Deal Tracker: RFEF, Juventus, Manchester City, Serie BKT... the latest sponsorship deals in football

• Rexona, a deodorant brand belonging to the Dutch group Unilever, has extended as a global partner (2^nd level) of Manchester City FC (Premier League) from 2025-26.
• Italian banking group Banca Ifis has signed an agreement with Lega Serie B to become an official sponsor of the Serie BKT for the 2025-26 season. As part of this partnership, the group is positioning Ifis Sport, its division dedicated to "the development of tailor-made financial solutions for the entire sporting ecosystem (clubs, athletes, federations, institutions, sponsors)" launched in 2025.
• Canon Medical Systems, a Japanese company specialised in medical equipment, has renewed as an official partner (2^nd level) of Manchester United FC (Premier League) from 2025-26.
• adidas has extended as the equipment supplier of FC Schalke 04 (2.Bundesliga) for a further six seasons (2025-2031).
• Picus, a provider of authentication and cybersecurity services, has become an official partner of Juventus FC (Serie A Enilive) from 2025-26.
• 1. FC Köln (Bundesliga) and The Coca-Cola Company have extended their partnership for a…