July 17 – Midea will become an Official Sponsor of the 2025 African Cup of Nations (AFCON) – marking the Chinese white goods giant’s first formal partnership with the Confederation of African Football (CAF).
July 17 – Major League Soccer (MLS) has made its choice, and it’s a telling one. Charlotte FC will host the 2026 MLS All-Star Game at Bank of America Stadium, marking a significant milestone for an expansion franchise that’s been rewriting the rulebook on how quickly a club can establish itself in American soccer.
July 17 – Paris St-Germain may have just lost the FIFA Club World Cup final, but the UEFA Champions League winners are now hoping to be champions in an entirely different space – hospitality.
July 17 – Digital data, graphics and streaming provider Deltatre is acquiring Endeavor Streaming from Endeavor Group Holdings, Inc.
July 16 – Manchester City have signed a new kit deal with Puma worth a reported £1 billion, making it the most lucrative agreement of its kind in English football history.
July 16 – Betano has expanded its sponsorship footprint in Denmark from a club base to becoming the official betting partner of the country’s top tier 3F Superliga from the start of the 2025/26 season on July 18.
July 16 – Turkey’s Umraniyespor has signed a one-year back of jersey sponsorship with DBE Holding for the 2025–2026 season.
July 16 – The Bulgarian Professional Football League (BPFL) has launched its first official fantasy league in collaboration with FFStar Bulgaria.
July 15 – West Ham United Women have unveiled Paul Robinson Solicitors as the team’s new Back of Shirt Partner in a multi-year deal.
July 14 – AC Milan have teamed up with PUMA Golf for a limited-edition capsule collection that merges elite football with golf heritage.
July 9 – In a development that would make even the most cynical observer marvel at the English government’s capacity for theatrical intervention, Liberal Democrat MPs have tabled an amendment to the Football Governance Bill demanding at least ten Premier League matches be made available on free-to-air television each season.
July 9 – Premier League Chelsea have renewed and expanded their long-term partnership with Fanatics, extending the sports merchandise group’s role in managing the club’s global eCommerce operations while also granting it increased design and manufacturing rights.
July 9 – Having suffered with low attendances to finish the Premier League season, largely due to their championship-found fate being sealed as early as March, Southampton FC have appointed Oak View Group (OVG) to manage and upgrade all food and beverage operations at St Mary’s Stadium – with the club looking to modernise its matchday experience and boost fan engagement through improved hospitality.
July 9 – A subsidiary of international online gambling giant Bet365 has orchestrated a deal with Italian champions Napoli that could beat the new Italian regulations on betting sponsorship and advertising in sport – a manoeuvre that highlights the increasingly sophisticated lengths to which operators will go to penetrate Europe’s fragmented regulatory landscape.
July 9 – Bulgaria’s Botev Plovdiv and Bulgarian bookmaker WINBET have extended their partnership with WINBET to remain the main sponsor of the club for the next three years.