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Sponsorship

Rangers confirm Pipeline as back-of-shirt sponsor

January 6 – Rangers capped a fine weekend in which they beat Celtic in the ‘Old Firm’ derby by confirming Pipeline Energy Solutions as back-of-shirt lower sponsor for the remainder of the 2025/26 season. 

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Sponsorship

PSG agree sleeve patch sponsorship with Dubai’s Beyond Developments

January 4 – French giants, Paris Saint-Germain, have announced a multi-year global sponsorship with Beyond Developments, a Dubai-based real estate company. Under the agreement, Beyond becomes PSG’s Premium Sleeve Partner through 2029, with its logo making its debut in the Parisian derby against Paris FC.

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Sponsorship

Bank Rakyat Indonesia to use Barca partnership to drive local commercial banking business

January 1 – FC Barcelona has announced a new commercial partnership with Bank Rakyat Indonesia (BRI), naming the state-owned lender as the club’s Official Commercial Banking Partner in Indonesia through December 31, 2027. 

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Sponsorship

Veltins agrees 10-year extension to Schalke 04 stadium naming rights

December 22 – FC Schalke 04 have agreed a 10-year extension to their stadium naming rights with Veltins brewery.

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Premier League

Man City plug in first Central Asian sponsorship with Uzbek brand Artel

December 19 – Manchester City have secured their first Central Asian sponsorship with Artel Electronics, the largest consumer electronics manufacturer in the region.

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Sponsorship

NYFC’s Etihad Park Paze’s the way to a fully integrated stadium experience

December 19 – By bringing in online wallet Paze as a founding partner of Etihad Park, New York City FC’s new multi-year partnership with Early Warning Services is leaning into a bigger idea about what modern stadiums are becoming and what role they play in city life.

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Premier League

BarberBoss groomed for Everton global partnership

December 19 – Everton have expanded their commercial line-up with the addition of British grooming brand BarberBoss, which has signed a multi-year agreement to become the club’s first Official Men’s Grooming Tech Partner.

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Partnerships

Liverpool secure AI marketing automation partnership with SAS deal

December 18 – Liverpool have deepened their commitment to data-led operations after confirming a new multi-year partnership with SAS, which becomes the club’s official AI marketing automation partner.

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Europe

Euronics extends Women’s Champions League sponsorship and adds Euro 2029

December 18 – Electronics and home appliance retailer Euronics has agreed a three-year extension to its Women’s Champions League sponsorship, and added the 2029 Women’s Euro, to be played in Germany, to its UEFA sponsorship portfolio.

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Sponsorship

Prediction platform Kalshi signs front of shirt sponsorship for Baller League’s US expansion

December 18 – The fast-growing Baller League has named prediction market platform Kalshi as the front-of-shirt sponsor of Baller League USA.

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Federations

USL renews Prinx Tires as naming rights sponsor for inter-league USL Cup

December 17 – The United Soccer League has renewed Prinx Tires as the naming rights partner for the USL Cup for the 2026 and 2027 seasons.

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Sponsorship

Visit Qatar extends PSG sponsorship to end 2028

December 15 – Paris Saint-Germain and Visit Qatar have agreed to extend their commercial partnership through to 2028, further entrenching a relationship that has become one of the longest-running state-linked sponsorships in European club football.

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Football Marketing

Portland Timbers build on partnership with Bank of America

December 11 – Major League Soccer’s Portland Timbers have announced a new deal with mega U.S. financial institution Bank of America as the franchise’s front-of-jersey sponsor.

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Football Marketing

Moneris agrees all-club CPL sponsorship to include sleeve patches

December 10 – Canadian digital payments specialist Moneris Solutions Corporation has become the Official Commerce Solutions Partner of the Canadian Premier League (CPL).

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Football Marketing

Serie A rebrands Refcam to Haier-cam

December 7 – Italy’s top flight, Serie A, has rebranded its Refcam as the Haier-Cam and putting it at the centre of a partnership built on the idea that tech should serve the heartbeat of the game, not distract from it. 

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