SS Lazio has agreed a new front-of-shirt sponsorship with Polymarket in a deal worth $22 million running through the 2027–28 season, with an option to extend by one additional year. The agreement marks the first time a major European football club has partnered with a prediction market as its primary sponsor, underlining a growing convergence…
Botafogo has officially confirmed Mizuno as its new technical sponsor in a deal running through the end of 2029, marking the Japanese brand’s return to Brazilian football after 37 years. The partnership will see Mizuno take over kit production from the second half of 2026, with the first official collection expected to be launched ahead…
Canada Soccer has expanded its commercial portfolio ahead of the 2026 FIFA World Cup by signing Samsung Canada as its official TV and mobile partner. The agreement will see Samsung branding integrated across men’s and women’s national team matches and events (excluding FIFA competitions), alongside the deployment of consumer technology aimed at enhancing fan engagement….
Chelsea FC has extended its principal partnership with BingX until the end of the 2026/27 season, reinforcing a collaboration built on digital innovation and global fan engagement. Under the renewed agreement, BingX will continue as the club’s principal partner and training kit partner. The relationship, which began in the 2023/24 season, initially positioned BingX as…
Amazon Türkiye has upgraded its partnership with the Volleyball Nations League (VNL), becoming the Title Partner of the tournament’s Türkiye stop for the 2026 season. The agreement, announced by Volleyball World, expands on a first collaboration in 2025, when Amazon Türkiye entered sports sponsorship for the first time as an Event Partner during the women’s…
Liverpool forward Hugo Ekitiké has entered the world of high fashion after signing a major partnership with French luxury house Balenciaga, becoming a key face of its latest global campaign. The French international stars in the brand’s new “On Repeat†campaign, which promotes the updated Triple S.2 sneaker, alongside pop singer Katy Perry and Chinese…
The WNBA has announced a multi-year partnership with Mars Snacking, naming M&M’s as the league’s official chocolate partner in a deal aimed at deepening fan engagement and expanding off-court activations. The collaboration brings together two globally recognised brands, with both sides framing the agreement around shared values of fun, connection, and fan experience. M&M’s will…
The National Women’s Soccer League is taking a more centralized approach to sponsorship control — and it could reshape how player endorsements appear on the field. According to a league memo obtained by Front Office Sports, the NWSL is developing a league-wide “exposure agreement†for cleats and goalkeeper gloves. The policy would require brands to…
Nike has signed a major apparel partnership with North America’s Premier Lacrosse League and Women’s Lacrosse League, strengthening its presence in one of the fastest-growing field sports. Under the agreement, Nike becomes the official apparel partner of both leagues from the 2026 season onwards, responsible for designing and producing all on-field uniforms, sideline apparel, and…
Tennis Australia has signed a multi-year agreement with BOSS, appointing the fashion label as the Official Lifestyle Outfitter of the Australian Open from 2027. The partnership will see BOSS take responsibility for outfitting approximately 4,000 tournament personnel, including umpires, line officials, ballkids and staff. The agreement also includes the design and supply of apparel across…
