May 17 – The USL Super League have announced a new long-term, league wide uniform and apparel partnership with Capelli Sport, as the league expands its portfolio of brand partners as it establishes itself as tier one women’s professional league in the US.
May 15 – Jude Bellingham has partnered with Lucozade on a multi-year deal which will see the Real Madrid star become the face of a new multi-million pound ‘Bring the Energy’ TV campaign.
May 15 – Kaizen Gaming brand Betano has become the title sponsor and exclusive betting partner of the Argentina Football Association’s (AFA) Liga Profesional de Fútbol.
May 14 – Brazilian club Vasco da Gama has signed a new main sponsorship with Flutter Entertainment online betting brand Betfair.
May 14 – Football fans are the most loyal consumers a brand can have, according to research by data marketing specialists SAP Emarsys.
May 13 – GolTV, the pay-television broadcaster that holds domestic rights to Ecuador’s top-tier Serie A, faces losing its lucrative contract as a 15-day countdown begins for them to pay clubs outstanding rights fees.
May 10 – The Scottish Professional Football League (SPFL) is near to closing a new title sponsorship with bookmakers William Hill once online car retailer cinch’s contract runs out at the end of this season.
May 9 – VfB Stuttgart will play their pre-season in Japan as the latest German club to take part in the Bundesliga Japan Tour series jointly organised between the DFL Deutsche Fußball Liga and SKY PerfecTV! – the broadcast partner of the Bundesliga in Japan.
May 9 – Fanatics Collectibles will take over from Panini as the Premier League’s exclusive provider of trading cards, trading card games and stickers from June 2025.
May 9 – With Lionel Messi back on the pitch and Inter Miami sitting top of the MLS and hammering in goals at more than double the rate of their nearest rival, the club have upgraded their sponsorship roster with a blue chip marketing partner.
May 8 – Striker Darwin Nunez has responded to his online critics by deleting all Instagram evidence of his Liverpool career, thrusting his future into doubt as the transfer window looms.
May 7 – AC Milan have unveiled online casino platform TG.Casino as the club’s Official Regional iGaming Partner in Europe.
May 3 – The French Football Federation (FFF) has now announced that Nike will be its official equipment supplier for the period of the 2026/2027 to 2033/34 seasons as part of a mammoth contract extension, growing the partnership to 23 years in total with the possibility of extending further in the future.
May 3 – The rapidly-growing artificial intelligence industry is making its mark on the scouting and recruitment of the next generation of young footballers. British startup ai.io is emerging as one of the leaders in a sector that it hopes will revolutionise talent identification.
May 3 – From Pep to Pepsi: Pepsi Max has unveiled Jack Grealish as its latest global brand ambassador.