January 15 – Paris and fashion mix as easily as tea and biscuits, so it’s no surprise that the perennial champions of France, Paris Saint-Germain (PSG) are about to strut the catwalk as they strengthen their collaboration with the luxury craftmanship of the Jordan brand.
January 16 – Premier League Brentford have strengthened their off-pitch strategy with a cutting-edge cybersecurity partnership, announcing Acronis as the club’s official cybersecurity partner.
January 16 – Turkey’s Galatasaray have signed a one-year sponsorship with Turkish technology company NGN worth 15 million Turkish lira (€400,000). The company’s logo will be placed on the socks of Galatasaray’s first team kit.
January 15 – After months of speculation, Saudi Arabia is closing in on a $1 billion investment in sports streaming platform DAZN, offering the Arab Kingdom a sports broadcasting arm and home to sports rights properties.
January 15 – The second largest banking organisation in the United States, Bank of America (BofA), is continuing its foray into the world of football. Hot on the heels of partnering with FIFA’s properties, the 2026 World Cup, and the 2025 World Club Cup, BofA, can now boast the US Soccer Federation as a long-term partner.
January 15 – West Ham United, in collaboration with their Official Accounting Software Partner, Intuit QuickBooks, has launched a new campaign aimed at supporting local businesses and helping them prepare for the upcoming self-assessment tax deadline on January 31.
January 14 – Brazilian giants Botafogo have announced a landmark partnership with online sports betting brand VBET as their new main shirt sponsor in a three-year agreement.
January 1 – The German Football Association (DFB) has unveiled a new multi-year partnership with Scandinavian clothing brand Marc O’Polo, naming it the official fashion partner for its men’s and women’s senior and under-21 national teams.
January 13 – Inter Miami who caused a rumpus last year during pre-season when Lionel Messi was a no-show in Hong Kong, are on the road again playing games in North, Central, and South America.
January 10 – Betting in football is a fact of life and the cost of doing business. In the club game, sponsorship is attached to almost anything that is within eyesight, however, the international game has been relatively immune until recently when both FIFA and UEFA agreed spnosrships with Betano and Bet365.
January 10 – French champions Paris Saint-Germain have announced a partnership with Austrian crypto platform Bitpanda.
January 10 – Energy drinks are one of the unquestioned drivers of sponsorship in sports, with Red Bull often leading the way. They have further cemented that reputation by joining forces with Spanish powerhouse, Atlético de Madrid, becoming the official energy drink of the club until June 2027.
January 9 – Current UEFA Champions League and La Liga holders Real Madrid are flying high in more ways than one after Emirates, the Official Main Partner of Real Madrid, revealed a special livery on one of its Boeing 777 aircraft.
January 9 – British football brand Mitre, the official ball supplier of the Emirates FA Cup & Adobe Women’s FA Cup, has introduced limited-edition winners’ balls for the first time.
January 8 – In a streaming shake-up, Disney has acquired a majority stake in FuboTV with Hulu + Live TV to combine forces in the market.