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©  Lay's
2026 World Cup: Lay’s activates FIFA partnership with 40 flavours inspired by participating countries

Lay's has activated its partnership with FIFA and launched 40 limited‑edition potato chip flavours inspired by the countries of the teams competing in the 2026 World Cup, the PepsiCo brand announced on 21/04/2026. "70% of Americans say they bring Lay's when gathering to watch a big game or…
Domain(s): Sponsors & Partners
• Category(ies): International authorities, Sponsors - Partners, Activation, …
• Article # 439315
• Published on 27/04/26 at 17:00
©  adidas
TCS London Marathon 2026: Kenyan Sabastian Sawe breaks two-hour barrier (1h59’30), adidas highlighted

adidas celebrates the records set at the TCS London Marathon 2026 (GBR) by athletes competing in the German brand’s shoes, starting with Kenyan Sabastian Sawe, who won the race by setting a new world record over 42.195 kilometres in 1 hour 59 minutes and 30 seconds on 26/04/2026. The previous…
Domain(s): Sponsors & Partners
• Category(ies): Sporting Goods & Brands, Activation, Marketing - Communication
• Article # 439279
• Published on 27/04/26 at 15:00
©  News Tank
Weekly News Extra (20-24/04/2026)

• FIFA puts new tickets for the 2026 World Cup on sale on 22/04 as part of the last-minute sales phase, with tickets available for all 104 matches on a "first-come, first-served" basis. • Club Atletico Osasuna (LALIGA EA Sports) posted a net profit of €581,746 as of 31/12/2025 (first half of…
Domain(s): Clubs, Public Authorities & Regulations, Sponsors & Partners, Media
• Category(ies): Essentials Clubs, Essentials Public Authorities & Regulations, Essentials Media, …
• Article # 439129
• Published on 24/04/26 at 18:00
©  FC Barcelona
LALIGA EA Sports: WhiteBit (crypto) extends as official partner of FC Barcelona until 2029-30

WhiteBit, a Ukrainian cryptocurrency trading platform, has extended as official partner (2nd level) of FC Barcelona (LALIGA EA Sports) until the 2029-30 season, the club announced on 24/04/2026. The agreement covers the men's team, women's team (Liga F Moeve), basketball section (Liga ACB) and the…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 439172
• Published on 24/04/26 at 17:00
©  Toulouse FC
Ligue 1 McDonald's: Corpay (payment solutions) official supplier of Toulouse FC from 2025-26

Corpay, an American payment solutions company, has become an official supplier of Toulouse FC (Ligue 1 McDonald's) for several seasons from 2025-26, the club announced on 23/04/2026. The American group ranks third in the French club's sponsorship hierarchy, alongside McDonald’s (fast food) and…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 439137
• Published on 24/04/26 at 14:30
©  Sheffield United FC
Deal Tracker: Sheffield United, AFC, Schalke 04… the latest sponsorship deals in football

• adidas is to become the official equipment supplier of Sheffield United FC (Sky Bet Championship) from the 2026-27 season, taking over from the Italian group Erreà. • Aspetar, a Qatari hospital specialising in sports medicine and a sponsor of Paris Saint-Germain (Ligue 1 McDonald's), has…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Authorities, …
• Article # 439089
• Published on 24/04/26 at 12:00
©  Sunderland AFC
Premier League: Hummel extends as equipment supplier of Sunderland AFC beyond the 2025-26 season

Hummel as extended as equipment supplier of Sunderland AFC (Premier League) under a multi-year agreement from the 2026-27 season, the club announced on 23/04/2026. The Danish brand initially became Sunderland's equipment supplier in 2024-25, when the club was competing in Sky Bet Championship…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Clubs, Sporting Goods & Brands, …
• Article # 438976
• Published on 23/04/26 at 16:00
©  Borussia Dortmund
Bundesliga: StarGames (online casino) extends as premium partner of Borussia Dortmund until 2028-29

StarGames, an online casino platform based in Malta, has extended as premium partner of Borussia Dortmund (Bundesliga) "ahead of schedule" and until 2028-29, the German club announced on 21/04/2026. StarGames, which first partnered with the club on 05/08/2024, ranks third in the club's…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 438771
• Published on 22/04/26 at 16:00
©  DFB
Germany: after Euro 2024 and the women’s national team, Wiesenhof (meat) to sponsor the DFB-Pokal

Wiesenhof, a German brand specialised in meat and frozen products, is to become a sponsor of the DFB-Pokal (men's) and the DFB-Pokal Frauen (women's) for four seasons (2026-2030), the Deutscher Fussball Bund announced on 21/04/2026. The group thus joins the ranks of official partners of the two…
Domain(s): Sponsors & Partners
• Category(ies): Authorities, Sponsors - Partners, Marketing - Communication, …
• Article # 438764
• Published on 22/04/26 at 12:00
©  LOSC Lille
LOSC Lille: New Balance, the club's equipment supplier since 2016-17, extends contract beyond 2025-26

New Balance has extended as official equipment supplier of LOSC Lille (Ligue 1 McDonald's) beyond the 2025-26 season and "for many more years to come," the French club announced on 21/04/2026. This extension brings the partnership to over ten years, as New Balance has been a partner of LOSC…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Sponsors - Partners, …
• Article # 438682
• Published on 22/04/26 at 10:00