February 27 – Manchester City have signed a two-year regional partnership with BIG Cola, naming the soft drink brand as their Official Carbonated Soft Drink Partner in Thailand and Indonesia.
February 26 – Match-worn shirts are fast becoming a micro-industry generating millions of pounds, however, it’s not always guaranteed that the shirt was actually worn in a game by the player in question until today.
February 26 – Youth talent development and global scouting are key weapons in the arsenal of clubs looking to get an edge, and that’s one of the reasons FC Bayern Munich have just released @fcbayernpathway.
February 25 – The English Premier League has severed its four-year deal with Fox Sports México following the broadcaster’s failure to make payments for this season.
February 25 – Dutch champions PSV Eindhoven have announced a strategic partnership with global sports agency Wasserman, aimed at enhancing the club’s commercial operations.
February 25 – Club América are taking a trip down memory lane as they reunite with Adidas in a multi-year partnership set to begin in the 2026 season.
February 24 – UEFA has locked in its final secondary sponsor for the Champions League, with Chinese e-commerce powerhouse JD.com joining EA Sports, Oppo, and Topps in the ‘Global Enhanced Product / Service Partner’ tier.
February 23 – Following in the footsteps of ‘Welcome to Wrexham’ and F1’s ‘Drive to Survive’, Apple TV+ in conjunction with the league and production company Box to Box has released ‘Onside: Major League Soccer’.
February 24 – Inter Miami CF is rapidly becoming the ‘IT’ club in Major League Soccer (MLS) attracting a host of sponsors, and that looks set to continue as the club has just announced the renewal of 10 key partners.
February 24 – Premier League West Ham United, are increasingly looking to USA shores to increase their fanbase. The latest venture sees the Hammers hold their first-ever, fan engagement event in Utah in collaboration with Essex Montage, the club’s Official U. S. Residential Mortgage Lender.
February 21 – Manchester City have struck a multi-year partnership with digital consultancy Publicis Sapient, naming the firm as its official digital business transformation partner in a move aimed at modernising the club’s digital ecosystem.
February 21 – Sports broadcaster DAZN can’t keep itself out of the news in one way or another. Hot on the heels of agreeing to a billion-dollar investment from the Saudi Public Investment Fund, they are now embroiled in a row with Ligue de Football Professionnel (LFP).
February 20 – Coca-Cola has confirmed it will replace BodyArmor with Powerade as the official sports drink of Major League Soccer (MLS) and U.S. Soccer. The beverage giant, a long-standing partner of football’s biggest tournaments, is backing Powerade’s resurgence to attract younger consumers while aiming to wrestle back market share from Gatorade.
Wednesday 19 – Online bookmaker Stake.com, who are the short sponsors of Everton but have been banned in the UK, have turned their attention to South America and announced a front-of-shirt sponsorship with Chilean Primera División side, Club Deportivo Ñublense.
February 18 – The rumours surrounding the Saudi Arabian investment in DAZN can now be confirmed as fact, after SURJ Sports Investment agreed to buy a minority stake in the sports broadcaster.
SURJ Sports Investment is part of the Saudi fund known as PIF (Public Investment Fund) and was launched in 2023. It will work with DAZN to create DAZN MENA (Middle East and North Africa).