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©  D.R.
Ligue 1 McDonald’s : BYD (CHN) global automotive partner of Paris Saint-Germain (2026-2029)

BYD ("Build Your Dreams"), the Chinese electric vehicle manufacturer, has become the official automotive partner of Paris Saint-Germain (Ligue 1 McDonald's) for three seasons (2026-2029), the club announced on 16 July 2026. The collaboration encompasses global marketing campaigns, content…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Clubs, Sponsors - Partners, …
• Article # 448480
• Published on 16/07/26 at 18:15
©  Tennis Australia
Tennis Australia: Sportfive appointed as lead agency partner for the Australian Open in Italy and Europe

Sportfive has been appointed "lead agency partner" for Tennis Australia and the Australian Open Tennis Championships (Grand Slam) across the Italian and European markets, the international sports marketing agency announced on 13 July 2026. Sportfive’s mission is to translate "brand ambition into…
Domain(s): Sponsors & Partners
• Category(ies): Agencies, Federations, International authorities, …
• Article # 448411
• Published on 16/07/26 at 14:45
©  US Lecce
Serie A Enilive / US Lecce: adidas to replace M908, the club’s own equipment supplier, from 2026-27

adidas has become the official equipment supplier of US Lecce (Serie A Enilive) as part of a "multi-year partnership" from the 2026-27 season, the club announced on 14 July 2026. The German brand succeeds M908, the kit brand created and owned by the Italian club, which had been supplying its…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Marketing - Communication, …
• Article # 448384
• Published on 16/07/26 at 11:00
©  Aston Villa FC
Aston Villa FC: Visit Rwanda (tourism) succeeds Betano (betting) as main shirt sponsor from 2026-27

The Rwanda Development Board, the government agency in charge of the African country's international investments, has become the main shirt sponsor, the "official tourism partner" and "official coffee provider" to Aston Villa FC (Premier League) from the 2026-27 season, the club announced on 14…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Clubs, Geopolitics, …
• Article # 448330
• Published on 15/07/26 at 17:05
©  FC Inter Milan
Serie A Enilive: Acqua Fiuggi (mineral water) becomes official partner of FC Inter Milan from 2026-27

Acqua Fiuggi, an Italian mineral water brand sourced from the town of Fiuggi (Lazio), has become an official partner of FC Inter Milan (Serie A Enilive) from the 2026-27 season, the club announced on 13 July 2026. The Italian brand has acquired the status of the club’s Official Water Partner…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 448147
• Published on 13/07/26 at 15:00
©  Juventus FC
Juventus FC: Cygames (video games) extends as back shirt sponsor for one season (2026-27)

Cygames, a Japanese video game publisher owned by CyberAgent Group, has extended as back shirt sponsor of Juventus FC (Serie A Enilive) for one additional season (2026-27), the club announced on 11 July 2026. Cygames continues to benefit from the status of official partner, the third tier in…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 448060
• Published on 13/07/26 at 10:00
©  News Tank
Weekly News Extra (6 to 10 July 2026)

• FIFA surpassed the 50 million attendance mark at FIFA World Cup matches since the inaugural tournament in 1930 during the Spain - Portugal match (1-0) on 6 July 2026. • Paris Saint-Germain (Ligue 1 McDonald's) has announced a 67% increase in sales of its new 2026-27 away kit compared to the…
Domain(s): Clubs, Public Authorities & Regulations, Sponsors & Partners, Media
• Category(ies): Essentials Clubs, Essentials Public Authorities & Regulations, Essentials Media, …
• Article # 448031
• Published on 10/07/26 at 18:30
©  AFC Bournemouth
Deal Tracker: AFC Bournemouth, RC Lens, AS Monaco… the latest sponsorship deals in football

• Chinese car manufacturer Chery has become the official automotive partner of AFC Bournemouth (Premier League) for three seasons (2026-2029). • Simplicicar, a used car sales platform, has become a premium partner and the shorts sponsor of AS Monaco FC (Ligue 1 McDonald’s) for the 2026-27…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Authorities, …
• Article # 448028
• Published on 10/07/26 at 17:10
©  D.R.
Populous: “European and US stadiums have inspired each other for the past 10 years” (François Clément)

"For around the past decade, we have observed a transfer of American stadium models to Europe. Clubs are seeking to increase revenues generated before, during and after matches, leading to the development of more hospitality and leisure spaces. At the same time, the reverse trend is also taking…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Agencies, Clubs, …
• Article # 447990
• Published on 10/07/26 at 16:30
©  Everton
Premier League: Christopher Ward becomes Everton FC’s first-ever training kit sponsor from 2026-27

Christopher Ward, a British luxury watch retailer, has become the first training wear sponsor in Everton FC’s history (Premier League) from the 2026-27 season under a "multi-year agreement," the club announced on 9 July 2026. The British company will now feature on the front of all men’s and…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 447893
• Published on 10/07/26 at 09:00