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©  Eintracht Frankfurt
Eintracht Frankfurt: Deutsche Bank extends stadium naming rights deal for eight seasons (2027-2035)

The German bank Deutsche Bank has extended its partnership with Eintracht Frankfurt (Bundesliga) to retain the club's stadium naming rights for a further eight seasons, i.e. over the 2027-2035 period, announced the club on 09/01/2026. Deutsche Bank has been the naming rights holder to the…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Clubs, Sponsors - Partners, …
• Article # 425856
• Published on 09/01/26 at 18:30
©  News Tank
Weekly News Extra (05-09/01/2026)

• "Intensive use of AI — daily or several times a day — rose from approximately 33% to 72%, confirming that AI is no longer experimental but has become an everyday working tool," said LALIGA, which published the results of a pilot project on the use of AI by its employees. • Athletic Club Bilbao…
Domain(s): Clubs, Public Authorities & Regulations, Sponsors & Partners, Media
• Category(ies): Essentials Clubs, Essentials Public Authorities & Regulations, Essentials Media, …
• Article # 425795
• Published on 09/01/26 at 18:00
©  FC Inter Milan
Serie A Enilive: Coca-Cola (beverages) official partner of FC Inter Milan for 3 seasons (2025-2028)

The Coca-Cola Company, an American beverage manufacturer, has become an official partner of FC Inter Milan (Serie A Enilive) for three seasons (2025-2028), announced the club on 09/01/2026. The agreement covers the club's men's, women's (Serie A Women Athora) and U23 teams. Two of the group's…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 425816
• Published on 09/01/26 at 17:00
©  Puma
Puma: Nadia Kokni succeeds Richard Teyssier as vice president global brand marketing

Nadia Kokni has been appointed vice president global brand marketing at Puma, effective from 01/01/2026, announced the German equipment manufacturer on 08/01/2026. Reporting to Maria Valdes, who has been chief brand officer at Puma since 27/10/2025, Nadia Kokni will "will oversee brand…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Sporting Goods & Brands, Governance, …
• Article # 425755
• Published on 09/01/26 at 14:00
©  OM
Deal Tracker: Bayern Munich, Wolfsburg, Olympique de Marseille.. the latest sponsorship deals in football

• ERL, a German real estate promoter, has become an official partner of FC Bayern Munich (Bundesliga) from the 2025-26 season. • Chabrand, a French leather goods brand, has become an official partner of Olympique de Marseille (Ligue 1 McDonald's) from 2025-26. • Wupsi, a mobility services…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Authorities, …
• Article # 425684
• Published on 09/01/26 at 10:00
©  LALIGA
LALIGA: Oshee (sports drinks) extends as regional partner across 43 territories in Europe

Oshee, a Polish sports drinks brand, has extended its partnership with LALIGA to become the body's regional partner across 43 territories in Europe, announced both parties on 08/01/2026. The brand initially became a sponsor of the Spanish league in Poland in March 2023, and activated this…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 425667
• Published on 08/01/26 at 18:00
©  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