Sponsorship – Inside World Football

Bayern Women activate Hitachi partnership

Andy Elliott — Tue, 24 Feb 2026 11:20:30 +0000

February 24 – FC Bayern Women have formally activated their new long-term partnership with Hitachi Energy, with club executives signalling that the agreement represents a step change in the commercial positioning of the women’s side.

Speaking ahead of an exclusive Monocle panel discussion in Munich, Bayern CEO Jan-Christian Dreesen described the tie-up as taking women’s sponsorship at the club “to a new level”.

In his welcome address, Rouven Kasper, FC Bayern board member for marketing &

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Manchester City ink Silentnight deal to kit out ‘The Medlock’

Andy Elliott — Tue, 24 Feb 2026 11:19:21 +0000

February 24 – Manchester City have added another commercial partner to their expanding portfolio, confirming a deal with UK bedding manufacturer Silentnight as the club’s Official Sleep Partner.

The agreement is tied directly to the launch of The Medlock, a new hotel being developed within the Etihad campus in partnership with Radisson Blu. Silentnight will supply mattresses and toppers for the hotel, which is scheduled to open later this year.

Beyond the hotel fit-out,

British government considers unlicensed gambling operator ban in EPL

Andy Elliott — Tue, 24 Feb 2026 10:12:42 +0000

February 24 – The British government has unveiled plans to ban unlicensed gambling operators from sponsoring professional sports teams, including English Premier League clubs.

The move is designed to “prevent unlicensed operators from sponsoring sports clubs, as part of wider measures to tackle illegal gambling market” and a “ban would stop illegal firms using Premier League clubs as a platform to appeal to British audience.”

Previously, gambling advertisements were limited on shirts of EPL clubs,

LAFC builds (S)on its Korean links with Seoul tourism deal

Paul Nicholson — Mon, 23 Feb 2026 00:30:12 +0000

February 23 – Los Angeles FC is partnering with the Seoul Metropolitan Government and the Seoul Tourism Organisation. The agreement names Seoul as an official tourism partner of Los Angeles FC.

The city’s ‘Seoul My Soul’ brand will feature prominently throughout the MLS season, including in-stadium exposure at BMO Stadium and broadcast integration during LAFC matches.

The collaboration also taps into LAFC’s expanding presence across Asia. Since signing for South Korea’s most recognisable football export,

Romanian FA renews Penny sponsorship for further 5 years

Paul Nicholson — Mon, 23 Feb 2026 00:20:28 +0000

February 23 – The Romanian Football Federation (FRF) and Penny Romania have extended their partnership through 2030. The sponsorship has been one of the most enduring in the federation’s history, with the retail giant maintaining its role as the main sponsor for all 20 Romanian national teams.

Since its inception in 2015, the partnership has evolved into focusing on youth development and national performance.

Part of the German REWE Group, Penny is one of Romania’s largest retailers.

Turks bank on future national team success with Fuzul

Paul Nicholson — Fri, 20 Feb 2026 10:05:17 +0000

February 20 – The Turkish Football Federation (TFF) has signed a major sponsorship agreement with Fuzul, a leader in the savings-based finance sector.

The partnership, formalized at the Hasan Doğan National Teams Camp and Training Facilities, designates Fuzul as the Main Sponsor for both the Men’s and Women’s A National Teams for the next two years. No value was given for the sponsorship.

Opening the ceremony at the Orhan Saka Conference Hall,

Liquid Death ‘to murder LAFC thirsts for years to come’

Paul Nicholson — Fri, 20 Feb 2026 08:19:06 +0000

February 20 – Los Angeles FC have added an unlikely-sounding name to their commercial roster, announcing a partnership with Liquid Death – the canned water brand whose marketing leans more heavy metal than hydration.

Under the agreement, Liquid Death becomes LAFC’s exclusive flavoured sparkling water partner, with its still and sparkling products stocked throughout the BMO Stadium. For a brand built on the slogan “death to plastic”, the setting is less mosh pit,

TFF signs new partnership with Sarıyer

Andy Elliott — Tue, 17 Feb 2026 10:00:52 +0000

February 17 – The Turkish Football Federation (TFF) has officially announced a new two-year agreement with Sarıyer Kola, one of Turkey’s leading domestic beverage brands, designating them as the Official Supply Sponsor for the Turkish National Teams.

