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.
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 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 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 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.
July 7 – AC Milan has expanded its partnership with Italian HVAC specialist Clivet, which will now serve as the club’s Official Climate Partner and take on naming rights for its training ground.
July 4 – Aston Villa has announced a new partnership with Xapo Bank, a bitcoin-first private bank, marking another high-profile entry from the crypto and fintech space into Premier League football.
July 4 – Serie A’s Udinese Calcio has signed Italian snack manufacturer Crich as their Official Training Kit Partner for the 2025/26 season, expanding their commercial portfolio with a regional brand ahead of what is expected to be a financially cautious campaign.
July 3 – Italian giants AC Milan has agreed a deal with Bulgarian betting company WINBET who will become the club’s Official Regional Betting Partner. The long-term partnership was signed in Sofia in the presence of Maikel Oettle, chief commercial officer of AC Milan, club legend Alessandro Costacurta and WINBET’s COO Viktor Perenovski.
July 3 – West Ham United have unveiled a new multi-year partnership with BoyleSports, Ireland’s largest independent bookmaker, in a deal that sees the betting firm take over as front-of-shirt sponsor from the 2025/26 season.
July 2 – The Football Association of Montenegro (FSCG) has extended its sponsorship agreement with the Trebjesa Brewery, marking 15 years of cooperation between the FSCG and one of Montegro’s largest companies.
July 2 – Financial services firm Ebury has become the Official FX Partner of Aston Villa who will the firm’s global platform topower Villa’s financial tech, optimising operations and growing international business.
June 30 – West Ham United have announced a multi-year extension to their 5-year partnership with Jeton, which will see the brand continue as its Official Unified Finance App partner.