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©  LALIGA
LALIGA: Duracell (batteries) "official partner of added time" for three seasons (2026-2029)

Duracell, an American manufacturer of alkaline batteries, has become an official partner of LALIGA for three seasons (2026-2029), the body announced on 08/05/2026. This is the first agreement signed by the group with a football league in Europe. The brand is positioned as the "official partner…
Domain(s): Sponsors & Partners
• Category(ies): Professional leagues, Sponsors - Partners, Marketing - Communication, …
• Article # 440603
• Published on 11/05/26 at 12:00
©  News Tank
Weekly News Extra (04-07/05/2026)

• The Spanish Football Federation has launched an exchange project with US Soccer as part of the UEFA Together programme • Liverpool FC (Premier League) have revised their ticket pricing policy for the coming seasons following discussions with their Fans Advisory Board. The club will apply a 3…
Domain(s): Clubs, Public Authorities & Regulations, Sponsors & Partners, Media
• Category(ies): Essentials Clubs, Essentials Public Authorities & Regulations, Essentials Media, …
• Article # 440398
• Published on 07/05/26 at 18:00
©  UEFA
UEFA: BT Group (telecommunications) becomes first domestic partner of Euro 2028 in the UK and Ireland

British telecommunications operator BT Group has become the first domestic partner of UEFA Euro 2028, which will be held in the United Kingdom and Ireland, UEFA announced on 07/05/2026. BT Group will serve as official telecommunications partner and "will provide connectivity services at Euro…
Domain(s): Sponsors & Partners
• Category(ies): International authorities, Sponsors - Partners, Marketing - Communication, …
• Article # 440514
• Published on 07/05/26 at 17:30
©  FIFA
FIFA: Panini (trading cards), partner since 1970, to be replaced by Topps (Fanatics) from 2031

Fanatics, a manufacturer and distributor of licensed sports products, is extending its "already successful and wide-ranging commercial relationship" with FIFA to include its subsidiary Topps (part of the Fanatics Collectibles division) under an agreement that will begin in 2031, the body announced…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Federations, International authorities, …
• Article # 440495
• Published on 07/05/26 at 17:00
©  adidas
2026 World Cup: Timothée Chalamet and Bad Bunny star in adidas brand film

adidas unveiled its “Backyard Legends” brand film dedicated to the 2026 World Cup, bringing together "icons of football, music and cinema," on 07/05/2026. The five-minute short film, "that turns neighborhood lore into a global football story," features French-American actor Timothée Chalamet…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Sporting Goods & Brands, Sponsors - Partners, …
• Article # 440449
• Published on 07/05/26 at 15:00
©  AS Monaco FC
Ligue 1 McDonald's: Bang & Olufsen (audio) extends as back shirt sponsor of AS Monaco (2026-2028)

Bang & Olufsen, a Danish manufacturer of audiovisual equipment, has extended as a premium partner and back shirt sponsor of AS Monaco FC (Ligue 1 McDonald's) for an additional two seasons (2026-2028), announced the club on 07/05/2026. Bang & Olufsen will continue to benefit from premium partner…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 440452
• Published on 07/05/26 at 14:00
©  Borussia Dortmund
Deal Tracker: Borussia Dortmund, TSG Hoffenheim, AFC… the latest sponsorship deals in football

• OBO Bettermann, an electrical equipment manufacturer, has extended its partnership with Borussia Dortmund (Bundesliga) to become a premium partner (3rd level) for the 2026-2030 cycle (four seasons). • Sparkasse Kraichgau, a regional German bank, has extended its partnership with TSG 1899…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Authorities, …
• Article # 440369
• Published on 07/05/26 at 13:00
©  Panini
Panini: launch of the 2026 World Cup sticker album, the 15th dedicated to the tournament since 1970

Panini, the Italian manufacturer of collectible cards and stickers, has launched its sticker album dedicated to the 2026 World Cup on 05/05/2026. This is the 15th album dedicated to the tournament since the first edition was released for the 1970 World Cup (in Mexico). The album consists of 112…
Domain(s): Sponsors & Partners
• Category(ies): International authorities, Sponsors - Partners, Digital, …
• Article # 440326
• Published on 06/05/26 at 17:30
©  Eintracht Frankfurt
Bundesliga: Hyundai (car manufacturer) extends as strategic partner of Eintracht Frankfurt until 2028-29

South Korean car manufacturer Hyundai has extended as a strategic partner of Eintracht Frankfurt (Bundesliga) for a further three seasons (2026-2029), the club announced on 05/05/2026. Hyundai has been a partner of the German club since the 2020-21 season. The car manufacturer "will continue to…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 440135
• Published on 05/05/26 at 17:00
©  D.R.
LFP-Kipsta : "Decathlon is supporting us in our international development" (M. Maignal, LFP)

"Our partnership with Kipsta allows us to multiply our touchpoints across the domestic market. In addition, together with Decathlon, we have identified key international territories where the brand is stepping up communication and commercial efforts around the ball. The ball is already sold in…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Sporting Goods & Brands, Professional leagues, …
• Article # 440083
• Published on 05/05/26 at 14:00