January 19 – MLS Cup Champions, Inter Miami CF, is doubling down on a commercial strategy built around scale and global relevance, announcing expanded partnerships with Lowe’s and Ergo Next Insurance as the club moves towards the opening of Miami Freedom Park in 2026.
January 16 – Turkish powerhouse Fenerbahçe SK has announced two sponsorship agreements for both its men’s and women’s teams.
January 16 – AS Monaco have announced the return of eToro as an official partner, with the two parties agreeing a new deal running until 2028.
January 16 – Brazilian giants Corinthians are about to lock in one of the biggest sponsorship deals in Brazilian football, extending their partnership with betting company Esportes da Sorte through to 2029. Once signed, the agreement will guarantee the club at least R$150 million ($28 million) per year, with the figure rising toward R$200 million ($37 million) if performance targets are met.
January 15 – Serie B outfit Venezia FC have confirmed a new commercial partnership with Nike Vision, expanding the club’s visibility in the fashion space.
January 14 – Tottenham Hotspur have named Japanese travel agency H.I.S as their Official Regional Partner in Japan, with an all-new agreement in place until the end of the 2027-28 season.
January 13 – Aston Villa Football Club have unveiled El Gouna Red Sea as the club’s training wear sponsor in a deal lasting until the end of the 2025/26 season.
January 12 – Eintracht Frankfurt and Deutsche Bank have agreed to extend the naming rights and broader cooperation around Deutsche Bank Park by eight years, taking the deal through to 2035. The new term now matches the stadium lease agreement with the City of Frankfurt. Financial details were not disclosed.
January 12 – Serie A club, FC Internazionale Milano has confirmed a new three-year commercial partnership with Coca-Cola, naming the company the club’s Official Soft Drink Partner, with Powerade appointed as Official Sports Drink Partner.
January 12 – Scottish club Celtic FC has confirmed a new partnership with Avant Water, naming the company the club’s Official Water Partner for the remainder of the 2025/26 season, with the agreement set to run through to 2028.
January 9 – Spain’s LaLiga is continuing to push its footprint beyond its borders, renewing and expanding its partnership with Polish sports drink brand Oshee with the new agreement stretching across 43 European markets.
January 8 – Bayern Munich have added a new category to their commercial portfolio, confirming a multi-year partnership with ERL Immobiliengruppe that names the Bavarian property company as the club’s first Official Real Estate Partner.
January 8 – Liverpool have added another premium global brand to their commercial portfolio, announcing a long-term partnership with Tommy Hilfiger that signals a further step in the club’s move towards lifestyle and cultural-led collaborations.
January 7 – Olympique de Marseille have unveiled a new partnership with London-based fintech company Ebury. Alongside the sponsorship, Ebury has opened a new office in Marseille, deepening its footprint in France and signalling a push into southern Europe, with OM as the key to unlock the region.
January 7 – The Argentina Football Association (AFA) is continuing to maximise the sales momentum of the country’s 2022 World Cup win and Lionel Messi’s celebrity with their latest partnership with storage company Lexar.