Rwanda has emerged as an unexpected commercial winner in the latter stages of the UEFA Champions League, with its tourism brand Visit Rwanda sponsoring three of the four semifinalists. The African nation currently holds partnerships with Atlético de Madrid, Paris Saint-Germain and Arsenal FC, while also maintaining a football development agreement with FC Bayern Munich—effectively…
Sunderland AFC has agreed a new multi-year extension with hummel, continuing a collaboration that has become one of the club’s most commercially impactful partnerships in recent seasons. The renewal comes at a pivotal moment following Sunderland’s return to the Premier League, a development that has significantly boosted global visibility and demand for club merchandise. The…
Arsenal FC has launched a new short film directed by Academy Award-winning filmmaker Spike Lee, marking the first collaboration between the club and the renowned director as part of its commercial activation with global fintech partner Airwallex. Titled Who Are Ya?, the project reflects a growing trend in football marketing toward narrative-driven content, blending storytelling…
realme has signed Raphinha, forward of FC Barcelona and the Brazil national team, as its new global ambassador in what marks the company’s most ambitious push into football to date. The partnership is designed to strengthen realme’s position in key markets—particularly Brazil—by leveraging the popularity of football and the growing global profile of Raphinha. At…
Mastercard has announced a new partnership with Club Atlético Boca Juniors, becoming the club’s Official Sponsor in a move that strengthens the company’s global strategy of connecting people with “priceless†experiences through their passions. Germán Rosón, President of Mastercard’s Southern Latin America division, said the agreement reflects the brand’s vision to deliver unique fan experiences…
US Soccer has signed a new long-term partnership with wearable technology company Oura, expanding an existing relationship into a federation-wide agreement covering all 27 of its national teams. The deal will see Oura’s smart ring technology integrated across the men’s, women’s, youth and disability national team programs, providing continuous health and performance tracking data for…
Red Bull New York have officially opened their new RWJBarnabas Health Red Bulls Performance Center in Morristown, New Jersey, marking one of the most ambitious infrastructure projects in Major League Soccer. The 80-acre facility reportedly cost over $100 million and features eight full-sized pitches, a modern gym, dining facilities, academic spaces, and innovation labs, all…
Coppa Italia TV ratings drop 17% year-on-year as lack of marquee clashes hurts viewership Mediaset has recorded just under 3 million average viewers for Coppa Italia matches from the round of 16 onwards, marking a sharp decline compared to last season. According to data from this season, average audience figures are down 17% compared to…
Italian football remains one of the most commercially powerful leagues in Europe, particularly when it comes to shirt sponsorship deals. A new ranking of Serie A clubs highlights both the financial dominance of the league’s biggest brands and the widening gap between elite clubs and the rest of the competition. At the top of the…
City officials in Toronto are moving to make the FIFA World Cup 2026 Fan Fest largely free to attend, following public backlash over initial plans to charge entry. In the city’s original World Cup bid, the Fan Fest — set to take place at Fort York and the The Bentway — was positioned as a…
