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.
Partnerships
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.
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.
Fanatics agrees full takeover of Inter Milan’s retail business
June 11 – Inter Milan has signed a wide-reaching partnership with Fanatics that will see the US-based e-commerce giant take control of the club’s global merchandise operations.
PGMOL name Puma as new official kit partner
June 6 – England’s match officials will be decked out in Puma kit following a multi-year deal agreed between the sportswear giant and the Professional Game Match Officials (PGMOL).
Betting on Brazil. Bet365 secures betting rights to Palmeiras stadium
May 30 – Global betting behemoth bet365 has secured all betting rights to Allianz Parque – the gleaming 43,000-capacity fortress that houses Brazilian giants Palmeiras in Sao Paulo and stands as one of South America’s most prestigious sporting cathedrals.
BrewDog agrees beer partner deal with West Ham and London Stadium
May 28 – West Ham United and London Stadium have signed new multi-year deals with BrewDog, making the independent brewer the official beer partner of both the Premier League club and the stadium.
Hertha’s 26-year Nike kit deal to end this season
May 23 – Hertha BSC will bring its 26-year partnership with Nike to a close at the end of the 2024/25 season, ending one of the Bundesliga’s longest-standing kit supply deals.
Liga Portugal agrees league-wide kit name and patch deal with Avery Denison
May 23 – Liga Portugal has confirmed a new multi-year partnership with ‘materials science’ and branding giant Avery Dennison, naming the US-based firm as the exclusive supplier of player names, numbers, and sleeve badges across the country’s top two professional divisions.
Brentford swap Umbro for holistic Joma deal
May 23 – Spanish sportswear company Joma Sport has pulled off something of a masterstroke, securing a multi-year partnership with Brentford that will see them become the Premier League’s only Spanish kit supplier from July 2025.
AS Monaco extend luxury furniture deal with Roche Bobois
May 15 – AS Monaco have extended their partnership with luxury French furniture brand Roche Bobois for another two seasons, as the club continues to grow one of the most expansive premium partnership portfolios in European football.
AS Monaco announce extension with nutrition company Zumub
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.
Chelsea lands property partnership with UAE’s Damac
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.
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.
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.