Football

Premier League pair Southampton FC and Tottenham Hotspur have turned to the cryptocurrency sector to fill key shirt sponsorship voids for the new season

The Argentinian Football Association has appointed IMG as its exclusive sponsorship agency in the Asia Pacific region (APAC), as part of a two-year deal that will run from 2025 to 2026.

Nike is one of the club’s three top-tier sponsors, but president Joan Laporta in March ramped up the pressure on its kit supplier to either quit or pay more.

Uber has split its approach to its latest European football sponsorship deals, turning to its Uber Eats food delivery brand to sponsor Spain’s LaLiga but marketing its main ride-hailing app business in a shirt deal with Serie A side Como 1907.

Qatar Airways has expanded its relationship with Inter Milan by becoming the Serie A club’s new training kit sponsor, replacing online gaming operator LeoVegas in the role.

Neom, the new region being built by the Saudi Arabian government in the country’s north west, is to continue as a leading sponsor of the Asian Football Confederation throughout the decade.

The health sector has become a leading source of sponsorship deals in the US but has yet to take off in Europe.

Soft drinks group Coca-Cola appears to have stepped back in time by attaching its masterbrand logo to the training kit and warm-up kit at Italian Serie A club SSC Napoli

Turkish football clubs Galatasaray and Fenerbahçe have tapped very different industries to secure new sleeve sponsors.

 Como 1907 FC, which is returning to Serie A for the first time in more than two decades, has signed a multi-year kit supply deal with Adidas.

Inter Milan continues to stand out among its Serie A by leveraging training ground naming rights as a sponsorship asset via an expanded deal with Italian banking group BPER

Leicester City has announced BC.Game as its new main shirt sponsor, becoming the latest Premier League club to partner with a company from the gambling sector before a league-wide ban on such deals comes into force.

Mobile network Three has refocused its relationship with Chelsea FC so that it now places even more of an emphasis on the club’s women’s team. The deal is the largest women-specific sponsorship agreement the club has agreed to date.

Women’s Super League sides Chelsea Women and Crystal Palace Women have broken new ground, announcing their first-ever standalone training kit and front-of-shirt sponsorship deals, respectively.

LaLiga club FC Barcelona has renewed one of its most lucrative and controversial sponsorship deals by signing a five-year extension with betting operator 1XBet.

BetMGM has made its biggest sponsorship move in the UK market to date with the acquisition of training wear rights at Tottenham Hotspur, a deal that confers exclusivity in the betting category.