Brave new Real Madrid World opens in Dubai
November 15 – Move over Disneyland because Real Madrid in conjunction with Dubai Parks and Resorts has just unveiled Real Madrid World (RMW).
Partnerships
Adidas and Juventus reach for the stars
November 11 – Football as fashion is becoming the norm, however Italian giants, Juventus and one of the world’s biggest apparel companies, Adidas, are taking it a step further, and adding the element of science.
Saints refuel with Hexis as they bid to turn season around
November 6 – Premier League side Southampton FC have partnered up with nutrition experts Hexis in an effort to enhance their players’ performance through ‘tailored nutrition and fuelling strategies’.
Wolves, beached in the EPL, home in on Visit Lauderdale as destination partner
October 8 – As a second hurricane barrels towards Florida, Wolverhampton Wanderers in timing that resembles their current Premier League form, have officially named ‘Visit Lauderdale’ as their destination partner for 2024/25.
Arsenal style up with Aries collection
October 3 – Arsenal has teamed up with London-based luxury streetwear brand Aries to launch a limited-edition collection featuring a range of apparel and accessories.
Bundesliga partners with Relevent to accelerate its push into US, Mexico and Concacaf markets
September 20 – Germany’s DFL Deutsche Fußball Liga is building on its US ambition with a partnership with the LaLiga joint-owned football marketing group Relevent Sports in a bid to capture a North American fanbase and money for the German league.
Mitre keeps Subbuteo ball rolling with limited-edition release and World Cup partnership
September 18 – Mitre has teamed up with Hasbro once again for a limited-edition release of the iconic Subbuteo tabletop football game.
Socios extend ball and blockchain deal with Serie A for three more years
September 18 – The Italian top-flight Serie A and crypto company Socios have renewed their partnership in a three-year deal.
Ant builds payments nest at Tottenham Hotspur
September 13 – English Premier League club Tottenham Hotspur have teamed up with Ant International, a digital payment and financial technology leader, in a three-year deal.
Has AC Milan hit a home run with Yankees fashion partnership?
September 10 – Football and baseball are set to briefly unite as Serie A side AC Milan partner up with the MLB’s New York Yankees to collaborate on a limited-edition, co-branded fashion line.
Serie A battleground for video game licensing rights as Konami and Strikerz challenge EA’s dominance
September 9 – After four years with their official licensing outside of the world’s most popular football simulation game, Roma and Napoli will rejoin the fray as part of a big win for EA Sports ahead of the release of the FC 25 title later this month.
NYCFC brings in Klutch to market founding partnerships for new 25,000 capacity stadium
September 6 – The American gem in City Football Group’s global ownership portfolio, New York City FC, have announced Klutch Sports Group as the club’s agency of record for Founding Partnerships at New York’s first football-specific stadium, slated to open in 2027.
Botev Plovdiv turns to digital agency for marketing help
August 5 – Bulgaria’s Botev Plovdiv has signed a partnership agreement with Bulgarian digital advertising agency LED Zon.
LED Zon provides a wide range of marketing and advertising opportunities with a specialism in outdoor advertising.
Inter Milan make big promise to rock Orange County with new academy
September 4 – Inter Milan are taking a step into the increasingly competitive US market with the launch of an academy in Orange County, California.
Man City and EA Sports extend 13 year partnership for a fifth term
August 27 – Manchester City and EA Sports have agreed a multi-year renewal of their partnership, first signed in 2011, and now going into its fifth term. It is a partnership that has evolved into more than just image rights over the years to embrace a pro e-sports team as well as separate content generation.