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©  UEFA
UEFA: agreement extended with Strauss (workwear), which becomes first-ever official refereeing sponsor

Strauss, a German manufacturer of workwear and protective equipment, has extended its collaboration with UEFA and entered into a new partnership with the governing body focused on refereeing, the two parties announced on 4 September 2026. The agreement, which aims to "reinforce the vital role…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, International authorities, Sponsors - Partners, …
• Article # 452554
• Published on 07/09/26 at 12:00
©  Liverpool FC
Premier League: EA Sports FC (video game) extends as official partner of Liverpool FC from 2026-27

EA Sports FC, a video game franchise from US publisher EA Sports, has extended as official partner of Liverpool FC (Premier League) starting from the 2026-27 season, the club announced on 3 September 2026. EA Sports succeeded Japanese video game publisher Konami on 16 July 2019. "Over the…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 452431
• Published on 07/09/26 at 09:00
©  News Tank
Weekly News Extra (31 August to 4 September 2026)

• CONMEBOL and FIFPRO have strengthened their cooperation in the fight against racism and discrimination in South American football, notably through the introduction of training programmes for players and forums for dialogue, on 3 September 2026. • Valencia CF (LALIGA EA Sports) have announced…
Domain(s): Clubs, Public Authorities & Regulations, Sponsors & Partners, Media
• Category(ies): Essentials Clubs, Essentials Public Authorities & Regulations, Essentials Media, …
• Article # 452424
• Published on 04/09/26 at 18:00
©  1. FC Union Berlin
Deal Tracker: Union Berlin, FC Bayern, RC Celta, Villarreal CF… the latest sponsorship deals in football

• eBay Deutschland, the German subsidiary of US e-commerce group, has extended as a premium partner (3rd level) of 1. FC Union Berlin (Bundesliga) for the 2026-27 season and will broadcast selected club matches on its eBay Live platform, initially dedicated to live shopping services. • Recalvi…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Authorities, …
• Article # 452407
• Published on 04/09/26 at 16:00
©  UEFA
UEFA: Hisense (electronics, CHN) becomes 8th global partner of Euro 2028, its 4th edition as sponsor

Chinese electronics group Hisense has extended its partnership with UEFA and has become a global partner of Euro 2028, the two parties announced on 3 September 2026. This will be the fourth edition of the competition sponsored by Hisense, which first partnered with UEFA for Euro 2016. Unlike…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, International authorities, Sponsors - Partners, …
• Article # 452366
• Published on 04/09/26 at 12:00
©  Tottenham Hotspur FC
Tottenham Hotspur FC: partnership with HPE (tech) extended to modernise Tottenham Hotspur Stadium

American technology company Hewlett Packard Enterprise (HPE) has extended as an official partner of Tottenham Hotspur FC (Premier League) to "modernise the technology environment that powers Tottenham Hotspur Stadium (62,850 capacity)," the club announced on 2 September 2026. "At the centre of…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 452287
• Published on 04/09/26 at 09:00
©  Haier
UEFA: Haier (electronics, CHN) global partner of the Champions League for the 2027-2031 cycle

Haier, a brand of the Chinese manufacturer Haier Smart Home Group specialised in home appliances and televisions, has become a global partner of the Champions League for four seasons, covering the 2027-2031 cycle, according to an announcement by UC3, the joint venture between UEFA and European…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Clubs, Sponsors - Partners, …
• Article # 452307
• Published on 03/09/26 at 17:05
©  SV Werder Bremen
Bundesliga: Matthaï (construction) extends as main shirt sponsor of SV Werder Bremen until 2031-32

Matthaï, a German construction company, has extended as main shirt sponsor of SV Werder Bremen (Bundesliga) for a further three seasons, over the 2029-2032 cycle, the club announced on 2 September 2026. The German group became the main shirt sponsor of Werder Bremen in 2023-24, before extending…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 452267
• Published on 03/09/26 at 15:30
©  Formula One Group
F1 / Disney: safety car to feature Lightning McQueen (Cars) livery at 2026 Italian Grand Prix

The Walt Disney Company, through its Cars franchise, is activating its partnership with Formula One Group with a dedicated initiative around the safety car at the 2026 Italian Grand Prix in Monza (scheduled for Sunday 6 September), the governing body of the FIA Formula 1 World Championship…
Domain(s): Sponsors & Partners
• Category(ies): International authorities, Sponsors - Partners, Activation, …
• Article # 452273
• Published on 03/09/26 at 14:40
©  Toulouse FC
Ligue 1 McDonald’s: Starbucks (cafes) sleeve sponsor of Toulouse FC from the 2026-27 season

Starbucks, an American coffee shop chain, has become sleeve sponsor of Toulouse FC (Ligue 1 McDonald’s) from the 2026-27 season, the club announced on 3 September 2026. The agreement, negotiated by Sportfive, the club’s exclusive commercial agency, also covers the academy teams. It marks a…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Clubs, Sponsors - Partners, …
• Article # 452251
• Published on 03/09/26 at 13:30