March 13 – For a decade German car manufacturer Audi has maintained a strong, loyal partnership with Major League Soccer (MLS) and in 2023 became the presenting sponsor for the MLS Cup, which crowns the end–of–season champions.
March 12 – The North Macedonian Football Federation (FFM) has signed a sponsorship agreement with Grand Auto – the official dealership for motor brands Ford, Hyundai, MG Motor and Chery for North Macedonia.
March 11 – Serie A giants Juventus have previously spent time conquering European and Italian football, and they have now set their sights on the moon after announcing a partnership with Lunar Outpost, an aerospace company focused on space mobility and sustainability.
March 7 – Toyota Canada has joined forces with the Northern Super League (NSL) as its exclusive automotive partner, taking a huge step in supporting the growth of women’s soccer in the region.
March 7 – The Ghana Football Association (GFA) has renewed its partnership with Decathlon Ghana, reaffirming a collaboration that has been a steady pillar of support for football development in the country over the past four years.
March 5 – West Ham United players are trading football boots for forks in a new content series, Hotspots, created in tandem with longstanding parter Lyca Mobile. The series takes Hammers players off the pitch and into London’s hidden culinary gems, showcasing the city’s diverse cultures while celebrating the club’s deep ties to the East End.
March 4 – The Turkish Football Federation (TFF) has signed a deal with local company Zeno Grup Optik (ZGO), which will see Reacher, an eyewear brand under the ZGO umbrella, become the official supply sponsor of the TFF’s national teams for two years.
March 4 – Although Al Ahly SC consistently top the charts in Egypt and throughout the African region – as demonstrated by their 44 Egyptian Premier League and 12 CAF Champions League titles – European sponsorship has been challenging to attract, until now.
February 28 – The Northern Super League (NSL) has landed a major sponsorship deal with Coca-Cola ahead of its inaugural season in April 2025. The partnership will see Smartwater and Powerade become the league’s Official Hydration Partners, while Coca-Cola takes on the role of Official Soft Drink Partner.
February 28 – Turkey’s Galatasaray has signed a sponsorship agreement with smart home appliances brand, Dreame Technology. With the signing of the agreement, the company continues its expansion into the European football market. Galatasaray becomes the third club in Europe to sign a partnership agreement with Dreame Technology after Inter Milan and Borussia Dortmund.
February 27 – Manchester City have signed a two-year regional partnership with BIG Cola, naming the soft drink brand as their Official Carbonated Soft Drink Partner in Thailand and Indonesia.
February 25 – Dutch champions PSV Eindhoven have announced a strategic partnership with global sports agency Wasserman, aimed at enhancing the club’s commercial operations.
February 24 – UEFA has locked in its final secondary sponsor for the Champions League, with Chinese e-commerce powerhouse JD.com joining EA Sports, Oppo, and Topps in the ‘Global Enhanced Product / Service Partner’ tier.
February 24 – Inter Miami CF is rapidly becoming the ‘IT’ club in Major League Soccer (MLS) attracting a host of sponsors, and that looks set to continue as the club has just announced the renewal of 10 key partners.
February 21 – Manchester City have struck a multi-year partnership with digital consultancy Publicis Sapient, naming the firm as its official digital business transformation partner in a move aimed at modernising the club’s digital ecosystem.