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©  Fédération Française de Football
France/FFF: Google 1st "technology partner" of the men's national team to implement AI solutions

The American technology services company Google has entered into a sponsorship agreement with the Fédération Française de Football to become the first-ever "technology partner" of the French men's national team, a status created specifically as part of this deal, announced the body on 19/03/2026…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Federations, Sponsors - Partners, …
• Article # 434726
• Published on 19/03/26 at 16:00
©  Deltatre
Tennis/ATP Media: partnership extended with Deltatre (automated TV graphics production, drone, etc.)

TP Media, the production and distribution arm of the Association of Tennis Professionals (ATP) for the ATP Tour, has extended its partnership with Deltatre under a new multi-year agreement, announced the Italian company specialised in digital solutions for sports broadcasters and event organisers…
Domain(s): Sponsors & Partners
• Category(ies): Media, Sponsors - Partners, Digital, …
• Article # 434568
• Published on 19/03/26 at 09:00
©  RFEF
Spain/RFEF: Movistar (Telefonica) official sponsor of all Spanish national teams for 4 years (2026-2030)

Movistar, a brand owned by telecoms operator Telefonica, has become the official sponsor of the Spanish national teams (men's, women's, U21s and youth teams) until 2030, announced the Real Federación Espanola de Futbol on 18/03/2026. The agreement covers the 2026 World Cup, the Women's World…
Domain(s): Sponsors & Partners
• Category(ies): Federations, Media, Sponsors - Partners, …
• Article # 434582
• Published on 18/03/26 at 16:30
©  UEFA
UEFA: Schwarz Group (GER) first strategic partner; subsidiary Lidl sponsor of Euro 2028

Schwarz Group (GER) has become UEFA’s first “strategic partner” through its subsidiaries Lidl (retail) and PreZero (waste management) "to advance grassroots football, promote healthy lifestyles and deliver circular economy solutions in European football" as part of a “long-term” agreement…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, International authorities, Sponsors - Partners, …
• Article # 434453
• Published on 18/03/26 at 09:00
©  Sprite
NBA: Sprite (Coca-Cola) replaces Starry (PepsiCo) as official global soft drink partner

Sprite, a lemon-lime soft drink brand of The Coca-Cola Company, has become the official global soft drink partner of the National Basketball Association (NBA), marking its return under a multiyear global partnership, announced the NBA and The Coca-Cola Company on 17/03/2026. The agreement comes…
Domain(s): Sponsors & Partners
• Category(ies): International authorities, Sponsors - Partners, Rights Acquisitions, …
• Article # 434418
• Published on 17/03/26 at 18:00
©  adidas
UEFA: tender launched for official match ball supplier for men’s club competitions from 2027-28

UC3 has launched a tender process for the supply of official match balls for UEFA men’s club competitions from the 2027-28 season, announced the joint-venture on 13/03/2026. Interested parties are invited to submit their offers by 24/03/2026 at 15:00 CET. The tender process is being managed by…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, International authorities, Sponsors - Partners, …
• Article # 434363
• Published on 17/03/26 at 16:00
©  Club Atlético de Madrid
Atlético de Madrid: partnership with Veritran (tech) to develop a new app and optimise digital experience

Veritran, an Argentinian tech company, has become an official supplier of Club Atlético de Madrid (LALIGA EA Sports) to develop its new official app, announced the club on 16/03/2026. "The new app will replace the current one, offering a faster, more personalised and unified experience within a…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Digital, …
• Article # 434251
• Published on 17/03/26 at 11:00
©  Udinese Calcio
Udinese Calcio: PromoTurismoFVG (regional tourist board) extends as main shirt sponsor for 2026-2029

PromoTurismoFVG, the tourist office of Friuli-Venezia Giulia, a region in north-east Italy where the city of Udine is located, has extended as the main shirt sponsor of Udinese Calcio (Serie A Enilive) for three seasons (2026-2029), announced the club on 13/03/2026. The slogan "Io Sono Friuli…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 434225
• Published on 16/03/26 at 17:20
©  English Football League
England/EFL: Carabao (energy drinks) extends as title sponsor of the League Cup (2027-2029)

Carabao, a Thai energy drink brand, has extended its naming rights to the English League Cup for an additional two seasons, covering the 2027-2029 cycle, announced the English Football League on 16/03/2026. The competition will therefore retain the name "Carabao Cup". The extension brings the…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Clubs, Sponsors - Partners, …
• Article # 434208
• Published on 16/03/26 at 16:40
©  AS Roma
Serie A Enilive: Eurobet.live (live scores) main shirt sponsor of AS Roma until 2028-29 (€16m per season)

Eurobet.live, the live scores website and app of Italian sports betting operator Eurobet (Entain plc), has become the main shirt sponsor of AS Roma (Serie A Enilive) until the 2028-29 season, announced the club on 13/03/2026. AS Roma had been without a main shirt sponsor since the start of the…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Clubs, Sponsors - Partners, …
• Article # 434121
• Published on 16/03/26 at 11:00