AC Milan brings FPG into sport with first sponsorship move - AC Milan have become the first sports sponsorship property used by financial broker FPG Fortune Prime Global, giving the company an international football platform as it begins investing in sports marketing. By Chris Brown
eToro uses Leeds partnership to target football’s female investor gap - eToro has signed Leeds United and Leeds United Women to a multi-year commercial partnership designed partly to use football’s reach to address the company’s female-investor growth opportunity. By Chris Brown
Santos turns empty shirt inventory into R$12m liquidity - Santos have used vacant kit sponsorship inventory to secure R$12m of immediate funding from Neymar’s family business, creating an unusual bridge between commercial rights and short-term liquidity. By Chris Brown
Adidas resets NFF kit economics with US$8.5m annual package - Nigeria’s football federation says its new Adidas technical-supply agreement is worth US$8.5m annually plus a merchandise royalty, dramatically resetting the economics of its national-team kit rights. By Chris Brown
Chelsea fills shirt gap but Circle leaves long-term question open - Chelsea have ended their latest front-of-shirt vacancy with a one-season Circle Internet Group agreement, generating new revenue across the men’s, women’s and academy teams while leaving their longer-term principal-partner strategy unresolved. By Chris Brown
EA deal turns Bundesliga gaming alliance into €250m commercial record - SPORT BILD reports that the Bundesliga’s renewed EA SPORTS relationship is worth around €250m over seven years, turning a partnership dating to 1998 into the league organisation’s biggest sponsorship agreement. By Chris Brown
EgyptAir spreads Barcelona rights across three elite teams - EgyptAir has become a global FC Barcelona partner until 2028/29 across football, basketball and handball, using one of sport’s largest international brands to support the airline’s network and market-expansion strategy. By Chris Brown
NPFL puts clubs at centre of US$7.5m Euromatch economics - NPFL clubs will receive 60% of the league’s US$7.5m Euromatch title-sponsorship revenue, giving the competition a measurable mechanism for transferring central commercial growth into club finances. By Chris Brown
Euromatch puts NPFL title rights back in play - The Nigeria Premier Football League has secured Euromatch as title sponsor, filling one of its most valuable central commercial assets as it seeks to strengthen league revenues and visibility. By Chris Brown
PSG and Coca-Cola take renewed deal from stadium to supermarket shelf - Paris Saint-Germain and Coca-Cola have renewed their global partnership until 2029, combining sponsorship rights with stadium experiences and mass retail activation in a broader fan-commerce programme. By Chris Brown
MatchFit builds management layer after 50% growth - MatchFit has appointed its first managing director after reporting 50% revenue growth, signalling a shift from founder-led expansion towards a more formal management structure within the specialist football agency market. By Chris Brown
LEGO calls World Cup range a breakthrough in reaching new consumers - LEGO’s record first-half results have given FIFA a useful commercial proof point after World Cup products helped the toy group attract new consumers and connect its brand with football fandom. By Chris Brown
Venezia build commercial platform around Serie A return and stadium move - Venezia are expanding their commercial infrastructure around their return to Serie A, appointing Elevate to a broader operating role while combining fresh investment, a new stadium project and distinctly Venetian premium hospitality. By Chris Brown
VisitMalta deal puts public-sector sponsorship scrutiny in focus - A Freedom of Information challenge over VisitMalta’s sponsorship of Ars et Labor Ferrara has turned the football partnership into a wider test of how public tourism bodies justify, procure and measure sports marketing expenditure. By Chris Brown
Premier League shirt reset opens door to finance tech and AI brands - Premier League clubs are rebuilding the market for one of their most valuable sponsorship assets after the front-of-shirt gambling ban, with finance and technology brands gaining ground while unsold inventory exposes tension over pricing. By Chris Brown
Newcastle push training assets to £11m a year with SumUp deal - Newcastle United have signed SumUp to a three-year training kit partnership understood to be worth £15m, lifting annual revenue from newly commercialised training-related assets to around £11m. By Chris Brown
IG makes major Premier League marketing bet with Sky Sports deal - IG has made one of its biggest UK marketing investments to date by signing a three-year deal to co-sponsor Sky Sports’ Premier League coverage across broadcast, digital and social platforms. By Chris Brown
Coventry turn Premier League return into Geely sleeve deal - Coventry City have converted their Premier League return into new commercial inventory by signing Geely Auto UK as sleeve and vehicle partner while extending their training partnership with Coventry Building Society. By Chris Brown
Espanyol put stadium strategy at heart of ARCTEMPUS shirt deal - Espanyol have named ARCTEMPUS as their new main sponsor for 2026-27, combining a front-of-shirt agreement with plans for joint projects spanning the RCDE Stadium, hospitality, architecture and culture. By Chris Brown
Manchester City open new commercial category with AUX global deal - AUX has chosen Manchester City for its first global sports partnership as the Chinese air-conditioning group looks to accelerate international expansion and build consumer awareness across key overseas markets. By Chris Brown
Cadbury doubles down on north London with Arsenal and Spurs renewals - Arsenal and Tottenham Hotspur have each extended their partnerships with Cadbury for another four years, continuing relationships built around fan rewards, community programmes and a growing emphasis on women’s football. By Chris Brown
Fulham uses Go Privilege deal to extend Craven Cottage beyond matchday - Fulham’s Go Privilege partnership underlines the club’s wider strategy of using Fulham Pier to create year-round commercial inventory around Craven Cottage and diversify revenues beyond matchday football. By Chris Brown
Birmingham City Women add NIXI partnership around female athlete health - Birmingham City Women have partnered with leakproof underwear brand NIXI ahead of their return to the Women’s Super League, combining player product supply with education around periods, pelvic floor health and bladder leaks. By Chris Brown
Forest land £25m Marex deal as shirt sponsorship enters new era - Nottingham Forest have signed a three-year front-of-shirt partnership with global financial services platform Marex, in a deal reportedly worth around £25m that replaces Bally’s ahead of the Premier League’s incoming voluntary gambling sponsorship ban. By Chris Brown
Marseille put local identity at centre of premium watch collaboration - Olympique de Marseille have partnered with local watchmaker Jacques Bianchi Marseille on a €995 limited-edition mechanical watch, using a premium product collaboration to deepen the club’s connection with the city while extending their brand beyond traditional football merchandise. By Chris Brown
YOKOHAMA backs Juventus to accelerate European growth - Juventus have signed a multi-year sponsorship agreement with YOKOHAMA Tyres, giving the Japanese manufacturer a broad marketing platform across home matches, digital channels and hospitality as it targets further growth in Europe. By Chris Brown
AZ turn sleep into performance asset with HappyBed partnership - AZ Alkmaar have named sleep brand HappyBed as an Official Business Partner, with the company supplying beds, mattresses and washable bedding for 22 new recovery rooms at the club’s training complex as part of a wider focus on player rest and performance. By Chris Brown
NOCO powers up Brentford presence with two-year partnership - Brentford have named NOCO as their official battery power product partner in a two-year agreement that will give the US-based consumer power brand significant matchday visibility and access to first-team content. By Chris Brown
KChat lands Leeds sleeve deal ahead of public launch - Leeds United have named KChat as their official sleeve partner from the start of the 2026/27 Premier League season, giving the communications platform major visibility as it prepares for its public launch. By Chris Brown