Football

Football

UK consumer products group Unilever has become a first-time sponsor of the Conmebol Copa América, hosted this year in the US, as it gears up for a potential hat-trick of major football events in North America – its biggest market.
Football

Following months of speculation, Fifa today confirmed a four-year global sponsorship agreement with Saudi Arabia-owned oil firm Aramco.
Football

Juventus FC has appointed the Two Circles agency as it intensifies its efforts to identify a new brand to replace long-standing front-of-shirt sponsor Jeep.
Football

Diageo-owned beer brand Guinness is set to take over the Premier League’s beer category rights from the departing incumbent - AB InBev’s Budweiser – after this season.
Football

Premier League club Manchester City has signed a multi-year ‘Official Partner’ agreement with Quidd, a subsidiary of Hong Kong software developer Animoca Brands.
Football

The Hungarian government has given its blessing to a controversial sponsorship deal between Russian energy firm Gazprom and the country’s leading football team Ferencváros, signalling its intention to continue relations with Russia despite its invasion of Ukraine.
Football

Liverpool FC is poised to announce a new kit supplier deal with Adidas that will begin with the 2025-26 season, SportBusiness can exclusively reveal. 
Football

Chance, a subsidiary of Tipsport, has acquired title sponsorship rights to the top two divisions of Czech football, ending rival betting firm Fortuna’s backing of the leagues.
Football

Portuguese Primeira Liga club FC Porto has agreed a 25-year deal with Spanish company Ithaka to sell 30 per cent of the economic rights to its Dragão stadium in return for a €65m ($69.2m) investment.
Football

McDonald’s is likely to promote its new McDo+ app and delivery service when it replaces Uber Eats as Ligue 1's title sponsor in 2024-25.
Football

The Uruguayan Football Federation (AUF) is to launch a kit supply tender later this year after signing a short-term deal with Nike for the upcoming men's Copa America.
Football

The Mexican Football Federation (FMF) has announced a sponsorship deal with Chilean wine Casillero del Diablo for Mexico's annual US 'MexTour' in a deal that encompasses the men's and women's national…
Football

The sale of title sponsorship rights to A-League Women, Australia’s professional women’s football league, was deferred to October last year to determine the value of staging Fifa’s showcase tournament in the country.
Football

With restrictions on gambling in Brazil loosening, the Campeonato Brasileiro Série A has its first title sponsor from the betting category in the form of Greece-based Betano.
Football

Sponsorship rights fees in women's football are rising on a growing set of commercial objectives from brands.
Football

Global bank Barclays is believed to be close to finalising a title sponsorship renewal with the Women’s Super League (WSL). The Daily Telegraph has reported that the bank is set to pay £9m ($11.4m/€10.5m)
Football

The popularity of the main Juventus FC account on TikTok prompted the short-form video platform to strike a standalone sponsorship deal with the club’s Serie A Femminile team, Juventus Women.
Football

Two months after launching a general tender for sponsorship rights to its women's football properties, Uefa today announced a separate bidding process for prospective apparel and match ball suppliers.