February 24 – FC Bayern Women have formally activated their new long-term partnership with Hitachi Energy, with club executives signalling that the agreement represents a step change in the commercial positioning of the women’s side.
February 24 – Manchester City have added another commercial partner to their expanding portfolio, confirming a deal with UK bedding manufacturer Silentnight as the club’s Official Sleep Partner.
February 24 – The British government has unveiled plans to ban unlicensed gambling operators from sponsoring professional sports teams, including English Premier League clubs.
The move is designed to “prevent unlicensed operators from sponsoring sports clubs, as part of wider measures to tackle illegal gambling market” and a “ban would stop illegal firms using Premier League clubs as a platform to appeal to British audience.”
February 23 – Los Angeles FC is partnering with the Seoul Metropolitan Government and the Seoul Tourism Organisation. The agreement names Seoul as an official tourism partner of Los Angeles FC.
February 23 – The Romanian Football Federation (FRF) and Penny Romania have extended their partnership through 2030. The sponsorship has been one of the most enduring in the federation’s history, with the retail giant maintaining its role as the main sponsor for all 20 Romanian national teams.
February 20 – The Turkish Football Federation (TFF) has signed a major sponsorship agreement with Fuzul, a leader in the savings-based finance sector.
February 20 – Los Angeles FC have added an unlikely-sounding name to their commercial roster, announcing a partnership with Liquid Death – the canned water brand whose marketing leans more heavy metal than hydration.
February 17 – The Turkish Football Federation (TFF) has officially announced a new two-year agreement with Sarıyer Kola, one of Turkey’s leading domestic beverage brands, designating them as the Official Supply Sponsor for the Turkish National Teams.
February 16 – Real Madrid’s Santiago Bernabéu has been identified as Europe’s most valuable stadium naming rights asset, with an annual fair market value of €21.1 million (£18.4 million), according to new analysis from The Sponsor.
February 16 – Global beverage giant Coca-Cola has become an official partner of the Croatian FA (HNS) and the Croatian national football team.
February 13 – Online bank Revolut has partnered with Manchester City as a back-of-shirt sponsor, agreeing a multi-year deal covering both men’s and women’s teams in differing capacities.
February 13 – Promotion chasing Southampton FC, who have stuttered in a stop-start season to date, might some consistent performance fizz with a new partnership agreed with Carlsberg Britvic and Pepsi MAX.
February 11 – Manchester City have signed a new multi-year partnership with Chinese car brand BYD in a deal that places the fast-growing automotive giant at the heart of the club’s matchday and training environment.
February 11 – Tottenham Hotspur’s commercial engine keeps ticking along, even as the football side heads towards another implosion, with last night’s loss to Newcastle United precipitating the firing of manager Thomas Frank.
February 10 – Brazilian club Corinthians and Chinese car manufacturer BYD have signed a one-year sponsorship deal until the end of 2026.