The Saudi Pro League (SPL) has partnered with Footballco to deliver live coverage, creator-led watchalongs and post-match content across several international markets, as the league continues to expand its direct-to-consumer strategy. Under the agreement, Footballco’s GOAL Front Three platform will provide live coverage of selected “tentpole” SPL fixtures in the UK and Ireland, Belgium, the…
Saxo Bank has announced partnerships with nine international athletes across football, Formula 1, tennis, speed skating, judo and chess as part of a new brand strategy linking elite sporting performance with investment decision-making. The campaign brings together Formula 1 driver Lando Norris, former footballer Gareth Bale, goalkeeper Thibaut Courtois, striker Rasmus Højlund, tennis players Aryna…
Paris Saint-Germain has unveiled two American football-inspired jerseys as part of its “Football is Football” campaign, launched during NFL Week in France. The initiative runs until Sunday, October 25, when the New Orleans Saints will face the Pittsburgh Steelers at the Stade de France in the first NFL game to be held in France. Designed…
Adidas has signed a sponsorship deal with Cape Verde goalkeeper Vozinha, who attracted international attention with his performance against Spain at the 2026 FIFA World Cup. The agreement marks a new commercial milestone for the 40-year-old goalkeeper. According to French sports business publication Sportune, the partnership was officially confirmed on Friday, October 16. Vozinha, who…
Roger Federer is strengthening his connection with China as he works with On to support the growth of tennis and deepen the Swiss sportswear brand’s presence in one of its fastest-growing markets. Federer recently returned to China for a series of tennis and community events, including a floating court in Shenzhen featuring a drone display…
IM8, the nutrition and wellness brand co-founded by David Beckham, has signed a multi-year partnership with the NBA to strengthen its presence across Australia and Southeast Asia. The agreement will make IM8 the league’s official nutrition partner in Australia and eight Southeast Asian markets. The partnership is part of the NBA’s continued expansion of its…
Louis Vuitton has unveiled a new collection for Real Madrid players, marking the second season of its partnership with the Spanish club. Designed by the luxury house’s menswear studio under the direction of Pharrell Williams, the collection features formalwear and travel clothing created specifically for the club’s players. Inspired by Louis Vuitton’s travel heritage The…
Luka Modrić has added another commercial partnership to his portfolio, becoming a brand ambassador for European home appliance manufacturer Gorenje. The 41-year-old Croatian midfielder, who continues his playing career with AC Milan, will become the face of Gorenje across the Middle East as part of the new partnership. Under the agreement, Modrić will feature in…
adidas has partnered with Zinédine Zidane to launch the Metalbone ZZ, a new collection of padel rackets bearing the name of the former France international. The two-model range is priced at €180 and €300, combining the appeal of one of French sport’s most recognisable figures with adidas’ ambitions in the growing padel market. Zidane, recently…
Paris Saint-Germain has strengthened its ties with the fashion industry through a new collaboration with French designer Freaky Debbie during Paris Fashion Week. The collaboration featured three pieces that reinterpreted the club’s football identity through upcycling: a dress made from PSG shirts, a sculptural bomber jacket and a customised football. The collection was presented at…
