Ajax to fuel TinQEnergie brand expansion
February 9 – Ajax has added a new commercial partner to its roster after confirming a multi-year agreement with TinQEnergie, who will be the club’s Official Energy Partner until at least 2028.
Sponsorship
Man City secure multi-year Lucozade sponsorship
February 4 – Manchester City have confirmed a new multi-year deal with the UK’s best-known sports drink brand, Lucozade. From matchdays to training sessions, and across the men’s, women’s, and academy setups, player bottles, ice coolers, and training spaces will now be branded.
Coca-Cola agrees league and FA deal in Northern Ireland
February 4 – The Coca-Cola Company has doubled up in Northern Ireland with partnerships with both the Irish Football Association (IFA) and the Northern Ireland Football League (NIFL), in a deal spanning both the national and domestic games.
Bulgaria’s Botev Plovdiv ink long-term partnership with sportswear band Macron
February 3 – Bulgaria’s Botev Plovdiv have announced the signing of a new long-term partnership agreement with the renowned Italian sportswear brand, Macron. The new deal extends a prior collaboration through the end of the 2028/29 season.
Live Nation buys naming rights to River Plate’s Monumental stadium as part of events deal
February 2 – Ticketing giant Live Nation has secured the naming rights to River Plate’s Estadio Monumental as part of a long-term commercial partnership with Argentina’s most powerful club.
Visa embraces short-form football with Kings League Brazil sponsorship
January 30 – Visa has moved deeper into football’s emerging entertainment space after agreeing a partnership with Kings League Brazil for the 2026 season, aligning the global payments brand with one of the fastest-growing properties in the seven-a-side game.
CSB builds CPL’s national media footprint with StackTV deal
January 30 – Canadian Soccer Business (CSB) has added a national media partner to its commercial portfolio after confirming a sponsorship and digital content agreement with StackTV, Corus Entertainment’s premium streaming platform, aimed at increasing the visibility of the Canadian Premier League throughout the country.
MLS embraces prediction markets with Polymarket sponsorship
January 28 – Major League Soccer (MLS) and its commercial arm Soccer United Marketing (SUM) have announced a new multi-year partnership with Polymarket, naming the platform an Official Partner of MLS and Leagues Cup and positioning it as the league’s Official and Exclusive Prediction Market Partner across its main properties, including MLS Cup, the MLS All-Star Game and Leagues Cup.
Visa signs up to sponsor FIFA Women’s Champions Cup
January 27 – Visa has been confirmed as a global sponsor of the inaugural FIFA Women’s Champions Cup, securing naming rights to individual awards just days before the new competition gets underway.
NCAA patch ruling could help U.S. college soccer thrive
January 27 – College soccer received a commercial boost this week which it is hoped will make the sport more competitive in recruiting.
Greece evokes golden era as EPO reunites with Adidas
January 27 – The Hellenic Football Federation (EPO) and Аdidas have officially entered a new era, announcing a partnership for the German brand to become the official technical partner of all Greek National Teams until 2030.
AS Roma add Saudi brand Gissah as fragrance partner
January 26 – AS Roma have added another Middle Eastern name to their commercial mix, announcing a partnership with Gulf-based fragrance brand Gissah in a deal that pushes the club further into lifestyle licensing and underlines how businesses from the region continue to find footholds in European football.
NYCFC warm to new Visit Tampa Bay deal
January 26 – Major League Soccer club, New York City FC, has announced a new tourism partnership with Visit Tampa Bay, naming the destination marketing organisation an Official Tourism Partner of the club for the 2026 MLS season.
LaLiga signs new agreement with Brazil’s SportyBet
January 22 – LaLiga has signed a new agreement with Brazil’s SportyBet as Spain’s top division continues to double down on one of its most important overseas markets.
BFU extends partnership with Vivacom
January 20 – The Bulgarian Football Union (BFU) and Vivacom, Bulgaria’s leading telecommunications company, have officially extended their strategic partnership, signing a new sponsorship agreement for an additional two years. The new contract is valid until 2027.