Arsenal Strike Gold with Asahi Super Dry Deal

July 1 – Arsenal have pulled off another shrewd piece of business, securing Japan’s premium beer giant Asahi Super Dry as their new global beer partner in a deal that transforms the Emirates Stadium drinking experience from the 2025/26 season onwards. 

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UEFA’s men in black get a uniform upgrade with Macron

June 24 – In a world where football partnerships often feel like hollow branding exercises, there’s something refreshingly substantial about Macron’s continued relationship with UEFA. The Italian sportswear brand has just secured their third consecutive contract as Official UEFA Referee Match Kit Supplier.

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EA Sports reports double reach of FC Futures grassroots initiative

June 25 – EA Sports is hitting the mark with its FC Futures programme, doubling its global reach in year two of the project. What started as a £8 million (US $10 million) commitment to grassroots football back in April 2023 has now impacted over 340,000 people -bringing the overall tally to more than 500,000 participants across communities worldwide.

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