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©  UEFA
UEFA: BT Group (telecommunications) becomes first domestic partner of Euro 2028 in the UK and Ireland

British telecommunications operator BT Group has become the first domestic partner of UEFA Euro 2028, which will be held in the United Kingdom and Ireland, UEFA announced on 07/05/2026. BT Group will serve as official telecommunications partner and "will provide connectivity services at Euro…
Domain(s): Sponsors & Partners
• Category(ies): International authorities, Sponsors - Partners, Marketing - Communication, …
• Article # 440514
• Published on 07/05/26 at 17:30
©  FIFA
FIFA: Panini (trading cards), partner since 1970, to be replaced by Topps (Fanatics) from 2031

Fanatics, a manufacturer and distributor of licensed sports products, is extending its "already successful and wide-ranging commercial relationship" with FIFA to include its subsidiary Topps (part of the Fanatics Collectibles division) under an agreement that will begin in 2031, the body announced…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Federations, International authorities, …
• Article # 440495
• Published on 07/05/26 at 17:00
©  adidas
2026 World Cup: Timothée Chalamet and Bad Bunny star in adidas brand film

adidas unveiled its “Backyard Legends” brand film dedicated to the 2026 World Cup, bringing together "icons of football, music and cinema," on 07/05/2026. The five-minute short film, "that turns neighborhood lore into a global football story," features French-American actor Timothée Chalamet…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Sporting Goods & Brands, Sponsors - Partners, …
• Article # 440449
• Published on 07/05/26 at 15:00
©  AS Monaco FC
Ligue 1 McDonald's: Bang & Olufsen (audio) extends as back shirt sponsor of AS Monaco (2026-2028)

Bang & Olufsen, a Danish manufacturer of audiovisual equipment, has extended as a premium partner and back shirt sponsor of AS Monaco FC (Ligue 1 McDonald's) for an additional two seasons (2026-2028), announced the club on 07/05/2026. Bang & Olufsen will continue to benefit from premium partner…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 440452
• Published on 07/05/26 at 14:00
©  Borussia Dortmund
Deal Tracker: Borussia Dortmund, TSG Hoffenheim, AFC… the latest sponsorship deals in football

• OBO Bettermann, an electrical equipment manufacturer, has extended its partnership with Borussia Dortmund (Bundesliga) to become a premium partner (3rd level) for the 2026-2030 cycle (four seasons). • Sparkasse Kraichgau, a regional German bank, has extended its partnership with TSG 1899…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Authorities, …
• Article # 440369
• Published on 07/05/26 at 13:00
©  Panini
Panini: launch of the 2026 World Cup sticker album, the 15th dedicated to the tournament since 1970

Panini, the Italian manufacturer of collectible cards and stickers, has launched its sticker album dedicated to the 2026 World Cup on 05/05/2026. This is the 15th album dedicated to the tournament since the first edition was released for the 1970 World Cup (in Mexico). The album consists of 112…
Domain(s): Sponsors & Partners
• Category(ies): International authorities, Sponsors - Partners, Digital, …
• Article # 440326
• Published on 06/05/26 at 17:30
©  Eintracht Frankfurt
Bundesliga: Hyundai (car manufacturer) extends as strategic partner of Eintracht Frankfurt until 2028-29

South Korean car manufacturer Hyundai has extended as a strategic partner of Eintracht Frankfurt (Bundesliga) for a further three seasons (2026-2029), the club announced on 05/05/2026. Hyundai has been a partner of the German club since the 2020-21 season. The car manufacturer "will continue to…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 440135
• Published on 05/05/26 at 17:00
©  D.R.
LFP-Kipsta : "Decathlon is supporting us in our international development" (M. Maignal, LFP)

"Our partnership with Kipsta allows us to multiply our touchpoints across the domestic market. In addition, together with Decathlon, we have identified key international territories where the brand is stepping up communication and commercial efforts around the ball. The ball is already sold in…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Sporting Goods & Brands, Professional leagues, …
• Article # 440083
• Published on 05/05/26 at 14:00
©  Puma
Puma: Mark Langer (ex-Hugo Boss) appointed chief financial officer and member of the management board

Mark Langer has been appointed chief financial officer of Puma with immediate effect, the German equipment manufacturer announced on 01/05/2026. He succeeds Markus Neubrand, who has held this position since October 2024 and will leave the group on 30/09/2026. Mark Langer had been chief…
Domain(s): Sponsors & Partners
• Category(ies): Sporting Goods & Brands, Sponsors - Partners, Finance, …
• Article # 440070
• Published on 05/05/26 at 12:00
©  FC Barcelona
FC Barcelona: Spotify to display singer Olivia Rodrigo's logo on the club's shirts for El Clásico

On the occasion of El Clásico between FC Barcelona and Real Madrid CF (Matchday 35 of the 2025-26 LALIGA EA Sports, Sunday 10/05/2026), Spotify is activating its partnership with the Catalan club, of which it is the main shirt sponsor, by displaying the logo of American singer Olivia Rodrigo on…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Activation, …
• Article # 440005
• Published on 05/05/26 at 10:00