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©  AC Monza
Deal Tracker: Real Madrid, FIFA, FC Schalke 04, AC Monza… the latest sponsorship deals in football

• Real Madrid CF (LALIGA EA Sports) has extended its agreements with its equipment supplier adidas (2026-2034, €120m per year) and its main shirt sponsor Emirates (2026-2031, €100m per season). • Belgian brewing company AB InBev has extended as an official partner of FIFA until 2030, while…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Authorities, …
• Article # 444520
• Published on 12/06/26 at 17:00
©  LALIGA
LALIGA: Oshee (sports drinks) extends as regional partner across 44 territories in Europe

Oshee, a Polish sports drinks brand, has extended as regional partner of LALIGA across 44 territories in Europe for two further seasons (until 2027-28), the body announced on 11 June 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 # 444421
• Published on 12/06/26 at 12:00
©  Airbnb
2026 World Cup: free tickets included with bookings for selected Airbnb listings in the 16 host cities

Airbnb is activating its partnership with FIFA for the 2026 World Cup by offering free tickets to the tournament as part of bookings for selected accommodations in the 16 host cities, the Californian home-sharing platform announced on 11 June 2026, the day the competition kicks off. "Averaging…
Domain(s): Sponsors & Partners
• Category(ies): International authorities, Sponsors - Partners, Activation, …
• Article # 444369
• Published on 11/06/26 at 18:00
©  Borussia Dortmund
Bundesliga: AdTab (animal health) becomes a premium partner of BVB for 3 seasons (2026-2029)

Elanco Animal Health, an American pharmaceutical company specialising in veterinary products, has become a premium partner of Borussia Dortmund (Bundesliga) through its AdTab brand for three seasons (2026-2029), the club announced on 10 June 2026. The brand, which offers a range of products…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 444168
• Published on 10/06/26 at 16:30
©  Real Madrid CF
Real Madrid CF: adidas, the club's equipment supplier since 1998, extends for eight seasons (2026-2034)

adidas has extended as equipment supplier of Real Madrid CF (LALIGA EA Sports) for a further eight seasons, i.e. the 2026-2034 cycle, the club announced on 10 June 2026. This renewal brings the total duration of the agreement to 36 seasons, with the German brand having been associated with the…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Clubs, Sporting Goods & Brands, …
• Article # 444157
• Published on 10/06/26 at 14:30
©  FIFA
FIFA: AB InBev (beer) extends as official partner of the men's and women's World Cups until 2030

Belgian brewing company AB InBev has extended as an official partner of FIFA until 2030, the international federation announced on 9 June 2026. This agreement, renewed two days before the start of the 2026 World Cup, covers the Women’s World Cup 2027 and the men's 2030 World Cup, which will…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, International authorities, Sponsors - Partners, …
• Article # 444081
• Published on 10/06/26 at 10:10
©  D.R.
2026 World Cup: 270 tracks titled "World Cup 2026" identified by Deezer, 70% generated by AI

"Deezer has seen an influx of tracks and albums with titles related to the 2026 World Cup, leading up to this summer’s biggest sporting event," the audio streaming platform announced on 9 June 2026. "More than 270 tracks named “World Cup 2026” have been uploaded, and over 70% of these are labeled…
Domain(s): Sponsors & Partners
• Category(ies): Digital, Marketing - Communication, Merchandising - Licensing, …
• Article # 444014
• Published on 09/06/26 at 16:45
©  FIFA
FIFA: Kraken (crypto) official supporter of the 2026 World Cup in North America and Europe

Cryptocurrency trading platform Kraken has become an official supporter of the 2026 World Cup for North America and Europe, FIFA announced on 9 June 2026. This partnership will be launched on the eve of the tournament’s kick-off, on Wednesday 10 June, during the "Countdown Concerts" series…
Domain(s): Sponsors & Partners
• Category(ies): International authorities, Sponsors - Partners, Marketing - Communication
• Article # 444006
• Published on 09/06/26 at 15:45
©  Real Madrid CF
Real Madrid CF: Emirates extends as main shirt sponsor for five seasons (2026-2031)

Emirates, the Emirati airline, has extended as main shirt sponsor of Real Madrid CF (LALIGA EA Sports) for a further five seasons, i.e. the 2026-2031 cycle, the club announced on 9 June 2026. The agreement also covers the club's basketball team (Liga Endesa). This renewal brings the total…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Clubs, Sponsors - Partners, …
• Article # 443983
• Published on 09/06/26 at 14:30
©  Juventus FC
Juventus FC: a partnership with WWE including co-branded merchandise

Juventus FC (Serie A Enilive) and WWE, the US professional wrestling organisation owned by TKO Holdings, have entered into a partnership aimed at "connecting sport, entertainment and global fan culture," the club announced on 5 June 2026. The announcement comes six days after WWE Clash in Italy…
Domain(s): Clubs, Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 443931
• Published on 09/06/26 at 10:00