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©  FIFA
FIFA: a partnership with TikTok (social network) to create content around the 2026 World Cup

FIFA has entered into a partnership with the social network TikTok, which has become its "preferred platform" for the 2026 World Cup, announced the international body on 08/01/2026. As part of this partnership, which runs until the end of 2026, TikTok will offer a "more comprehensive" coverage…
Domain(s): Sponsors & Partners, Media
• Category(ies): International authorities, Media, Sponsors - Partners, …
• Article # 425649
• Published on 08/01/26 at 17:00
©  RC Lens
RC Lens: McDonald's (fast food) extends as premium partner and shorts sponsor (2026-2029)

American fast-food chain McDonald’s has extended as a premium partner (2nd level) of RC Lens (Ligue 1 McDonald's) for an additional three seasons (2026-2029), announced the club on 07/01/2026. The group retains visibility on the shorts of the men's and women's teams (Arkema Première Ligue), on…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 425564
• Published on 08/01/26 at 14:00
©  Liverpool FC
Premier League: Tommy Hilfiger (clothing) enters into its 1st football club partnership with Liverpool FC

Tommy Hilfiger, an American clothing brand, has become an official partner of Liverpool FC (Premier League) from the 2025-26 season, announced the club on 08/01/2026. As part of this agreement, the brand will provide outfits for "the men's, women's (Barclays Women's Super League) squads and…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 425567
• Published on 08/01/26 at 13:00
©  Women's Super League Football
WSL Football: Mercedes-Benz official sponsor from 2025-26 & presenting partner of 1st ever play-off match

Mercedes-Benz, a German car manufacturer, has become an official partner of WSL Football as part of a multi-year deal from the 2025-26 season, announced the commercial company in charge of organising England's top two women's divisions on 07/01/2026. As part of this agreement, the brand will…
Domain(s): Sponsors & Partners
• Category(ies): Professional leagues, Sponsors - Partners, Marketing - Communication, …
• Article # 425466
• Published on 07/01/26 at 16:00
©  FIFA
FIFA: a series of AI-powered innovations developed with technology partner Lenovo for the 2026 World Cup

FIFA and Lenovo, a Chinese electronics group (telephones, televisions, computers), have unveiled a series of technological innovations driven by artificial intelligence (AI) designed to "enhance officiating technologies, match analysis capabilities and performance, and drive fan engagement" ahead…
Domain(s): Sponsors & Partners
• Category(ies): International authorities, Sponsors - Partners, Digital, …
• Article # 425431
• Published on 07/01/26 at 14:40
©  Olympique de Marseille
Ligue 1 McDonald's: Ebury (fintech) official supplier of Olympique de Marseille from 2025-26

Ebury, a UK fintech offering financial solutions for businesses, has become an official supplier (4th level) of Olympique de Marseille (Ligue 1 McDonald's) from the 2025-26 season, announced the club on 07/01/2026. This agreement comes as the British company is opening an office in Marseille…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 425396
• Published on 07/01/26 at 11:00
©  FIFA
FIFA: Marriott Bonvoy (hotels) official supporter of the 2026 World Cup in North America

The American hospitality group Mariott, via its loyalty programme Mariott Bonvoy, has become an official supporter of the 2026 World Cup in North America, announced FIFA on 06/01/2026. The competition is to be held in the United States, Canada and Mexico from 11/06 to 19/07/2026. As part of…
Domain(s): Sponsors & Partners
• Category(ies): International authorities, Sponsors - Partners, Marketing - Communication, …
• Article # 425370
• Published on 07/01/26 at 10:00
©  IBM
Tennis: IBM extends partnership with Wimbledon to accelerate the tournament's digital transformation

IBM, an American company specialised in software, hardware and IT services, has extended as "official AI, cloud and digital transformation partner" of Wimbledon (Grand Slam) from 2026, announced the group on 06/01/2026. A partner of the British tournament since 1990, IBM contributed to the…
Domain(s): Sponsors & Partners
• Category(ies): Event organisers, Sponsors - Partners, Digital, …
• Article # 425327
• Published on 06/01/26 at 18:00
©  D.R.
France: Paris La Défense Arena acquired by US group Live Nation Entertainment from Ovalto

Ovalto, a group founded by Jacky Lorenzetti (owner of Racing 92, which plays in Top 14), has announced the sale of Paris La Défense Arena (Nanterre, FRA) to Live Nation Entertainment, an American event production and promotion company, on 06/01/2026. Completion of the transaction is subject to…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Event organisers, Ticketing, …
• Article # 425279
• Published on 06/01/26 at 17:30
©  Liverpool FC
Liverpool FC: a partnership with Old School (clothing) to open standalone stores across South Africa

Liverpool FC (Premier League) have entered into a five-year (2025-2030) partnership with Old School, a South African apparel brand, "to launch the club's first official standalone stores on the continent," announced both parties on 06/01/2026. As part of this agreement, both partners will offer…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, International development, …
• Article # 425300
• Published on 06/01/26 at 15:40