30 campaign.
May 13 – A stellar week for Major League Soccer’s (MLS) Minnesota United FC saw them thrash Inter Miami 4-1, cheekily troll Miami owner David Beckham, and ink a groundbreaking multi-year deal with hometown heroes NutriSource Pet Foods and Finley’s Pet Treats.
May 13 – Ocean Spray Cranberries Inc. has secured a multi-year deal as the official juice sponsor of the Leagues Cup, the growing tournament between Major League Soccer (MLS) and Liga MX clubs now entering its third year.
May 9 – Egypt’s Al Ahly SC, Africa’s most decorated football club, has become the first team from the continent to feature on FIFA Collect – FIFA’s official digital collectibles platform, developed in partnership with blockchain technology provider Modex.
May 9 – Chelsea Women have deepened their ties with Škoda UK, announcing the brand as the club’s first Back-of-Shirt Partner in a deal that reinforces the carmaker’s commitment to women’s sport.
May 8 – The Scottish Professional Football League (SPFL) has unveiled a new look, and name, for its long-running Challenge Cup, now officially rebranded as the KDM Evolution Trophy following a multi-year sponsorship deal with construction firm KDM Group.
May 8 – AS Monaco have announced the extension of their partnership with Portuguese sports nutrition company Zumub, which will remain the club’s official nutrition supplier through to the end of the 2025/26 season.
May 8 – Hot on the heels of yet another epic round of UEFA Champions League fixtures, Liverpool FC have launched a limited-edition retail collection commemorating the 20th anniversary of their legendary 2005 UEFA Champions League Final victory over AC Milan.
May 7 – Los Angeles Football Club (LAFC) has partnered with computer vision firm Wicket to launch facial authentication technology at BMO Stadium, allowing supporters to enter the ground and make purchases using only their face.
May 6 – River Plate have announced a major new sponsorship agreement with Kaizen Gaming, making Betano the club’s main and front-of-shirt partner starting immediately.
May 6 – EA SPORTS, the gaming powerhouse that has sold over 325 million copies of its FIFA/FC series worldwide since its 1993 inception, is revolutionising how fans engage with live soccer through an innovative new partnership with Major League Soccer (MLS) and Apple TV.
May 2 – EA Sports FC has digitally deepened its revenue push with a renewed partnership with Gillette just days after the rollout of its first-ever paid battle pass – moves aimed at reenergising its flagship football simulation title amid mixed reception and growing player fatigue.
May 2 – The real estate industry is becoming increasingly attractive to football clubs, and Premier League Chelsea is keen not to miss the gold rush. The club has signed a new global partnership with Damac Properties, a Dubai-based luxury real estate developer.
May 2 – Barcelona will wear a limited-edition Travis Scott x Cactus Jack kit in next weekend’s Clásico against Real Madrid, the latest chapter in the club’s commercial partnership with Spotify.