Deal Tracker: FC Bayern, Chelsea FC, Hamburger SV, AFC… the latest sponsorship deals in football

• The Coca-Cola Company, which has been associated with FC Bayern Munich (Bundesliga) since 1968, has extended as platinum partner (2^nd level) for a further five seasons, i.e. over the 2026-2031 cycle. The Powerade brand will be activated for the first time as part of the renewed agreement.

• Saudi fast-food chain Al Baik has become an official supporter of the AFC Asian Cup Saudi Arabia 2027.

• German supermarket group Edeka has become an exclusive partner (3^rd level) of Hamburger SV (Bundesliga) under a "long-term agreement" starting from the 2026-27 season. The brand will also serve as a kit sponsor of the club's youth teams.

• Concierge service Velocity Black has become an official supplier of Chelsea FC (Premier League) from the 2026-27 season and will offer Club Chelsea loyalty programme members "immersive experiences across travel, dining, events and more."


This table allows you to find all the major sponsorship/partnership contracts concluded by clubs, federations, leagues, in Europe and throughout the world.

By default, contract signatures are sorted in reverse chronological…