February 2 – Inter Milan has expanded its global academy footprint with the launch of Inter Academy Sydney and Inter Academy Adelaide, extending the Nerazzurri’s youth development and brand strategy into the Australian market.
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.
February 3 – Grup Mediapro has moved to consolidate and expand its commercial offering with the launch of Brands&Xperiences, a new division designed to bring together the group’s brand, sponsorship and advertising operations under a single roof.
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.
February 3 – David Beckham has signed an exclusive, multi-category deal with Fanatics that spans trading cards, stickers, autographed memorabilia, and personal appearances.
February 2 – Amazon is set to become the world’s biggest streaming investor in sports rights in 2026 with new analysis from Ampere finding that streaming services will spend a combined $14.2 billion on sports rights this year, up 7% on 2025.
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.
February 2 – Former England captain and five-time Premier League winner, John Terry, recently consigned more than 50 items from his personal archive to US-based Goldin Auctions, with the sale generating just over $695,000, including buyer’s premium.
January 30 – Ligue 1+, the broadcast streaming channel owned by the league, is making its boldest and perhaps its riskiest move to date after securing French rights to the entire 2026 FIFA World Cup through a deal with FIFA.
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.
January 30 – Former European Champions FC Porto have entered a strategic partnership with Major League Soccer’s, FC Cincinnati, formalising a long-term collaboration.
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.
January 30 – The BBC’s Match of the Day, the world’s longest-running football highlights show, is experiencing a shift in how audiences consume the show with traditional TV viewing down, but digital engagement up as fan demographics show a move toward on-demand and mobile platforms.
January 29 – The French Professional Football League (LFP), organiser of Ligue 1, has secured another courtroom victory over one of its broadcast partners with beIN Sports ordered to pay €14.13 million in withheld payments.
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.