Deal Tracker: Juventus, Premier League, RB Leipzig... the latest sponsorship agreements in football

• Juventus FC (Serie A Enilive) have announced the arrival of two new main shirt sponsors from 2025-26: Jeep, an American car manufacturer belonging to the Stellantis group, and Visit Detroit, the convention and tourist office of the city of Michigan (USA).
• 1. FC Köln (2.Bundesliga) and the Danish equipment manufacturer hummel are prematurely terminating their agreement, which was initially due to expire at the end of the 2026-27 season. The agreement will end at the end of the 2025-26 season, and the German brand adidas will supply the club's kit from the 2026-27 season.
• British company Avery Dennison, which specialises in clothing labels and badges, has extended its licensing agreement with the Premier League and will produce the flocking (player names and numbers) and badges on the sleeves of the shirts of the 20 top-flight clubs until 2029-30.
• The beer brand Ur-Krostitzer has extended its partnership with RB Leipzig (Bundesliga) for a further five seasons (2025-2030).

This table allows you to find all the major sponsorship/partnership contracts concluded by clubs…