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©  Valencia CF
Deal Tracker: FIFA, Paris Saint-Germain, Eredivisie... the latest sponsorship agreements in football

• American Airlines has become an official supplier of the FIFA 2026 World Cup for the North American region, with air travel rights across the tournament's three host countries. • Rwanda Development Board, the agency in charge of international investments in the African country, has extended as…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Authorities, …
• Article # 395663
• Published on 18/04/25 at 15:10
©  FIFA
FIFA: American Airlines, official supplier for the 2026 World Cup

American Airlines has become the "official North American airline supplier" for the 2026 World Cup, announced FIFA on 17/04/2025. The company is based in Dallas (Texas, USA), one of the 16 cities hosting matches in the competition (11 in the United States, three in Mexico and two in Canada) and…
Domain(s): Sponsors & Partners
• Category(ies): International authorities, Sponsors - Partners, Marketing - Communication, …
• Article # 395592
• Published on 18/04/25 at 10:40
©  TikTok
United States: TikTok (social network, CHN) extends its partnership with MLS

The social network TikTok (owned by the Chinese group ByteDance) has extended its partnership with Major League Soccer as part of a new "multi-year" deal, announced MLS on 17/04/2025. TikTok has been a partner of the North American football league since March 2023. "This renewed collaboration…
Domain(s): Public Authorities & Regulations, Sponsors & Partners
• Category(ies): International authorities, Professional leagues, Media, …
• Article # 395589
• Published on 18/04/25 at 09:20
©  Paris Saint-Germain
Paris Saint-Germain: Visit Rwanda to continue as a premium partner (2025-2028; €15m per season)

The Rwanda Development Board, the agency in charge of international investments in the African country, has extended its partnership with Paris Saint-Germain (Ligue 1 McDonald's) as a premium partner (2nd level) for a further three seasons, i.e. over the 2025-2028 cycle, announced the club on…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Clubs, Sponsors - Partners, …
• Article # 395469
• Published on 17/04/25 at 11:30
©  D.R.
Equipment suppliers: a record turnover of €223.6m for Macron (ITA) in 2024 (+13.7% vs 2023)

The Italian equipment manufacturer Macron posted a record turnover of €223.6m for the 2024 financial year (01/01 to 31/12/2024), up 13.7% compared to 2023 (€196.6m), a slower increase than between 2022 and 2023 (+15.7%), announced the Bologna-based group on 14/04/2025. EBITDA stood at €45.1m, up…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Sponsors - Partners, Finance, …
• Article # 395436
• Published on 17/04/25 at 10:00
©  1. FC Köln
1. FC Köln: Devk (insurance) extends as a sleeve sponsor for three seasons (2025-2028)

Devk, a German insurance company based in Cologne (North Rhine-Westphalia, GER), has extended as a sleeve sponsor of 1. FC Köln (2.Bundesliga) for a further three seasons, from 2025-2028, announced the club on 16/04/2025. The German group has been visible on the men's team's kits since the…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 395425
• Published on 17/04/25 at 09:20
©  D.R.
England: Sarah Kendall (Fuse) appointed head of commercial partnerships at The Football Association

Sarah Kendall has been appointed head of commercial partnerships at The Football Association, she announced on her LinkedIn account on 15/04/2025. She had been managing director of marketing agency Fuse Sport & Entertainment (Omnicom Group) since February 2022, after joining as head of press…
Domain(s): Public Authorities & Regulations, Sponsors & Partners
• Category(ies): Essentials Public Authorities & Regulations, Essentials Sponsors & Partners, Federations, …
• Article # 395308
• Published on 16/04/25 at 13:00
©  ATP
Tennis: Bitpanda (crypto) official partner of the ATP Tour & several tournaments in Europe from 2025

Bitpanda, an Austrian cryptocurrency trading platform, has become an official partner of the ATP Tour as part of a "multi-year" agreement from 2025, announced the Association of Tennis Professionals on 15/04/2025. This is the first sponsorship contract signed by the body with a company in the…
Domain(s): Sponsors & Partners
• Category(ies): Authorities, Sponsors - Partners, Rights Acquisitions, …
• Article # 395140
• Published on 15/04/25 at 11:30
©  Abarca Sports
Cycling: Quantum Pacific (Club Atlético de Madrid) acquires 43% of Abarca Sports (Movistar Team)

London-based investment firm Quantum Pacific Management has acquired a 43% stake in Spanish cycling team Abarca Sports (Movistar Team), announced the latter on 11/04/2025. "As a result, the Movistar men's, women's, gravel, and esports teams will be strengthened within the global cycling scene…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Investment - Shareholding, …
• Article # 395072
• Published on 14/04/25 at 17:05
©  ATP
Tennis: sale of IMG-owned tournaments (Madrid & Miami) to American funds RedBird & Apollo (press)

A consortium of investors led by the American funds Apollo Global Management and RedBird Capital Partners, as well as Ari Emanuel, CEO of TKO Group Holdings and co-founder of the Endeavor Group (which became the WME Group at the end of March 2025), is on the verge of acquiring the ATP and WTA…
Domain(s): Sponsors & Partners
• Category(ies): Agencies, Sponsors - Partners, Investment - Shareholding, …
• Article # 395016
• Published on 14/04/25 at 12:45