January 28 – Major League Soccer (MLS) has unveiled Walmart Saturday Showdown, a new weekly broadcast designed to create appointment viewing and sharpen the league’s national narrative around its most marketable matchups. Think Monday Night Football, which has been a stable of the American sports market for decades and is now a national institution.
January 28 – UEFA has formally launched its tender process in the Netherlands for the 2027-28 to 2030-31 broadcast cycle, placing the UEFA Champions League back on the market alongside the Super Cup and UEFA Youth League.
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.
January 27 – College soccer received a commercial boost this week which it is hoped will make the sport more competitive in recruiting.
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.
January 26 – FC Porto have further extended their footprint in Africa, announcing the launch of a new academy project in Mozambique as part of a broader strategy that blends talent development with long-term brand positioning.
January 26 – FC Dallas has unveiled a slate of theme nights and promotional activations for the 2026 Major League Soccer season, signalling a shift toward positioning matchdays as entertainment products rather than purely sporting events.
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.
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.
January 23 – Manchester City have confirmed a new multi-year partnership with LED display and lighting specialist Unilumin, expanding a relationship that has already had a significant presence at the Etihad Stadium.
January 23 – Manchester United are exploring how to monetise their storied history, without handing control of the present to a documentary crew with too much access and not enough mercy.
January 22 – The Kings World Cup Nations 2026 generated more than 1.6 billion social media impressions and attracted a cumulative global livestream audience of 120 million viewers, Kings League has claimed.
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.
January 21 – DAZN, the sports streaming service, is partnering with Polymarket, a crypto prediction market, to let users trade predictions.
January 21 – Atlético de Madrid is entering a different market space after entering a strategic agreement with Grupo UAX, naming Universidad Alfonso X el Sabio as the club’s Official University.