Sponsorship News

Fanatics agrees 10-year manufacturer deal with NHL

Sports outfitter Fanatics has signed a 10-year deal with the National Hockey League (NHL) to become its jersey manufacturer, replacing its predecessor Adidas.  Commencing from the 2024-25 season onwards, the e-commerce platform’s branding will be displayed on NHL jerseys and...

Giuoco Calcio selects Esselunga as newest sponsor signing

Italy’s National Football Team has signed a new sponsorship deal with retail store chain Esselunga. The Federazione Italiana Giuoco Calcio (FIGS) announced its new premium partner at the Centro Tecnico Federale in Coverciano. According to the agreement, Esselunga will provide...

Kevin De Bruyne inks endorsement deal with McDonalds

Manchester City’s Kevin De Bruyne has signed an endorsement deal with McDonalds, which will see the Belgian midfielder appear in various marketing campaigns in his home nation.  De Bruyne, alongside his wife Michele Lacroix, will also become a part of...

Atlético Madrid bags new official sponsorship with AVIS deal

Spanish football club Atlético Madrid has attracted a new sponsor for the next three seasons of LaLiga after signing with rent-a-car firm AVIS.  According to the club, the collaboration will focus on creating “innovative initiatives” tailored for both AVIS customers...

TikTok and MLS sign brand-boosting partnership deal

Social media platform TikTok has become the latest media content partner of the MLS in a deal that will see both brands receiving fueling each other’s exposure.  While no financial details have been publicly revealed, some of the conditions that...

Caliente scores with Mexico’s El Tricolor ahead of the 2026 World Cup

Calipay-owned Caliente.mx has become a ‘key commercial partner’ of Mexican football after the brand signed its biggest sponsorship deal yet.  The partnership was announced at a press conference held at the Mexican Football Federation’s (FMF) headquarters in Toluca, where it...