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©  Boss
Deal Tracker: Liverpool, US Soccer, UEFA, Inter Milan… the latest sponsorship deals in football

• Alibaba Group, a Chinese e-commerce company, has become a strategic partner of UEFA and will be an official sponsor of men's club competitions for the 2027-2033 cycle (six seasons), as well as a global sponsor of Euro 2028. • Socios.com, a blockchain and cryptocurrency platform owned by…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Authorities, …
• Article # 442778
• Published on 29/05/26 at 16:31
©  Pascale Venot
2026 World Cup: DoorDash, official supporter, launches its first-ever international brand campaign

DoorDash, an American meal delivery service, is activating its partnership with FIFA for the 2026 World Cup and unveiling “Deliver Us To Fútbol”, its first-ever international campaign highlighting its umbrella brand and its subsidiaries Deliveroo and Wolf, on 29 May 2026. This campaign is being…
Domain(s): Sponsors & Partners
• Category(ies): International authorities, Sponsors - Partners, Activation, …
• Article # 442705
• Published on 29/05/26 at 13:00
©  D.R.
New Balance: James Frapwell (ex-Clarks) appointed head of marketing, global football

James Frapwell has been appointed head of marketing, global football at American sportswear company New Balance, he announced on LinkedIn on 28 May 2026. The British executive joins the manufacturer after 13 years with English footwear company Clarks. Across European Top 5, New Balance is the…
Domain(s): Sponsors & Partners
• Category(ies): Sporting Goods & Brands, Sponsors - Partners, Marketing - Communication
• Article # 442655
• Published on 29/05/26 at 10:00
©  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