The signing ceremony took place at the TFF Hasan Doğan National Teams Camp and Training Facilities. High-ranking officials in attendance included TFF President İbrahim Ethem Hacıosmanoğlu and Oğuz Holding Chairman Hulusi Oğuz, alongside various TFF board members and executives.

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Real Madrid’s Bernabéu tops value ranking of stadium naming rights

Paul Nicholson — Mon, 16 Feb 2026 06:58:42 +0000

February 16 – Real Madrid’s Santiago Bernabéu has been identified as Europe’s most valuable stadium naming rights asset, with an annual fair market value of €21.1 million (£18.4 million), according to new analysis from The Sponsor.

The findings come from The Sponsor’s European Stadium Naming Rights Fair Market Value Report, which assesses 75 venues across the continent. Described by the publisher as the most comprehensive valuation exercise of its kind to date, the study benchmarks sponsorship strength and comparable market transactions to determine what a stadium could reasonably command in an arm’s-length deal.

Croatian FA agrees 5-year sponsorship with Coca-Cola

Paul Nicholson — Mon, 16 Feb 2026 00:58:36 +0000

February 16 – Global beverage giant Coca-Cola has become an official partner of the Croatian FA (HNS) and the Croatian national football team.

Under this new multi-year agreement, Coca-Cola serves as the official refreshment, while Powerade takes on the role of the official sports drink for the national team.

The contract was signed by Marijan Kustić, President of the HNS, alongside Coca-Cola leadership: Gjorgji Hristov, General Manager of Coca-Cola Adria and Amela Čengić,

Revolut expands Man City deal to back of men’s team shirts

Paul Nicholson — Fri, 13 Feb 2026 06:59:27 +0000

February 13 – Online bank Revolut has partnered with Manchester City as a back-of-shirt sponsor, agreeing a multi-year deal covering both men’s and women’s teams in differing capacities.

Revolut already has an existing partnership with the women’s team – which began at the start of 2025 – and is seen as a key building block into the extension of this new deal.

The updated agreement with the club will now see the Revolut brand feature on the back of the Men’s team playing shirts for domestic cup matches and across WSL and cup fixtures for Manchester City Women,

Saints given a Pepsi MAX boost as they chase Premier League return

Paul Nicholson — Thu, 12 Feb 2026 20:16:14 +0000

February 13 – Promotion chasing Southampton FC, who have stuttered in a stop-start season to date, might some consistent performance fizz with a new partnership agreed with Carlsberg Britvic and Pepsi MAX.

The multi-year deal with soft drinks manufacturer Carlsberg Britvic, will see the Pepsi MAX brand as the official soft drinks partner across St Mary’s Stadium and include naming rights for the club’s new LEVEL1 ‘games bar’.

“This agreement reflects our shared ambition to enhance the fan experience at St Mary’s by bringing some of the UK’s most popular soft drink brands to our supporters.

Man City plug in BYD for multi-year deal

Paul Nicholson — Wed, 11 Feb 2026 05:36:32 +0000

February 11 – Manchester City have signed a new multi-year partnership with Chinese car brand BYD in a deal that places the fast-growing automotive giant at the heart of the club’s matchday and training environment.

The deal will see BYD become the Official Automotive Partner of City’s men’s and women’s first teams, with their branding immediately appearing on the men’s training kit sleeve and from next season on the women’s equivalent.

BYD will also have a ‘prominent’ presence at the Etihad Stadium,

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As Spurs’ look to trade up on the pitch, Infinox deal shows the way off it

Paul Nicholson — Wed, 11 Feb 2026 01:40:50 +0000

February 11 – Tottenham Hotspur’s commercial engine keeps ticking along, even as the football side heads towards another implosion, with last night’s loss to Newcastle United precipitating the firing of manager Thomas Frank.

With all the noise surrounding the playing side of the business, the commercial side has announced a new multi-year partnership with online trading platform Infinox, which, given the team’s volatility, seems appropriate.

Despite their poor form, Spurs are still one of the Premier League’s most recognisable clubs,

Corinthians sign one-year deal with Chinese auto giant BYD

Andy Elliott — Tue, 10 Feb 2026 09:17:42 +0000

February 10 – Brazilian club Corinthians and Chinese car manufacturer BYD have signed a one-year sponsorship deal until the end of 2026.

This season, BYD’s logo will feature on the shoulder of the Corinthians shirt after the parties agreed a one-season deal. The terms of the sponsorship were not disclosed.

