Football

Football

One of the most iconic partnerships in world sport, the German national football team and Adidas, is to come to an end after the Fifa World Cup in 2026, with Nike to take on kit supplier rights to the…
Football

Ligue de Football Professionnel (LFP), organising body of the top two divisions of the French game, has agreed a three-season deal making McDonald’s the new title sponsor of Ligue 1, with the contract reportedly nearly doubling in value.
Football

Consumers see Just Eat Takeaway.com as “significantly more prestigious, culturally relevant and exciting” as a result of its sponsorship deals with the Uefa Champions League, Europa League and Conference League, according to Marijn Luchtman, global head of sponsorships for the brand.
Football

The Football Association of Ireland (FAI) has ended a four-year search for a main national team sponsor by announcing Sky Ireland as the primary partner of the men's senior side until 2028.
Football

Amazon Web Services has agreed an extension to its sponsorship agreement with the German Football League (DFL) that places a new emphasis on the company’s artificial intelligence technology.
Football

Total revenue in the top two divisions of German football broke the €5bn ($5.4bn) barrier for the first time in the 2022-23 season, with almost two-thirds of all clubs now operating in the black following the long-running impact of the pandemic.
Football

SportBusiness understands Castore is positioned to take over all existing Umbro football kit contracts in the UK, with exclusive windows to become each club's kit supplier after their Umbro contracts expire.
Football

Concacaf has announced a sponsorship by American national restaurant chain Chili's Grill & Bar as the official restaurant of the Concacaf Nations League Finals, which includes two semi-final matches and the final.
Football

Feyenoord is to have a new shirt sponsor from the 2024-25 season, with a lucrative agreement with German electronics retailer Mediamarkt thought to be in place.
Football

The United Soccer League's USL League One is launching an inaugural in-season cup competition with Jägermeister as the entitlement sponsor for the tournament in a new sponsorship deal.
Football

World governing body FIFA enjoyed income of $1.17bn (€1.07bn) in 2023, boosted by strong commercial revenues from the Women’s World Cup in Australia and New Zealand.
Football

Digital bank Chase UK is using sponsorship of the four football ‘home nations' to build on its successful entry into the UK market.
Football

Brazilian football giants Palmeiras has signed off a new lucrative deal with Sports Hub, for the Brazilian technology solutions company to continue selling its perimeter LED board and on-pitch advertising assets to 2029.
Football

Uefa has launched a process inviting bids from prospective sponsors in the crypto exchange category to fill its Champions League sponsorship portfolio and has already received one offer from the sector.
Football

After entering the Spanish sponsorship market in 2023 with a trio of deals, air conditioning brand Kosner has extended its front-of-shirt deal with LaLiga club Osasuna
Football

Mondelēz International has removed some inventory from its new licensing agreement with the German Football League to allow it to strike additional deals with Bayern Munich and Borussia Dortmund.
Football

Bayer 04 Leverkusen has served further notice of its ambitions to sign international sponsors by becoming the first German Bundesliga club to deploy parallel advertising technology during broadcast coverage of its home matches.
Football

DAZN has extended its contract with the Mediaset-owned Digitalia 08 for advertising sales around the subscription broadcaster’s live coverage of Italian football’s Serie A.