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.
February 17 – The Hellenic Football Federation (EPO) has extended its collaboration with Ticketmaster Hellas, who remain the Greek federation’s exclusive ticketing services provider for all matches they organise.
February 17 – The Football Association of Ireland (FAI) has confirmed a four-year extension of its partnership with DHL Express Ireland, who will remain the association’s official logistics partner.
February 16 – UK-based Beyond Hospitality is taking over the marketing and sales of hospitality packages for the German Football Association (DFB) in a three-year deal, replacing long-time rights holder Sportfive.
February 10 – Details of the Ethiad Campus’ ecosystem expansion has been unveiled as The Medlock – a Radisson Blu hotel build into the Ethiad Stadium – unveiled its brand identity and its opening booking system.
February 9 – FC Bayern Munich and Viessmann Climate Solutions have agreed an early extension to their partnership, continuing a collaboration that places sustainability and infrastructure efficiency at the centre of the club’s commercial strategy.
February 6 – The Bulgarian Football Union (BFU) has signed a strategic partnership agreement with ‘Sport Network’, who represent Danish sporting goods brand Select in Bulgaria.
February 5 – Avery Dennison has officially pushed into the Bundesliga market, announcing an exclusive partnership with Mainz 05 that ‘puts personalised kit front and centre of the matchday experience’
February 5 – The Indian Super League (ISL) finally has a broadcaster with Fancode picking up the rights for the 2025-26 season.
February 5 – Royal Caribbean has long been part of Miami’s DNA for decades, so it comes as no surprise that a partnership with the FIFA World Cup 2026 Miami Host Committee has been cemented.
February 5 – Real Madrid have spent the last seventy years conquering Europe, and now, with the launch of the Madridista Premium Unicaja Card, they’ll be embedded with the fans’ wallets as football and finances become fully entwined.
February 2 – Inter Milan has expanded its global academy footprint with the launch of Inter Academy Sydney and Inter Academy Adelaide, extending the Nerazzurri’s youth development and brand strategy into the Australian market.
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.
January 30 – Former European Champions FC Porto have entered a strategic partnership with Major League Soccer’s, FC Cincinnati, formalising a long-term collaboration.
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.