Alibaba lands UEFA partnership covering EURO 2028 and men’s club competitions - Alibaba Group has struck a multi-year partnership with UEFA and UC3 to supply AI, cloud and e-commerce capabilities across UEFA EURO 2028 and UEFA’s men’s club competitions, tightening the link between technology infrastructure, fan engagement and commercial delivery. By Chris Brown
Simon and adidas take football experiences to US malls - Simon and adidas are rolling out a summer programme of live football-themed events and in-store activations across select US shopping destinations as both groups chase footfall, brand engagement and incremental retail sales. By Chris Brown
Inter extend Socios.com deal until 2028 - Inter have extended their partnership with fan engagement platform Socios.com until 2028, reinforcing their digital fan strategy around blockchain-based loyalty and rewards. By Chris Brown
Fanatics Markets launches official FIFA World Cup 2026 prediction hub in US - Fanatics Markets has launched an official FIFA World Cup 2026 prediction hub in the US with ADI Predictstreet, packaging regulated event contracts with tournament news and official player data in a bid to deepen in-app engagement during the competition. By Chris Brown
Liverpool FC renew Wasabi partnership to scale global content - Liverpool FC and cloud storage firm Wasabi have renewed their global partnership as the club leans on AI-enabled media workflows to scale content output and fan personalisation worldwide. By Chris Brown
Unilever goes social-first for FIFA World Cup 2026 personal care push - Unilever has launched what it calls its biggest-ever sports partnership activation after becoming FIFA World Cup 2026’s Official Personal Care Sponsor, putting creator-led storytelling and retail-ready brand building at the centre of its tournament plan. By Chris Brown
Loewe to dress Spain teams on travel duty until 2030 - Spain’s football federation has appointed luxury fashion house Loewe as an official partner to supply travel wardrobes for its national teams, while Football Australia has renewed a commercial tie-up with Coca-Cola on a new two-year term. By Chris Brown
Liga MX returns to EA Sports FC in multi-year licensing deal - Liga MX has agreed a licensing deal with Electronic Arts to return as a fully branded competition in EA Sports FC from the FC 27 release cycle, giving the league a global youth-facing distribution platform ahead of the FIFA World Cup 2026 in Mexico. By Chris Brown
Nike unveils World Cup cast as campaign playbook shifts - Nike has kicked off its FIFA World Cup 2026 build-up by unveiling a 42-name cast across football and culture as it shifts from one blockbuster advert to a rolling programme of collaborations designed to own the conversation until kick-off. By Chris Brown
SAFA and Chiliz launch $SAFA fan token for Bafana Bafana - The South African Football Association (SAFA) has partnered with Chiliz to launch the Bafana Bafana $SAFA Fan Token as a new fan engagement and digital revenue platform ahead of the FIFA World Cup 2026. By Chris Brown
Maguire backs Feedz AI app to cut coaching admin - Manchester United and England defender Harry Maguire has backed AI feedback platform Feedz as it targets academy and grassroots coaches with faster, more consistent player reporting. By Chris Brown
Chelsea FC Women elevate Constant Contact to principal partner - Chelsea FC Women have upgraded Constant Contact to Principal Partner and Official Training Kit Partner from 2026–27 as the club expands a sponsorship built around women’s sport and women-led enterprise. By Chris Brown
Haier becomes Al Ahly second main sponsor in four-year shirt deal - Haier has signed a four-year sponsorship with Al Ahly that puts the Chinese electronics brand on the club’s match shirts and deepens its football marketing push across key growth markets. By Chris Brown
Google becomes official partner of US national teams - Google’s deal with U.S. Soccer adds another major technology brand to the federation’s commercial platform before a defining cycle for football in the United States. By Chris Brown
Crystal Palace name Temporal as new front-of-shirt partner - Crystal Palace have signed open-source software platform Temporal as their new front-of-shirt partner from 2026–27, pairing a premium kit asset with a community programme focused on computer science and AI education. By Chris Brown
Cadbury puts squad celebrations at heart of Win For Your Squad push - Cadbury has launched a UK and Ireland football promotion that swaps individual prizes for shared experiences with high-profile players, aiming to reinforce its generosity positioning during a peak football viewing period. By Chris Brown
FC Barcelona sign Emirates Islamic as UAE banking partner - FC Barcelona have signed Emirates Islamic as their Official Commercial Banking Partner in the UAE until June 2028, built around a co-branded card designed to drive fan-linked banking acquisition. By Chris Brown
Liverpool open Oxford Street flagship store - Liverpool have opened a flagship store on London’s Oxford Street as part of a wider retail growth push that treats merchandising as a core global revenue line. By Chris Brown
Topps wins English FA collectibles rights from 2031 - Fanatics-owned Topps has secured The FA’s trading card and sticker rights from 2031, extending its push to displace Panini across the most valuable football collectibles licences. By Chris Brown
Carlsberg picks Fold7 to lead UEFA sponsorship advertising - Carlsberg has appointed Fold7 to lead a four-year creative brief tied to its UEFA national team football sponsorship as the brewer targets renewed relevance with fans across priority growth markets. By Chris Brown
PSG extend Accor ALL partnership until 2030 - Paris Saint-Germain are extending their long-running relationship with Accor’s ALL loyalty platform until 2030 as both brands target global fan engagement through hospitality-led experiences. By Chris Brown
Courtois joins CD Extremadura ownership via NXTPLAY - Thibaut Courtois has taken a stake in CD Extremadura via NXTPLAY as the fast-rising Spanish club looks to convert four straight promotions into a more sustainable professional push. By Chris Brown
Brazil and Gamefam launch Seleção event in FIFA Super Soccer on Roblox - Brazil’s football federation has launched a limited-time Brazil men’s national team event inside FIFA Super Soccer on Roblox as it targets Gen Z and Gen Alpha engagement ahead of the FIFA World Cup 2026. By Chris Brown
Betano joins FIFA World Cup 2026 as Europe and South America supporter - Betano has signed on as a FIFA World Cup 2026™ Tournament Supporter for Europe and South America, extending Kaizen Gaming’s sponsorship platform and putting responsible betting tools at the centre of its fan engagement plan. By Chris Brown