FC Bayern Women have signed a new two-year partnership with Munich-based luxury fashion brand MCM, in another sign of the growing commercial appeal of women’s football among premium lifestyle brands. The partnership brings together two globally recognised brands with shared roots in Munich and reflects the increasingly close relationship between elite women’s football, fashion and…
Hyundai is set to become a new sponsor of the UEFA Champions League this season, replacing Just Eat Takeaway.com. According to information obtained by SportBusiness, the Korean automotive giant is also expected to sign on for the new four-season commercial cycle beginning in the 2027-28 season. The deal would mark a significant change to the…
Paris Saint-Germain has announced a new multi-year partnership with Chinese electric vehicle manufacturer BYD, naming the company the club’s Official Automotive Partner through June 2029. The agreement includes global marketing campaigns, exclusive content featuring PSG’s men’s and women’s teams, and fan engagement initiatives designed to connect supporters with the brand. As part of the partnership,…
Women’s sports continue to strengthen their commercial position, with sponsorship investment, digital engagement and audience growth reaching new highs. According to GlobalData’s latest report, Strategic Intelligence: Women in Sport 2026, the number of sponsorship agreements dedicated exclusively to women’s sports increased by 103% between 2020 and 2025, while the average value of those deals rose…
Aston Villa have reached an agreement with Visit Rwanda to become the club’s new front-of-shirt sponsor ahead of the 2026/27 Premier League season. According to The Athletic, the partnership is expected to become the most lucrative shirt sponsorship deal in Aston Villa’s history. Club sources indicate the agreement could be worth up to £20 million…
Championship club Wrexham AFC has named Mozilla Firefox as its new principal shirt sponsor for the 2026-27 season as the Welsh side continues its push for promotion to the Premier League. Under the agreement, the Firefox logo will appear on the front of the men’s and women’s first-team jerseys, replacing United Airlines, which had supported…
Serie A team Napoli have extended their principal sponsorship agreement with cruise company MSC through the end of the 2028/29 season. Under the new deal, MSC will continue to feature on the front of Napoli’s shirts in an agreement worth approximately €18 million per season, plus performance-related bonuses. The renewed contract more than doubles the…
Lionel Messi is not only leading Argentina’s charge at the 2026 FIFA World Cup, but also reinforcing his status as one of the most powerful commercial athletes in global sport. The 39-year-old superstar has guided Argentina into the Round of 16 and, with seven goals to his name, remains firmly in contention for the Golden…
Flexjet has signed a multi-year global partnership with Formula 1, becoming the championship’s Official Private Aviation Provider. The agreement will officially launch at the British Grand Prix at Silverstone, scheduled to take place from 3 to 5 July 2026. The partnership is aimed at serving VIP guests, executives, teams and high-profile attendees travelling throughout Formula…
Everton FC has secured a new front-of-shirt sponsorship agreement with UK-based financial services company CMC Markets, marking a significant shift in the club’s commercial strategy ahead of the 2026-27 season and beyond. The multi-year deal replaces Stake as the club’s primary shirt sponsor. Stake, which had held the main sponsorship position since 2022, will now…
