Deal Tracker: Liverpool, US Soccer, UEFA, Inter Milan… the latest sponsorship deals in football

• Alibaba Group, a Chinese e-commerce company, has become a strategic partner of UEFA and will be an official sponsor of men's club competitions for the 2027-2033 cycle (six seasons), as well as a global sponsor of Euro 2028.

• Socios.com, a blockchain and cryptocurrency platform owned by Maltese companies Chiliz and Mediarex Sports & Entertainment, has extended as “global fan token partner” of FC Inter Milan (Serie A Enilive) beyond the 2025-26 season.

• Boss, a brand of the German clothing and fashion group Hugo Boss, has become an official partner of US Soccer and the official businesswear attire provider of the men’s national team ahead of the 2026 World Cup.

• Wasabi Technologies, an American cloud services provider, has extended as official partner (2^nd level) of Liverpool FC (Premier League) beyond the 2025-26 season.

• The Coca-Cola Company has become an official supplier to Football Australia’s national teams for the 2026 World Cup and the 2027 Women’s World Cup.


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