BYD had already teamed up with Corinthians for the Brazilian Cup final last year and this year’s Super Cup, a 1-0 victory against Flamengo.

Ajax to fuel TinQEnergie brand expansion

Paul Nicholson — Mon, 09 Feb 2026 06:32:05 +0000

February 9 – Ajax has added a new commercial partner to its roster after confirming a multi-year agreement with TinQEnergie, who will be the club’s Official Energy Partner until at least 2028.

The partnership fits a familiar commercial pattern associated with Ajax: aligning with a growth-stage Dutch brand seeking national visibility, while embedding the relationship within the club’s fan and business ecosystem.

The agreement is structured around supporting the rollout and scaling of the TinQE brand in the Dutch market.

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Man City secure multi-year Lucozade sponsorship

Paul Nicholson — Wed, 04 Feb 2026 05:13:36 +0000

February 4 – Manchester City have confirmed a new multi-year deal with the UK’s best-known sports drink brand, Lucozade. From matchdays to training sessions, and across the men’s, women’s, and academy setups, player bottles, ice coolers, and training spaces will now be branded.

It’s a reminder of just how powerful football remains as a shop window for sports nutrition brands.

“We are delighted to welcome Lucozade as our new Official Sports Drink Partner,” said Kaitlyn Beale,

Coca-Cola agrees league and FA deal in Northern Ireland

Paul Nicholson — Wed, 04 Feb 2026 03:49:16 +0000

February 4 – The Coca-Cola Company has doubled up in Northern Ireland with partnerships with both the Irish Football Association (IFA) and the Northern Ireland Football League (NIFL), in a deal spanning both the national and domestic games.

The partnership will activate across football in Northern Ireland through a series of fan-facing initiatives designed to support senior internationals, grassroots football and the domestic league pyramid.

Coca Cola main brand, its zero-sugar alternative and Powerade will be the focus of promotion.

Bulgaria’s Botev Plovdiv ink long-term partnership with sportswear band Macron

Andy Elliott — Tue, 03 Feb 2026 10:17:42 +0000

February 3 – Bulgaria’s Botev Plovdiv have announced the signing of a new long-term partnership agreement with the renowned Italian sportswear brand, Macron. The new deal extends a prior collaboration through the end of the 2028/29 season.

The updated contract between the Bulgarian club and the Italian manufacturer comes with substantially enhanced financial parameters for the Plovdiv-based club, marking a major step forward in the club’s commercial growth.

Both parties are committed to enriching the supporter experience by introducing a wide range of new merchandise at the official club fan shop.

Live Nation buys naming rights to River Plate’s Monumental stadium as part of events deal

Paul Nicholson — Mon, 02 Feb 2026 02:17:11 +0000

February 2 – Ticketing giant Live Nation has secured the naming rights to River Plate’s Estadio Monumental as part of a long-term commercial partnership with Argentina’s most powerful club.

The agreement, which comes into effect on January 1, 2027, also brings leading local promoters DF Entertainment and Dale Play Live into the agreement and is understood to be worth approximately $110 million over 10 years. The deal will play a central role in funding River’s latest round of stadium redevelopment.

Visa embraces short-form football with Kings League Brazil sponsorship

Paul Nicholson — Fri, 30 Jan 2026 03:01:07 +0000

January 30 – Visa has moved deeper into football’s emerging entertainment space after agreeing a partnership with Kings League Brazil for the 2026 season, aligning the global payments brand with one of the fastest-growing properties in the seven-a-side game.

The deal makes Visa a partner across all Kings League Brazil competitions in 2026 and sees the brand take a headline role in the league’s first ‘Mercato’ of the season. The Mercato, a live-streamed player transfer window,

CSB builds CPL’s national media footprint with StackTV deal

Paul Nicholson — Fri, 30 Jan 2026 02:05:20 +0000

January 30 – Canadian Soccer Business (CSB) has added a national media partner to its commercial portfolio after confirming a sponsorship and digital content agreement with StackTV, Corus Entertainment’s premium streaming platform, aimed at increasing the visibility of the Canadian Premier League throughout the country.

The deal gives StackTV a place on the front of shirt Inter Toronto’s kits, as well as promotional content across CPL and OneSoccer platforms. Fan engagement initiatives and season-long competitions have also been included as part of the brand’s activation strategy.

