Football

SportBusiness Sponsorship looks at the sponsorship landscape in the Women's Super League at both a league and club level.

Nike has won the long-term contract to kit out the Uruguayan national football team, after a short-term deal covering this summer's men's Copa América.

Chiliz Group, the owners of the Socios fan token business, is launching Chiliz Sports, an independent agency to help cryptocurrency brands identify partnership opportunities with sports properties.

Verizon is the third US-based brand in a month to sign up as a 2026 Fifa World Cup sponsor, after Bank of America and Frito-Lay.

Barclays has finally announced an extension to its title sponsorship agreement with the Women’s Super League and its long-running association with the Premier League.

Atalanta’s successes in European football mean it is beginning to vie with top Italian clubs for sponsorship opportunities.

LaLiga has announced a new multi-year regional agreement with cryptocurrency exchange Bitget.

Pluto TV, the free, ad-supported streaming service owned by Paramount Global, has struck a multi-faceted global commercial agreement with Borussia Dortmund, which includes shirt branding and a dedicated TV channel.

Giulia Mazzia, the head of commercial ventures at Arsenal FC, is leaving the North London club to become the new commercial director for reigning Women’s Super League champions Chelsea Women, SportBusiness can reveal.

Pet food brand Purina leveraged a pre-season tour sponsorship deal with Arsenal Women to create a global social media campaign about the positive impacts of pet ownership.

Galatasaray has refuted criticism of the club's new sponsorship deal with MeritKing.news following claims of the website's ties to an illegal betting site.

Qatar Airways will be the new global airline sponsor of the Uefa Champions League until at least 2030 having agreed an unprecedented two-cycle deal, SportBusiness can reveal.

Bank of America chose to acquire global rather than regional sponsorship rights for the North America-hosted 2026 World Cup because it wanted to demonstrate it is an “international firm with international clients," according to CMO David Tyrie.

PepsiCo-owned snack brand Frito-Lay has become the latest US-based company to extend its relationship with Fifa in a deal to become an Official Sponsor of the 2026 Fifa Men’s World Cup and the 2027 Women’s World Cup.

The newly branded Ninja A-League will benefit from at least 10 free-to-air matches in 2024-25 as part of its naming rights deal.

At least five top-tier sports marketing agencies are vying for the chance to sell Uefa Champions League commercial rights from 2027-28 onward, after the deadline for bids passed this morning.