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.
Partnerships
Nike renew Brazil kit contract to 2038 with $100m+ annual deal
December 10 – In 1996 the Brazilian Football Federation (CBF) and Nike teamed up for a partnership worth a reported $35 million per year. On Friday a new deal was announced, and times have changed!
Barca connect with NEVG to launch Barça Mobile and deepen fan engagement globally
November 25 – FC Barcelona have signed a five-year deal with the New Era Visionary Group (NEVG), who will become the club’s Official Telecom Operator from January 2025 through December 2030.
Adidas touch down with Juve and All Blacks for new collaboration
November 25 – Two teams that know a little something about winning, Italian giants, Juventus, and the all-conquering All Blacks from New Zealand, are teaming up with sportswear giant, Adidas to merge the worlds of football, rugby, and fashion.
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).
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.