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©  Liverpool FC
Premier League: adidas replaces Nike as equipment supplier of Liverpool FC from 2025-26 (£60m/year)

adidas has become the equipment supplier of Liverpool FC (Premier League) as part of a "multi-year partnership" from 01/08/2025, announced the club on 10/03/2025. The agreement is worth an estimated £60m (€71.4m) per year and will run for five seasons (2025-2030). The German brand will be…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Clubs, Sporting Goods & Brands, …
• Article # 390630
• Published on 10/03/25 at 14:15
©  D.R.
Weekly News Extra (03-07/03/2025)

• FC Barcelona (LALIGA EA Sports) will launch a women's team within its esports division in 2025. • Dutch electric bike brand Tenways has extended its partnership with Borussia Dortmund (Bundesliga) beyond 2024-25, announced the club on 06/03/2025. The two parties have been linked since the…
Domain(s): Clubs, Public Authorities & Regulations, Sponsors & Partners, Media
• Category(ies): Ticketing, Social Responsibility, Marketing - Communication, …
• Article # 390476
• Published on 07/03/25 at 18:30
©  DAZN
Ligue 1 McDonald's: DAZN official supplier & media partner of Toulouse FC in 2024-25

DAZN has become an official supplier and "media partner" of Toulouse FC (Ligue 1 McDonald's) for the remainder of the 2024-25 season, announced the British OTT platform on 07/03/2025. "Toulouse FC fans will have exclusive content within the dedicated Toulouse FC page in the DAZN app, including…
Domain(s): Clubs, Sponsors & Partners, Media
• Category(ies): Clubs, Media, Sponsors - Partners, …
• Article # 390438
• Published on 07/03/25 at 15:20
©  Nottingham Forest FC
Deal Tracker: all the latest sponsorship/partnership agreements in football

This table allows you to find all the major sponsorship/partnership contracts concluded by clubs, federations, leagues, in Europe and throughout the world, since 01/05/2017. By default, all deals have been sorted in reverse chronological order (newest first). This table allows you to sort the…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Authorities, …
• Article # 390432
• Published on 07/03/25 at 14:00
©  D.R.
Sponsorship: Seikadai (JPN) & Neko (UK) join forces to promote Japanese companies overseas

Neko Capital, an advisory firm specialised in the sports, entertainment and lifestyle sectors based in London, England, and Seikadai, a Japanese company specialised in branding and marketing strategies for companies in the country, have joined forces to launch the "Kickstart: Up" programme to…
Domain(s): Sponsors & Partners
• Category(ies): Agencies, Sponsors - Partners, International development, …
• Article # 390400
• Published on 07/03/25 at 12:30
©  NTF
News Tank Football: interviews published in January & February 2025

• "I would like ESG themes to become a criterion for choosing future sponsors over time, as this would allow us to respect our objectives in this area even more," said Greta Bodino, chief people, culture and sustainability officer at Juventus FC (Serie A Enilive), to News Tank Football on…
Domain(s): Clubs, Public Authorities & Regulations, Sponsors & Partners, Media
• Category(ies): Essentials Clubs, Essentials Public Authorities & Regulations, Essentials Media, …
• Article # 390381
• Published on 07/03/25 at 11:00
©  Paris FC / X
Ligue 2 BKT: Lyca Mobile (telecoms) to remain a major partner of Paris FC "until 2025"

Lyca Mobile, telecoms operator (prepaid SIM cards) belonging to the Lyca Group (GBR), has extended as a major partner (2nd level) of Paris FC (Ligue 2 BKT) "until 2025," it announced on 06/03/2025. "Present on the shirt (chest sponsor) since 2022, Lyca Mobile will again be proudly displayed in…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 390329
• Published on 07/03/25 at 09:40
©  LA 2028
Los Angeles 2028: PennyMac (mortgages) 7th official supporter & sponsor of Team USA

PennyMac, an American company specialised in mortgage services, has become an official supporter of the Los Angeles 2028 Games, announced the organising committee on 05/03/2025. The agreement was negotiated by Legends (USA), the competition's marketing and sponsorship agency. PennyMac becomes…
Domain(s): Sponsors & Partners
• Category(ies): Sponsors - Partners, Marketing - Communication
• Article # 390312
• Published on 06/03/25 at 16:55
©  D.R.
FDJ United: €3.065bn in revenue (+16.9%), including €453m (14.8%) from sports betting, in 2024

FDJ United (the new identity of La Française des Jeux) has posted €3.065bn in revenue for the 2024 financial year (01/01 to 31/12/2024), up 16.9% on 2023 (€2.62bn), announced the French group on the occasion of the publication of its annual results on 06/03/2025. This significant increase can…
Domain(s): Sponsors & Partners
• Category(ies): Sponsors - Partners, Finance, Marketing - Communication, …
• Article # 390296
• Published on 06/03/25 at 16:00
©  FDJ United
Betting: La Française des Jeux becomes FDJ United to achieve "lasting growth across Europe"

La Française des Jeux (FDJ) has changed its name to FDJ United in order to achieve "lasting growth across Europe," announced the French gambling operator on 06/03/2025. "FDJ United now serves over 33 million players through its diversified, responsible range of games: lottery and sports betting…
Domain(s): Sponsors & Partners
• Category(ies): Sponsors - Partners, International development, Marketing - Communication, …
• Article # 390236
• Published on 06/03/25 at 12:20