February 10 – Details of the Ethiad Campus’ ecosystem expansion has been unveiled as The Medlock – a Radisson Blu hotel build into the Ethiad Stadium – unveiled its brand identity and its opening booking system.
February 10 – Brazilian club Corinthians and Chinese car manufacturer BYD have signed a one-year sponsorship deal until the end of 2026.
February 9 – Streaming giant DAZN’s increasing influence within the sports broadcasting industry has another mainstream step with the announcement that it will become Spain’s pay-television home of the World Cup in 2026.
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.
February 9 – FC Bayern Munich and Viessmann Climate Solutions have agreed an early extension to their partnership, continuing a collaboration that places sustainability and infrastructure efficiency at the centre of the club’s commercial strategy.
February 9 – Adidas has unveiled the official match ball for the 2026 UEFA Champions League final, offering a neat piece of host-city signalling ahead of the knockout rounds and a subtle reminder of where European football’s biggest night is heading.
February 6 – Canadian Soccer Business (CSB) has acquired non-exclusive Canadian broadcast rights to the National Women’s Soccer League, for its OneSoccer TV channel.
February 6 – The Bulgarian Football Union (BFU) has signed a strategic partnership agreement with ‘Sport Network’, who represent Danish sporting goods brand Select in Bulgaria.
February 5 – Avery Dennison has officially pushed into the Bundesliga market, announcing an exclusive partnership with Mainz 05 that ‘puts personalised kit front and centre of the matchday experience’
February 5 – The Indian Super League (ISL) finally has a broadcaster with Fancode picking up the rights for the 2025-26 season.
February 5 – Royal Caribbean has long been part of Miami’s DNA for decades, so it comes as no surprise that a partnership with the FIFA World Cup 2026 Miami Host Committee has been cemented.
February 5 – The battle between ITV and the BBC for viewers’ hearts, minds, and most importantly, eyes during major tournaments almost takes on more significance than what’s happening on the pitch, and this year’s World Cup will be no exception.
February 5 – Former England captain and renowned TV host Gary Lineker built a broadcasting career sitting in front of cameras with traditional media outlets, and now he is helping prove that footballers no longer need them.
February 5 – Real Madrid have spent the last seventy years conquering Europe, and now, with the launch of the Madridista Premium Unicaja Card, they’ll be embedded with the fans’ wallets as football and finances become fully entwined.
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.