Deal Tracker: Atlético Madrid, Atalanta, OGC Nice... the latest sponsorship agreements in football

• New Balance is to replace Joma as the equipment supplier of Atalanta BC (Serie A Enilive) as part of a "multi-year sponsorship deal" from the 2025-26 season.
• Armenian sports betting operator Vbet has extended as a premium partner (2^nd level) and shorts sponsor of OGC Nice (Ligue 1 McDonald's) for three seasons (2025-2028 cycle).
• Rwanda Development Board, the government agency in charge of the country's international investments, has become an official partner (2^nd level) of Club Atlético de Madrid (LALIGA EA Sports) and will be the club's trainig kit sponsor for the remainder of the 2024-25, before becoming its back shirt sponsor over the 2025-2027 cycle.
• Monster Energy, the US energy drinks brand of Monster Beverage Corporation, has become an official partner of Parma Calcio 1913 (Serie A Enilive) for several seasons starting from 2025-26.

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, the contracts signed are sorted in chronological order…