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©  RC Lens
Ligue 1 McDonald’s: Auchan (retail) extends as RC Lens main shirt sponsor for five seasons (2026-2031)

Auchan, a French retail company, has extended as RC Lens (Ligue 1 McDonald's) main shirt sponsor for five additional seasons (2026-2031), the club announced on 28 May 2026. The extension was negotiated by Sportfive. The company, headquartered in Villeneuve-d’Ascq, around 40 kilometres from…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 442626
• Published on 28/05/26 at 18:12
©  France Football / UEFA
Ballon d’Or: 70th ceremony to be staged in London for the first time on 26 October 2026

The 70th Ballon d’Or ceremony, co-organised by France Football (Amaury Group) and UEFA, will take place in London (England) for the first time on Monday 26 October 2026, the organisers announced on 28 May 2026. The decision was made as a tribute to England international Stanley Matthews, the…
Domain(s): Public Authorities & Regulations, Sponsors & Partners
• Category(ies): Essentials Public Authorities & Regulations, Essentials Sponsors & Partners, International authorities, …
• Article # 442591
• Published on 28/05/26 at 16:00
©  DFB
Germany/DFB: partnership with Targobank extended to the men’s national teams (2026-2030)

The German bank Targobank has extended its agreement as an official partner of the Deutscher Fussball Bund for four additional seasons (2026-2030), the federation announced on 28 May 2026. The company, owned by Crédit Mutuel and already a partner of the federation as the official bank of the…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Federations, Sponsors - Partners, …
• Article # 442576
• Published on 28/05/26 at 15:00
©  Boss
US Soccer: Boss (clothing) official partner of the men’s national team at the 2026 World Cup

Boss, a brand of the German clothing and fashion group Hugo Boss, has become an official partner of US Soccer and the official businesswear attire provider of the men’s national team ahead of the 2026 World Cup, both parties announced on 27 May 2026. Under this agreement, the team’s players and…
Domain(s): Sponsors & Partners
• Category(ies): Federations, Sponsors - Partners, Marketing - Communication, …
• Article # 442510
• Published on 28/05/26 at 12:00
©  Liverpool FC
Liverpool FC: partnership extended with Wasabi (cloud) to optimise content strategy using AI

Wasabi Technologies, an American cloud services provider, has extended as official partner (2nd level) of Liverpool FC (Premier League) beyond the 2025-26 season, the club announced on 27 May 2026. Wasabi first entered into a partnership with the English club on 23 February 2022. As part of…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 442484
• Published on 28/05/26 at 11:00
©  FC Inter Milan
FC Inter Milan: partnership with Socios.com (crypto) extended with a focus on the $INTER fan token

Socios.com, a blockchain and cryptocurrency platform owned by Maltese companies Chiliz and Mediarex Sports & Entertainment, has extended as “global fan token partner” of FC Inter Milan (Serie A Enilive) beyond the 2025-26 season, the club announced on 27 May 2026. The company has been partnered…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Clubs, Sponsors - Partners, …
• Article # 442428
• Published on 27/05/26 at 18:00
©  RFEF
Spain/RFEF: Loewe (LVMH) official tailor of the national teams until the 2030 World Cup

Loewe, a Spanish clothing brand belonging to the LVMH group, has become an official partner of the Spanish national teams (men's and women's) for four years, from the 2026 World Cup to the 2030 edition (co-hosted by Spain with Morocco and Portugal), the Real Federacion Espanola de Futbol announced…
Domain(s): Sponsors & Partners
• Category(ies): Federations, Sponsors - Partners, Marketing - Communication, …
• Article # 442389
• Published on 27/05/26 at 16:00
©  OM
Olympique de Marseille: “L’Équipementerie”, a pop-up venue created with Puma to unveil the 2026-27 shirt

Olympique de Marseille (Ligue 1 McDonald's) and its equipment supplier Puma will open the pop-up venue “L’Équipementerie” in Marseille on 29-30 May, where the club’s 2026-27 home kit will be unveiled, the club announced on 26 May 2026. "Designed as a genuine Marseille-style artisan dry…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Sponsors - Partners, …
• Article # 442372
• Published on 27/05/26 at 14:00
©  DFB/Ergo
Germany: Ergo (insurance) extends as official partner of the DFB for four seasons (2026-2030)

Ergo, a German insurance company, has extended its partnership as an official partner of the Deutscher Fussball Bund for four seasons (2026-2030), the German Football Federation announced on 26 May 2026. The brand remains at the second level of the DFB’s sponsorship hierarchy and retains its…
Domain(s): Sponsors & Partners
• Category(ies): Federations, Sponsors - Partners, Marketing - Communication, …
• Article # 442300
• Published on 27/05/26 at 12:00
©  D.R.
Puma: Dennis Schröder (ex-Snipes and Nike) appointed managing director Europe from 17 August 2026

Dennis Schröder has been appointed managing director Europe at Puma, the German sportswear company announced on 21 May 2026. He will take up his position on 17 August 2026 and will succeed Javier Ortega, who had been in the role since September 2023 (and had been with Puma since 2009)…
Domain(s): Sponsors & Partners
• Category(ies): Sporting Goods & Brands, Governance
• Article # 442121
• Published on 26/05/26 at 14:00