MLS embraces prediction markets with Polymarket sponsorship

Paul Nicholson — Wed, 28 Jan 2026 03:19:28 +0000

January 28 – Major League Soccer (MLS) and its commercial arm Soccer United Marketing (SUM) have announced a new multi-year partnership with Polymarket, naming the platform an Official Partner of MLS and Leagues Cup and positioning it as the league’s Official and Exclusive Prediction Market Partner across its main properties, including MLS Cup, the MLS All-Star Game and Leagues Cup.

With the proliferation of prediction markets across professional sports in the US, leagues are searching for new engagement formats with MLS becoming one of the first major football leagues to formally integrate prediction-market insights into its digital ecosystem.

Visa signs up to sponsor FIFA Women’s Champions Cup

Andy Elliott — Tue, 27 Jan 2026 10:10:49 +0000

January 27 – Visa has been confirmed as a global sponsor of the inaugural FIFA Women’s Champions Cup, securing naming rights to individual awards just days before the new competition gets underway.

Visa will present the Player of the Match awards at both semi-finals, the third-place play-off, and the final, as well as serving as the presenting sponsor of the Player of the Tournament award.

“We are delighted to welcome Visa as a global sponsor for the inaugural FIFA Women’s Champions Cup,

NCAA patch ruling could help U.S. college soccer thrive

Andy Elliott — Tue, 27 Jan 2026 09:11:17 +0000

January 27 – College soccer received a commercial boost this week which it is hoped will make the sport more competitive in recruiting.

The National Collegiate Athletic Association (NCAA) has voted to allow sponsorship patches on uniforms in Division I competition, a decision that further accelerates the commercialisation of US college sports.

Under the new legislation, which takes effect on August 1, Division I programs will be permitted to feature up to two jersey patch sponsors during regular-season,

Greece evokes golden era as EPO reunites with Adidas

Andy Elliott — Tue, 27 Jan 2026 08:45:27 +0000

January 27 – The Hellenic Football Federation (EPO) and Аdidas have officially entered a new era, announcing a partnership for the German brand to become the official technical partner of all Greek National Teams until 2030.

This agreement reunites two organisations that shared the most legendary chapters in Greek football history. The partnership evokes the golden era of the mid-2000s, most notably the miracle of UEFA EURO 2004, as well as appearances in the 2005 Confederations Cup,

AS Roma add Saudi brand Gissah as fragrance partner

Paul Nicholson — Mon, 26 Jan 2026 00:38:08 +0000

January 26 – AS Roma have added another Middle Eastern name to their commercial mix, announcing a partnership with Gulf-based fragrance brand Gissah in a deal that pushes the club further into lifestyle licensing and underlines how businesses from the region continue to find footholds in European football.

Gissah becomes Roma’s Official Fragrance Partner, marking the Saudi brand’s first move into football sponsorship and introducing a new commercial category for the Serie A club.

NYCFC warm to new Visit Tampa Bay deal

Paul Nicholson — Mon, 26 Jan 2026 00:17:51 +0000

January 26 – Major League Soccer club, New York City FC, has announced a new tourism partnership with Visit Tampa Bay, naming the destination marketing organisation an Official Tourism Partner of the club for the 2026 MLS season.

The deal reflects a long-standing natural connection between the North East and Florida, where seasonal travel patterns have linked the two regions for decades through tourism, second homes and so-called ‘snowbird’ migration. With a monster winter storm battering the region,

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LaLiga signs new agreement with Brazil’s SportyBet

Andy Elliott — Thu, 22 Jan 2026 11:35:50 +0000

January 22 – LaLiga has signed a new agreement with Brazil’s SportyBet as Spain’s top division continues to double down on one of its most important overseas markets.
SportyBet will roll out betting offers and fan promotions tied to specific fixtures, particularly marquee games, using LaLiga’s schedule as a recurring engagement tool throughout the season.

Brazil has long been a priority territory for LaLiga, given the size of its football audience and the league’s strong historical pull through players,

BFU extends partnership with Vivacom

Andy Elliott — Tue, 20 Jan 2026 10:04:46 +0000

January 20 – The Bulgarian Football Union (BFU) and Vivacom, Bulgaria’s leading telecommunications company, have officially extended their strategic partnership, signing a new sponsorship agreement for an additional two years. The new contract is valid until 2027.

This step reaffirms the long-standing and successful collaboration between the two organisations, focused on continuously enhancing joint initiatives for Bulgarian football fans.

The partnership stands as a testament to the stability and shared vision of both the BFU and Vivacom toward building a sustainable future for the sport in Bulgaria.

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