Brentford and Cynergy bank on West London’s thriving economy
June 27 – Premier League Brentford have signed challenger bank Cynergy as the club’s official banking partner in a four-year deal starting with the 2025/26 season.
Football Marketing
Real Madrid’s Jude Bellingham set for FC26 cover – again
June 26 – Credible leaks have revealed that England and Real Madrid midfielder Jude Bellingham will be the cover star of EA Sports FC26, making him the face of the franchise for a second consecutive year.
UEFA Women’s EURO 2025 on course to double sponsorship revenues
June 26 – UEFA Women’s EURO 2025 is on course to deliver a watershed moment for the commercial side of the women’s game, with new research from Ampere Analysis projecting a minimum of €32.5 million in sponsorship revenue – more than double the €15.3 million generated in 2022.
Lidl research reveals nutrition blind spot in Women’s football
June 26 – As the UEFA Women’s EURO 2025 approaches, newly released research from Lidl GB has exposed a glaring blind spot in women’s sports: nutrition.
Miami Freedom Park takes shape for Inter Miami with 2026 opening scheduled
June 26 – The concrete skeleton of Miami Freedom Park Stadium is rising beside Miami International Airport, and Inter Miami officials are confident their 25,000-seat palace will be ready for spring 2026.
HNS secures broadcast deals with Hrvatski Telekom and SuperSport
June 26 – The Croatian Football Federation (HNS) has secured broadcasting and marketing rights deals worth €59.2m for the competitions organised by the national association with Hrvatski Telekom and SuperSport respectively.
Celtic get connected with Aqua for telecoms transformation
June 24 – Some may say that Scottish football is considered a backwater; however, Glasgow Celtic Football Club have always punched with the big boys, and their latest venture is one that would make Jock Stein smile.
Pepsi launches exclusive ‘Wear-A-Ball’ product with Clint419
June 24 – Just when you think you’ve seen it all along comes Pepsi and Clint419’s revolutionary ‘Wear-A-Ball’ – a piece of kit so perfectly tailored to the grassroots game, that it makes you wonder why nobody thought of it sooner.
Clubs targeting commercial growth through FIFA Club World Cup enterprises
June 24 – The FIFA Club World Cup has become more than just a tournament – it’s evolved into a masterclass in global brand expansion that’s reshaping how football clubs think about connecting with supporters across continents.
Juventus agrees €408m, 10-year renewal with Adidas
June 21 – Italian giants Juventus have secured a new €408 million partnership with sportswear giant Adidas, extending their long-standing relationship for another decade.
AC Milan agrees marketing partnership with DRC’s tourist board
June 23 – AC Milan has signed a new partnership with the Democratic Republic of the Congo (DRC) as part of a broader push to link football with diplomacy, development and international business.
Bulgaria’s CSKA 1948 swaps Puma for Jako kit deal
June 21 – Bulgaria’s CSKA 1948 has signed a contract with the German sports apparel business Jako. Jako replaces Puma, which had been a partner of the Bulgarian club in recent years.
Renault drives R4 reboot with Monaco shirt deal
June 20 – AS Monaco have renewed their commercial tie-up with Renault for another season, with the French automaker set to push its nostalgic R4 electric reboot as part of the club’s 2025/26 Champions League campaign.
Real Betis deepens integration with hummel in 10-year kit renewal
June 20 – Real Betis and Danish sportswear brand hummel have extended their partnership for another ten seasons, with the Spanish club taking a more hands-on role in the production of its merchandise.
Soft2Bet targets growing Danish betting market with Divisionsforeningenin deal
June 20 – Online Malta-based bookmaker Soft2Bet has agreed a two-year deal with Denmark’s Divisionsforeningenin to sponsor the second, third and fourth tiers Danish football.