July 24 – Amazon has renewed its commitment to UEFA Women’s Football, extending its multi-year partnership until 2030 ahead of the UEFA Women’s EURO 2025 final in Switzerland this weekend.
24 July – Liverpool have announced a new multi-year partnership with forex and commodities broker EC Markets.
24 July – Once upon a time, the MLS All-Star Game was just East versus West for 90 minutes. Now, it’s become American soccer’s most sophisticated commercial machine.
July 23 – Online trading platform eToro has completed a double sponsorship swoop in the Premier League, signing multi-year partnership extensions with both Everton and West Ham United.
July 23 – The Argentine Football Association (AFA) has signed a new regional sponsorship agreement with LuLu Exchange and LuLu Money, bringing the fintech brands on board as Regional Fintech Partners across key markets in the Middle East and Asia-Pacific.
July 23 – Starting with the 2025/26 campaign, Guinness, the iconic Irish stout becomes Arsenal’s official beer partner, marking Guinness’ biggest play yet in top-tier football. This deal stretches across 80-plus global markets.
July 23 – While the bulk of England’s Premier League clubs appear to be heading for pre-season in the US, Premier League Champions Liverpool are in Asia, powered by Japan Airlines, and are being given the extra-special treatment as JAL didn’t just transport the squad to Hong Kong and Yokohama; they delivered them with ‘omotenashi’ – that uniquely Japanese concept of exceptional hospitality that goes beyond service into genuine care.
22 July – The Football Association of Iceland (KSÍ) has appointed Secutix as its new partner for ticketing technology and business services, marking a strategic shift in how the association engages with supporters and manages matchday operations.
July 22 – Inter Milan have announced a new three-year partnership with Chinese electric vehicle giant BYD, naming the brand as the club’s official automobile partner.
22 July – The Turkish Football Federation (TFF) and Adidas have signed a three-year sponsorship deal, with the German sportswear consortium becoming the official match ball sponsor for all professional leagues in Turkey, the Ziraat Turkish Cup, the Turkcell Super Cup, and the Turkcell Women’s Football Super League.
July 22 – A moment in time that has been immortalised. The outstretched arms of England goalkeeper, Peter Shilton, and the Argentina great, Diego Maradona, against the backdrop of the famed Azteca Stadium in Mexico City. Everyone in football knows what happened next but little did we realise then that the shirts of these two old foes would become collectors’ items.
July 21 – Burnley, returning to the Premier League this season after a year in the EFL Championship, have struck a multi-year deal with social media giant X, becoming the club’s first-ever “strategic digital platform partner” in a move aimed at supercharging their online presence.
July 21 – Bulgarian champions Ludogorets Razgrad have signed a one-year partnership agreement with the Belgian company MaxAmaze.
July 18 – Arsenal have announced a multi-year partnership with Airwallex which will see it become the club’s Official Finance Software Partner in a deal that aims to and streamline how the club handles payments – not just at the checkout, but across operations.
July 18 – The Football Federation of Serbia has renewed its sponsorship with bookmaker Mozzart Company. FSS and Mozzart signed their first cooperation agreement in 2022, and the new contract between the two parties will run until 2028.