Celtic strike ‘long-term’ partnership extension with adidas
May 1 – Celtic have renewed their partnership with adidas with a landmark, long-term deal, reportedly extending their collaboration for a further ten-years.
Football Marketing
Atalanta ditch Joma and announce New Balance as kit supplier
May 1 – New Balance has secured a multi-year agreement to become the official kit supplier of Atalanta B.C. from the 2025/26 season, replacing long-time partner Joma in a move that marks a commercial step up for the Bergamo-based club.
FIFA, Global Citizen launch Education Fund
May 1 – FIFA and Global Citizen have launched the FIFA Global Citizen Education Fund, a four-year initiative blending philanthropy and fan engagement that aims to raise $100 million to support children’s education through football.
Bundesliga and China Mobile Migu commit to deeper engagement
April 30 – Bundesliga International and China Mobile Migu have signed a Joint Declaration of Intent in Frankfurt, underlining their shared ambition to strengthen cooperation in one of football’s most commercially important markets.
Bet365’s new ‘super sub’ betting feature wins gamblers over
April 30 – The online betting business is a fast-moving and uncompromising business whether you are a bookie or a bettor. The ability to move fast and adapt is crucial to success. Online betting powerhouse Bet365 is reporting a significant uptake for its ‘Sub On, Play On’ feature, and big payouts.
Sorare extends NFT player card deal with AS Monaco
April 30 – AS Monaco and Sorare are sticking together through 2027, extending their partnership in the fast-moving world of digital collectibles and fantasy football.
Disney+ launches 4th season of Welcome to Wrexham as club value near £150m
April 30 – Disney+ has released the trailer for the fourth season of the Emmy award-winning series ‘Welcome to Wrexham’, chronicling Wrexham AFC’s unprecedented achievement of three consecutive promotions, a first in English football.
LAFC takes content management to next level with ScorePlay deal
April 30 – Los Angeles Football Club (LAFC) continues its tradition of innovation with the announcement of a groundbreaking partnership with leading artificial intelligence platform ScorePlay. Since joining Major League Soccer (MLS) in 2018, LAFC has established itself as a pioneer both on and off the pitch.
Bulgarian milk producer fuels BFU sponsorship with youth team deal
April 30 – The Bulgarian Football Union (BFU) has signed a one-year sponsorship agreement with dairy company LB Bulgaricum, who become the main sponsor of the Bulgarian U21 youth team.
Black Knight secures strategic partnership with Orlando City
April 29 – Black Knight Football Club (BKFC) has secured its first formal foothold in North America through a newly announced strategic partnership with Major League Soccer (MLS) side Orlando City SC, marking a significant move for the multi-club ownership group.
Pepsi signs female stars including Alexia Putellas as global football ambassadors
April 29 – Pepsi has unveiled a star-studded line-up of global female football ambassadors ahead of what promises to be a landmark summer for the women’s game, signalling a renewed marketing push that aligns with its long-standing, high-profile relationship with UEFA.
Adidas expands Ekstraklasa ball deal deal to run until of 2029/30 season
April 28 – Poland’s Ekstraklasa SA has renewed its long-standing partnership with adidas, securing the global sports brand as the Official Ball Supplier for the country’s top football division until the end of the 2029/30 season.
FIFA launches broadcast sales for 2027 Women’s World Cup
April 25 – FIFA has launched broadcast and media sales for the 2027 FIFA Women’s World Cup in Brazil across the big paying European territories and Central Asian territories.
EFL expands fantasy game offer to is promotion play-offs
April 25 – The English Football League (EFL) has added a new layer to its digital engagement strategy with the launch of the first-ever Fantasy EFL Play-Offs game, designed to capitalise on the heightened drama of the season’s final promotion play-off weeks.
DAZN sub-licenses 2025 Club World Cup TV rights to Globo in Brazil
April 25 – Brazilian broadcaster Globo has partnered with streaming platform DAZN to broadcast the inaugural edition of the new Club World Cup.