New Balance to return to Serie A next season with Atalanta kit deal
January 9 – New Balance is set to re-enter top-flight Italian football after securing a multi-year kit supply deal with UEFA Europa League champions Atalanta.
Football Marketing
Argentina FA adds BGH to sponsorship roster through 2026 World Cup
January 2 – The Argentine Football Association (AFA) has announced a new regional sponsorship agreement with air conditioning company BGH, marking another strategic partnership as the national team gears up for the 2026 World Cup.
Euro 2024 tops ranking of world’s most streamed sports events in 2024, beating Paris Olympics
January 2 – UEFA’s Euro 2024 championships were the most streamed sports event in 2024, with a cumulative global audience of more than 5 billion globally, comfortably beating the 2024 Paris Olympics that was streamed by more than 3 billion.
Fox out in the cold as Netflix grab rights to 2027 and 2031 Women’s World Cups
December 23 – FIFA and Netflix have inked a deal for the exclusive rights in the US to the 2027 and 2031 Women’s World Cups, marking another significant streaming deal for a major tournament.
Elitbet mops up club sponsorships outside Bulgarian top tier
December 23 – Bulgaria’s Etar Veliko Tarnovo has signed a sponsorship agreement with the betting company Elitbet. The contract between the two parties is for two years.
Belgian Pro League agrees reduced DAZN TV deal and ponders new format discussion
December 20 – In a significant drop from the previous rights agreement, the Belgian Pro League and DAZB have signed a new five-year deal, worth €84,2 million. The reduction in broadcast fees has prompted clubs to talk about a review of the currrent league format.
Canada’s Northern Super League start-up secures hummel as kit provider
December 19 – The start-up Northern Super League, the professional women’s league that launches in 2025 with six teams, has unveiled hummel as its official kit provider.
Bundesliga uses OTT streamer OneFootball to spearhead international expansion
December 18 – The DFL Deutsche Fußball Liga is making Bundesliga live content more accessible in select international markets by expanding its ‘Bundesliga Pass’ OTT service with OneFootball to Vietnam and South Africa.
Spurs partner with Singapore’s Tiger Beer
December 18 – Tottenham Hotspur continues to remain ‘Spursy’ on the pitch, however, when it comes to marketing and partnerships, the North London club roar. In a new deal, the club has announced that Tiger Beer will be its ‘Official International Beer Partner’ in an effort to capitalise on the team’s growing presence in Asia.
Baller League raises £33m for 6v6 entertainment product
December 16 – New platforms of football continue to evolve with the latest iteration being ‘Baller League’ an innovative 6-a-side football league, which hopes to blend the ‘beautiful game’ with the energy of street culture.
San Diego FC set new franchise record for shirt sales launch
December 16 – San Diego FC, who will make their debut in Major League Soccer (MLS), next season, are already breaking records before they’ve even stepped foot on the pitch.
Subway takes naming rights to Women’s League Cup
December 15 – Fast food giant Subway has signed a multi-year agreement with Women’s Professional Leagues Limited (WPLL), making it the new title partner of the Women’s League Cup.
Kelly Cates transfers from Sky to lead the line at the BBC
December 16 – The identity of the presenter to replace the beloved Gary Lineker on the BBC’s flagship show, Match of the Day is Kelly Cates who will be leaving her current role at Sky Sports.
TOGG parks logo on Bursaspor shorts
December 16 – Turkey’s Bursaspor has signed a sponsorship deal with local car manufacturer TOGG that will see its logo placed on Bursaspor’s team shorts and one of the stands at the Centennial Atatürk Stadium will be renamed.
Lidl adds to its UEFA deals, becoming partner of Women’s Euro 2025
December 13 – UEFA has announced Lidl as an Official Partner for UEFA Women’s Euro 2025, the largest women’s Euro in history, set to take place in Switzerland across eight host cities in July 2025.