Deal Tracker: Real Betis, Concacaf, AC Milan, FIFA... the latest sponsorship agreements in football

• Spanish insurance company Prima Seguros has become an official partner and back shirt sponsor of Real Betis Balompié (LALIGA EA Sports) for the next three seasons, over the 2025-2028 cycle.
• South Korean car manufacturer Hyundai has extended its partnership with Club Atlético de Madrid (LALIGA EA Sports) to cover the 2025-2028 cycle, and will continue to feature on the back of the team's training shirts.
• Airbnb, a Californian home rental platform, has become a FIFA partner for the Club World Cup 2025, the 2026 World Cup and the Women's World Cup 2027.
• Concacaf has announced two new official partners for the 2025 Gold Cup (played from 15/06 to 07/07): sports betting operator Caliente.mx and beverage brand Yerba Madre. Water brand Neaū Water, which has been a partner of the body since 2024, has also extended its agreement to cover the competition.
• Energy supplier Eneos has extended as a regional partner (5^th level) of AC Milan (Serie A Enilive) from the 2025-26 season.
• Puma has become the official equipment supplier of Cercle Bruges KSV (Jupiler Pro League) for four seasons…