August 1 – Emirates has had to swallow its pride with German giants, Bayern Munich, settling for a platinum partnership worth €5 million annually after losing out on the main prize, the front-of-shirt deal that went to Deutsche Telekom instead.
August 1 – La Liga have signed a multi-year partnership with Lowe’s, which will see the brand become the title sponsor of its North American ‘El Partidazo’ event series.
July 30 – Fresh off their record-extending 36th Hungarian league title, Ferencváros have signed a new back-of-shirt sponsorship deal with global fintech firm iFOREX Europe.
July 30 – Serie A runners-up Inter Milan have signed a new three-year deal with Italian confectionery brand Balocco, adding another high-profile partner to their commercial roster.
July 30 – US retailer Walmart has planted its flag firmly in the beautiful game, striking a multi-year deal with Major League Soccer (MLS) and the Leagues Cup that signals the shopping mall giant’s serious intent to capitalise on football’s surging popularity in the USA.
July 29 – Global food and drinkware brand Stanley 1913 has signed a multi-year deal with Arsenal, marking its first major move into football.
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.
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.
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 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.