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.
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 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.”
February 23 – FIFA president Gianni Infantino has again floated the idea of world football launching its own cryptocurrency, telling an audience in Florida that the organisation is studying the creation of a ‘FIFA token’ or ‘FIFA coin’.
February 23 – Viaplay Group has secured full broadcast rights to the EFL Championship across all Nordic markets under a new multi-year agreement running through 2028.
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.
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.
February 20 – The Turkish Football Federation (TFF) has signed a major sponsorship agreement with Fuzul, a leader in the savings-based finance sector.
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.
February 20 – Burnley FC have extended their commercial partnership with X to launch a new behind-the-scenes documentary series focused on Burnley FC Women.
February 19 – For the second time in as many weeks, the French Professional Football League (LFP) has suffered the loss of a senior media executive, further destabilising an organisation already rocking from multiple media-rights crises.
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 18 – Italian football is taking its engagement fantasy football to the next level with the announcement that the 20 clubs of Serie A have approved the league’s acquisition of a 51% controlling stake in fantasy football platform Fantacalcio.
February 18 – The BBC has agreed to sub-license eight Serie A matches across the remainder of the 2025–26 season from DAZN.
February 17 – The Premier League has secured a 25% uplift on its broadcast deal in South America and the Caribbean after agreeing a new long-term extension with ESPN, understood to be worth around £450 million through to 2031, according to reports.