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’.
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.
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.
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.
September 18 – Mitre has teamed up with Hasbro once again for a limited-edition release of the iconic Subbuteo tabletop football game.
September 18 – The Italian top-flight Serie A and crypto company Socios have renewed their partnership in a three-year deal.
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.
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.
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.
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.
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.
September 4 – Inter Milan are taking a step into the increasingly competitive US market with the launch of an academy in Orange County, California.
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.
August 21 – The English FA have announced a long-term renewal with Fanatics, expanding the retail, eCommerce and merchandising partnership the FA already holds with the global digital sports platform.
August 12 – A week on from lifting FC Barcelona out of LaLiga financial fair play danger, US catering giant Aramark has secured a partnership with Premier League Everton, becoming the Official Culinary Experience Partner for Everton’s new stadium in the Bramley-Moore dock area of Liverpool.