Football Sponsorships

PepsiCo has announced a three-year extension of its partnership with the Union of European Football Associations (UEFA), which will see PepsiCo continue on as a UEFA partner till 2027. PepsiCo becomes the first UEFA Champions League (UCL) sponsor to renew its partnership for the next commercial cycle, which starts from the 2024/25 season and runs...

Former Ukrainian footballer Andriy Shevchenko stars in Gatorade’s latest Team Talk campaign video. Shevchenko joins the Gatorade team as a “Confidence Coach”. With recent data suggesting that teenagers suffer from a lack of self-esteem which directly affects their participation in grassroot sports, Shevchenko joins the Gatorade team to inspire the upcoming players at the Gatorade...

Sports merchandise retailer Fanatics has inked a new deal with LaLiga, signing a manufacturing and distribution agreement that will see the launch of a new official online LaLiga store later in the summer, before the 2023-24 season gets underway.  Fans will be able to purchase officially-licensed training apparel and shirts from the league’s first- and...

English professional football club Liverpool FC (LFC) and Mondel?z International’s chocolate confectionery brand Cadbury have announced an extension of their collaboration for additional three years. As part of the new agreement, the two parties will continue to support local people and businesses. Cadbury will continue to help the community and LFC supporters as part of...

The Indian Super League (ISL) is on the verge of completing its ten-year run as India’s premier football tournament. Whether or not the league has been successful and is going in the right direction is a different discussion for a different time, however, as in this piece I would like to highlight certain brands that...

This article contains information regarding the official sponsors and partners of the Switzerland national football teams.

The English Football League (EFL) — comprising the second (Championship), third (League One) and fourth (League Two) tiers of professional football in England — and Leeds-based British gambling company Sky Bet have extended their sponsorship agreement for another five years. According to the renewed agreement, Sky Bet will continue to serve as the league’s three...

The largest brewer in the world, AB InBev, has renewed its nearly 40-year-old relationship with FIFA as the official beer sponsor of both the FIFA Women’s World Cup 2023 and the FIFA World Cup 2026.  Next month, the FIFA Women’s World Cup will make its debut in the southern hemisphere in Australia and Aotearoa New...

Saudi Arabian sports and events firm Sela has signed a shirt sponsorship agreement with English professional football club Newcastle United. The partnership will see Sela serve as Newcastle’s principal front-of-shirt sponsor starting next season. Saudi Arabia’s sovereign wealth, the Public Investment Fund (PIF), which has had the majority stake in Newcastle United FC since October...

This article contains information regarding the organisations enjoying a strong branding presence across Saudi Pro League club Al-Ittihad’s physical and digital assets as their sponsors. Strategic Sponsor  Jeddah Central Development Company  The Jeddah Central Development Company (JCDC) is the master developer of the Jeddah Central Project and a wholly-owned subsidiary of the Public Investment Fund (PIF)...