Romanian Football Federation pens 5 to go sponsorship agreement
March 11 – The Romanian Football Federation (FRF) has signed a new sponsorship agreement with official partner 5 to go which will run until 2031.
Football Marketing
Adidas return to Liverpool to replace Nike as club’s kit partner
March 10 – Premier League Liverpool have secured a major commercial boost by reuniting with Adidas in a kit deal reportedly worth at least £60 million per year.
NWSL teams with Amazon Prime to launch ‘For the Win’ docu-series
March 10 – Following in the steps of ‘All or Nothing’, Amazon Prime has just released ‘For the Win: NWSL’, the first docuseries devoted to the National Women’s Soccer League, and the story of the 2024 play-offs.
Toyota aim to drive Canadian women’s game with Northern Super League sponsorship
March 7 – Toyota Canada has joined forces with the Northern Super League (NSL) as its exclusive automotive partner, taking a huge step in supporting the growth of women’s soccer in the region.
Ghana FA renews sponsorship with Decathlon to develop the game from grassroots to elite
March 7 – The Ghana Football Association (GFA) has renewed its partnership with Decathlon Ghana, reaffirming a collaboration that has been a steady pillar of support for football development in the country over the past four years.
Manchester City confirm hotel plans with Radisson at Etihad Campus
March 6 – Manchester City have announced a partnership with Radisson Hotel Group to develop a new 401-room hotel at the Etihad Campus, set to open in late 2026.
Lyca Mobile dials into local West Ham Hotspots with extended sponsorship
March 5 – West Ham United players are trading football boots for forks in a new content series, Hotspots, created in tandem with longstanding parter Lyca Mobile. The series takes Hammers players off the pitch and into London’s hidden culinary gems, showcasing the city’s diverse cultures while celebrating the club’s deep ties to the East End.
Food delivery giant Keeta becomes Global Supporter of AFC Asian Qualifiers
March 4 – The Asian Football Confederation (AFC) World Cup qualifying competition has gained a new backer, with food delivery giant Keeta signing on as an Official Global Supporter.
Turkish national teams boosted by two-year domestic sponsorship deal
March 4 – The Turkish Football Federation (TFF) has signed a deal with local company Zeno Grup Optik (ZGO), which will see Reacher, an eyewear brand under the ZGO umbrella, become the official supply sponsor of the TFF’s national teams for two years.
Al Ahly make European sponsorship breakthrough with Red Bull partnership
March 4 – Although Al Ahly SC consistently top the charts in Egypt and throughout the African region – as demonstrated by their 44 Egyptian Premier League and 12 CAF Champions League titles – European sponsorship has been challenging to attract, until now.
Coca-Cola hydrates its soccer game and adds Canada fledgling Northern Super League to roster
February 28 – The Northern Super League (NSL) has landed a major sponsorship deal with Coca-Cola ahead of its inaugural season in April 2025. The partnership will see Smartwater and Powerade become the league’s Official Hydration Partners, while Coca-Cola takes on the role of Official Soft Drink Partner.
Saudi Pro League targets Gen-Z fans globally with launch of Yalla SPL show
February 28 – The Saudi Pro League (SPL) is making another push for international relevance, this time through digital content aimed at younger audiences. Footballco has teamed up with the SPL to launch Yalla SPL, an English-language YouTube show designed to bring the league’s “best goals, moments, and stories” to Gen-Z fans worldwide.
Crime does pay. Pirates are robbing broadcasters’ revenues unchallenged, says conference panel
February 28 – Piracy used to be a problem relegated to the seven-seas, however in the 21st century, the piracy crisis is fought in the airwaves.
DAZN’s, Head of Global rights, Tom Burrows, speaking at The Financial Times’ Business of Football Summit on Wednesday, said piracy is a huge problem for the broadcaster.
Galatasary becomes third European sponsored club for Hong Kong’s Dreame Technology
February 28 – Turkey’s Galatasaray has signed a sponsorship agreement with smart home appliances brand, Dreame Technology. With the signing of the agreement, the company continues its expansion into the European football market. Galatasaray becomes the third club in Europe to sign a partnership agreement with Dreame Technology after Inter Milan and Borussia Dortmund.
New York Red Bulls confirm partnership with Evolv Technology
February 27 – The New York Red Bulls have announced a new partnership with Evolv Technology, naming the AI-based security company as the Official Fan Screening Partner of Sports Illustrated Stadium.