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©  AFC Fiorentina
Serie A Enilive: Bet365 Scores (live scores) sleeve sponsor of ACF Fiorentina from the 2026-27 season

British sports betting operator Bet365, through its live sports scores platform Bet365 Scores, has become the sleeve sponsor of ACF Fiorentina (Serie A Enilive) for several seasons starting from 2026-27, the club announced on 6 August 2026. The agreement covers the men's team only. Bet365…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 450331
• Published on 07/08/26 at 13:00
©  LA 2028
Los Angeles 2028: Allstate becomes the 9th founding partner in "home and auto insurance" category

Allstate, an American insurance company, has become a founding partner of the Los Angeles 2028 Olympic and Paralympic Games, the organising committee announced on 4 August 2026. As part of this agreement, the Chicago-based group has also become a partner of the US Olympic and Paralympic Committee…
Domain(s): Sponsors & Partners
• Category(ies): Authorities, Sponsors - Partners, Rights Acquisitions, …
• Article # 450242
• Published on 07/08/26 at 10:00
©  Parma Calcio 1913
Parma Calcio 1913: MuchBetter (payment solutions) extends as training kit sponsor from 2026-27

MuchBetter, a British digital payments and e-wallet services provider, has extended as training kit sponsor of Parma Calcio 1913 (Serie A Enilive) from the 2026-27 season onwards, the club announced on 5 August 2026. The brand first became a sponsor of the Italian club on January 2026. In…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 450257
• Published on 06/08/26 at 17:00
©  Arsenal FC
Arsenal FC: Emirates extends main shirt sponsorship and stadium naming rights agreement (2028-2033)

Emirati airline Emirates has extended as main shirt sponsor of Arsenal FC (Premier League) and title partner of the Emirates Stadium (London; 60,704 capacity) for a further five seasons, the club announced on 6 August 2026. The agreement, which was previously set to expire at the end of the…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Clubs, Sponsors - Partners, …
• Article # 450280
• Published on 06/08/26 at 16:00
©  WTA
Tennis: IMG appointed as managed production services partner of the WTA from the 2027 season

The British agency IMG has been appointed as managed production services partner of the Women's Tennis Association from the 2027 season onwards, the body announced on 5 August 2026. Under this agreement, "IMG will lead the delivery of coverage across more than 50 WTA Tour events each season…
Domain(s): Public Authorities & Regulations, Sponsors & Partners
• Category(ies): Agencies, Media, Sponsors - Partners, …
• Article # 450251
• Published on 06/08/26 at 13:00
©  adidas
adidas: first-half 2026 sales up to €13.3bn, €212m invested in 2026 World Cup marketing

adidas AG generated revenue of €13.335bn in the first half of 2026 (from 1 January to 30 June 2026), up 13% in euro terms (H1 2025: €12.105bn) and 14% on a currency-neutral basis, "as the strengthening of the euro against several currencies led to an unfavorable translation impact," the German…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Sporting Goods & Brands, Sponsors - Partners, …
• Article # 450217
• Published on 06/08/26 at 11:00
©  Olympique de Marseille
Olympique de Marseille: adidas set to replace Puma as equipment supplier from the 2028-29 season (press)

adidas is set to become the equipment supplier for Olympique de Marseille (Ligue 1 McDonald's) from the 2028-29 season onwards, according to reports from French media RMC Sport confirmed by AFP on 5 August 2026. Having been the club's kit supplier from 1974 to 1994, and then from 1996 to 2018…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Sponsors - Partners, …
• Article # 450223
• Published on 06/08/26 at 10:00
©  Real Betis Balompié
Real Betis: a partnership with SoccerSolver (software) to improve scouting and player valuation process

Real Betis Balompié (LALIGA EA Sports) have entered into a strategic partnership with Spanish startup SoccerSolver, which dévelops an AI-powered football analytics platform, to improve its scouting, player valuation and decision-making process, the club announced on 5 August 2026. "SoccerSolver…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 450186
• Published on 05/08/26 at 13:00
©  Puma
Puma: €3.554bn in turnover in the first half of 2026, down 7.9%

Puma posted revenue of €3.554bn in the first half of 2026 (from 1 January to 30 June 2026), down 5.2% at constant exchange rates (-7.9% on a reported basis) compared with the first half of 2025 (€3.861bn), the German sportswear manufacturer announced on 31 July 2026. During the first six months…
Domain(s): Sponsors & Partners
• Category(ies): Sporting Goods & Brands, Sponsors - Partners, Finance
• Article # 450140
• Published on 05/08/26 at 10:00
©  Manchester United FC
Manchester United FC: Betway (sports betting) to become training kit sponsor from 2026-27

Betway, a British sports betting operator based in Guernsey and Malta, has become the training kit sponsor of Manchester United FC (Premier League) from the 2026-27 season onwards, the club announced on 4 August 2026. This agreement, valued at £20m (€23.3m) per year, also covers the English…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Clubs, Sponsors - Partners, …
• Article # 450154
• Published on 05/08/26 at 09:00