July 17 – Tottenham Hotspur have announced a global brand partnership with crypto platform Kraken, which will become the club’s first Official Crypto and Web3 Partner, and the Official Sleeve Partner for its Men’s and Women’s teams ahead of the 2024/25 season.
June 28 – The Argentine Football Association (AFA) have added 14 years to their Adidas partnership, taking a relationship that was formalised in 2001 through to 2038.
June 27 – Premier League Wolverhampton Wanderers have stepped away from the traditional big name kit suppliers to do what they say is a “landmark deal” with sportswear brand SUDU.
June 26 – Eintracht Frankfurt has ended their kit deal with Nike, switching to adidas in an initial five-year partnership starting with the 2025/26 season onwards.
June 21 – Champions League-bound Aston Villa have extended their partnership with SeatGeek, which will see them remain the Birmingham club’s Official Primary Ticketing Partner for both men’s and women’s teams.
June 9 – Comic-turned-TV brand Marvel is teaming up with the Canadian Super League (CPL) for a series of Marvel Super Hero Days during the 2024 regular season.
May 22 – Derbystar have released the official match ball for Bundesliga and Bundesliga 2 ahead of the 2024/25 season.
May 9 – Fanatics Collectibles will take over from Panini as the Premier League’s exclusive provider of trading cards, trading card games and stickers from June 2025.
May 2 – Liverpool have unveiled their home kit for the 2024/25 season, the first in the Premier League ahead of the 2024/25 season, as the team continues to struggle domestically in a limp end to an otherwise encouraging season.
April 29 – Premier League Liverpool have signed their first-ever retail partnership in South Korea as the club looks to expand its global profile.
April 12 – Premier League bounceback hopefuls Southampton have signed a four-year kit deal with Puma, which will see the sportswear brand become the Saints official kit supplier from the start of the 2024/25 season.
April 11 – The English Football League (EFL) has inked a new multi-year partnership with EA Sports FC, solidifying its status as an Official Partner and Official Licensee of the EFL.
March 28 – Online retail marketplace AliExpress, part of China’s e-commerce giant Alibaba Group, has been unveiled as an official partner of Euro 2024.
March 26 – Designer brands are elbowing their way into touchline fashion as Real Madrid and Manchester City pen new designer deals to keep the football world in style ahead of their quarter final clash in April.
March 26 – The Turkish Football Federation (TFF) has signed an exclusive four-year retail partnership with 11teamsports Group.