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©  Puma
Olympique de Marseille: fans invited to design the 2027-28 Puma third kit using an AI platform

Olympique de Marseille (Ligue 1 McDonald's) and its German equipment supplier Puma have launched an AI platform for fans to create the 2027-28 third kit, announced the two parties on 23/01/2026. Fans must use a short text prompt and customisation tools to create a kit on the platform, named…
Domain(s): Clubs, Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Activation, …
• Article # 427581
• Published on 23/01/26 at 11:00
©  FIFA
FIFA: Kynisca, Michele Kang's multi-team company, presenting partner of the first Women's Champions Cup

Kynisca Sports International Ltd, a company founded by American businesswoman Michele Kang, has become the presenting partner of the inaugural edition of the FIFA Women's Champions Cup, announced the international federation on 22/01/2026. The new competition, with the 2026 final phase…
Domain(s): Sponsors & Partners
• Category(ies): International authorities, Sponsors - Partners, Marketing - Communication, …
• Article # 427521
• Published on 22/01/26 at 17:15
©  Real Madrid CF
Deloitte Money League 2026: Real, Barça and Bayern top in terms of commercial revenue, PSG in 6th place

Real Madrid CF (LALIGA EA Sports) is the club that generated the most commercial revenue (sponsorship, merchandising and other commercial operations) in 2024-25, with a total of €594m, according to the Football Money League 2026 figures, published by the UK branch of the audit and consultancy firm…
Domain(s): Clubs, Sponsors & Partners
• Category(ies): Essentials Clubs, Essentials Sponsors & Partners, Clubs, …
• Article # 427459
• Published on 22/01/26 at 13:30
©  World Rugby
World Rugby: Macron extends as match officials kit supplier for four years (2026-2029)

Macron has extended its partnership with World Rugby and will remain the official sports apparel supplier of Rugby World Cup tournaments (men's and women's) as well as the match officials kit supplier for the body's competitions, announced the international federation on 21/01/2026. This extended…
Domain(s): Sponsors & Partners
• Category(ies): Sporting Goods & Brands, International authorities, Sponsors - Partners, …
• Article # 427353
• Published on 22/01/26 at 09:00
©  Sky
United Kingdom: Sky official partner of the Olympic and Paralympic teams until the LA 2028 Games

Sky has become an official partner of the British Olympic (Team GB) and Paralympic (ParalympicsGB) teams from the Milan-Cortina 2026 Games until the Los Angeles 2028 Games, announced the pay-TV operator on 21/01/2026. "Sky will play a central role in connecting audiences across the UK to the…
Domain(s): Sponsors & Partners, Media
• Category(ies): Authorities, Media, Marketing - Communication, …
• Article # 427346
• Published on 21/01/26 at 18:00
©  Nike
Nike: Cesar Garcia appointed vice president & general manager for the EMEA region from 02/02/2026

Cesar Garcia has been appointed vice president and general manager of Nike for the EMEA region, effective from 02/02, announced the American equipment manufacturer on 20/01/2026. The Spaniard will succeed Carl Grebert, who had been holding this position since September 2020. Cesar Garcia was…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Sporting Goods & Brands, Sponsors - Partners, …
• Article # 427321
• Published on 21/01/26 at 16:00
©  D.R.
World Sevens Football: Claire Bloomfield (ex-EFC) appointed chief of football affairs & governance

Claire Bloomfield (GBR) has been appointed chief of football affairs & governance at World Sevens Football, an entity which organises a women's 7-a-side football competition, she announced on LinkedIn on 21/01/2026. "It’s exciting to see a new property entering women’s football with a genuine…
Domain(s): Public Authorities & Regulations, Sponsors & Partners
• Category(ies): International authorities, Event organisers, Governance, …
• Article # 427264
• Published on 21/01/26 at 13:00
©  McLaren Racing
Formula 1: Puma replaces Castore as McLaren Mastercard F1 Team’s equipment supplier from 2026

Puma has become the official ”team kit and apparel partner” of the McLaren Mastercard F1 Team from the 2026 season, announced the team on 20/01/2026. The multi-year partnership, concluded at McLaren Racing group level, covers the entirety of the British group’s activities: the McLaren…
Domain(s): Sponsors & Partners
• Category(ies): Sporting Goods & Brands, Rights Acquisitions, Marketing - Communication, …
• Article # 427232
• Published on 21/01/26 at 12:00
©  D.R.
RCD Mallorca: "Showing brands the benefits of naming a stadium in the Balearic Islands" (A. Diaz, CEO)

"Like many LALIGA clubs, one of our main challenges is to find a stadium naming rights partner for the Estadi Mallorca Son Moix (25,736 capacity, Palma). We are working to identify the best opportunity and to demonstrate to international brands the value of being associated with such an asset in…
Domain(s): Clubs, Sponsors & Partners
• Category(ies): Essentials Clubs, Essentials Sponsors & Partners, Clubs, …
• Article # 427141
• Published on 20/01/26 at 18:00
©  DFL
Germany/DFL: an activation with Topps to mark the professional debuts of home-grown players

The Deutsche Fußball Liga and its official partner Topps (trading cards) have deployed an initiative to honour home-grown players who made their professional debuts (in Bundesliga and 2.Bundesliga) during the first half of the 2025-26 season, announced the German league on 16/01/2026. "In…
Domain(s): Sponsors & Partners
• Category(ies): Professional leagues, Sponsors - Partners, Activation, …
• Article # 426862
• Published on 19/01/26 at 11:00