Training wear sponsorships have quietly evolved from secondary commercial assets into one of football’s fastest-growing revenue categories, as social media transforms training grounds into always-on broadcast studios for clubs and brands alike. According to SPORTFIVE data, global sponsorship revenue tied to training apparel in club football surged from $18 million in 2021 to $278 million…
When the Premier League kicks off its 2026/27 season, a familiar presence will quietly disappear: betting brands on the front of shirts. No ceremony will mark the shift, but across clubs, agencies, and operators, the impact is profound. After more than two decades, one of football’s most lucrative sponsorship categories is being pushed out of…
In a city built on spectacle and scale, Los Angeles has quietly become the most powerful gateway between Asian markets and American sports. And at the center of that shift are two global icons: Shohei Ohtani and Son Heung-min. Their presence is doing more than filling seats or selling jerseys. It is reshaping how sponsorship…
AS Monaco continues to sharpen its global commercial strategy, announcing a new regional betting partnership with BetJordan covering Oceania through 2027. The deal reinforces Monaco’s focus on expanding its footprint in key international markets, particularly Australia and New Zealand, where football audiences and digital engagement opportunities continue to grow. Digital-first strategy in focus Under the…
A new era begins for France’s America’s Cup ambitions as La Roche-Posay steps in as title partner, transforming K-Challenge into the La Roche-Posay Racing Team. The move marks a significant evolution in the project, with the L’Oréal-owned brand deepening its involvement after initially backing the initiative since 2023. From support role to center stage By…
The National Basketball Association has expanded its commercial footprint in Europe by naming C4 Energy as its official energy drink partner across key markets. The multiyear agreement will cover the United Kingdom, France, Germany, and Italy, with a strong focus on fan engagement and experiential marketing. A Fan-First Activation Strategy As part of the partnership,…
Telefónica has secured a long-term partnership with the Royal Spanish Football Federation, becoming the official technology and telecommunications partner of Spain’s national teams through 2030. The agreement—financial terms undisclosed—covers the men’s, women’s, U21, and youth national teams, positioning Telefónica’s Movistar as a central player in the federation’s digital ecosystem. A Strategic Cycle Through 2030 The…
Club Atlético River Plate has significantly boosted its commercial performance, doubling its sponsorship revenue in recent years as part of a broader strategy to expand its global brand and deepen partnerships. The club hosted its first-ever sponsors summit on March 16 at the Estadio Mâs Monumental, bringing together key commercial partners to present its long-term…
There’s a familiar pattern when global sportswear brands re-enter niche markets: start with visibility, then build influence. Puma is doing both at once with VfL Gummersbach—and adding a layer most kit deals don’t have. From the 2026–27 season, Puma will become the club’s official technical partner, supplying everything from first-team kits to academy gear and…
The New England Patriots have signed plenty of sponsorship deals over the years. This one looks different. Because this isn’t just about logos on jerseys or signage inside Gillette Stadium. It’s about infrastructure — and, more specifically, control. New Balance has agreed to become the official and exclusive athletic footwear and apparel partner of the…
