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Roger Hampel Image: Ajax Ajax has signed a football development partnership with the Football Association of Indonesia (PSSI), extending the Dutch club’s international academy network into one of Asia’s largest football markets. Under the agreement, Ajax and PSSI will develop a nationwide programme for players and coaches across Indonesia, based on the Amsterdam club’s coaching philosophy and youth development methodology. A central part of the programme will be coach educati

Roger Hampel Image: Tottenham Hotspur Tottenham Hotspur and The Players Fund have launched Hotspur Labs, a venture programme for technology companies at Series A stage and beyond. Tottenham said it is the first programme of its kind at a Premier League club. Selected companies will be given access to the club to develop, validate and scale their products using relevant Tottenham assets. The programme will accept companies across multiple venture categories. Tottenham has not

Roger Hampel Image: CR Flamengo Maracana is expanding its premium hospitality model for the 2027 season with a new digital platform for managing private boxes, including a feature that will allow rights holders to monetise unused seats for individual matches. The Rio de Janeiro stadium, operated under the Fla-Flu management structure, will introduce the platform alongside the third consecutive edition of its electronic private-box auction. Rights for the 2027 season will be a

Roger Hampel Image: FC Bayern Munich FC Bayern Munich has signed a three-year global partnership with Wonderful, naming the enterprise artificial intelligence company the club’s Official Enterprise AI Partner as Bayern begins deploying AI agents across selected areas of its operations. The first implementation will focus on matchday fan services, where a Wonderful AI agent will support digital ticketing queries, including ticket access and user account issues. The technology

Roger Hampel Image: Manchester United Manchester United has signed a multi-year agreement with SumUp, naming the global fintech company its new Official Sleeve Partner across the club’s men’s, women’s and Academy teams. The partnership begins with United’s return to the UEFA Champions League on Thursday, when SumUp branding will appear on the sleeve of the playing shirt. The agreement covers all competitions and also includes matchday visibility at Old Trafford and the Progre

Roger Hampel Image: FC Schalke 04 FC Schalke 04 has signed Polish power generator and energy solutions manufacturer FOGO as a new Exclusive Partner, giving the family-owned company a football platform to support its expansion in Germany and other European markets. The initial agreement runs until June 30, 2028 and includes an option for an additional year, subject to Schalke avoiding relegation. For FOGO, the sponsorship forms part of a broader strategy to establish its brand

Roger Hampel Image: Unsplash/Sierra Alpha Juliet Liverpool FC has named Turkish Airlines as its new main club partner from June 1, 2027, ending a 17-year period in which Standard Chartered has occupied the club’s principal front-of-shirt sponsorship position. From the start of the 2027/28 season, Turkish Airlines branding will appear on the front of Liverpool’s men’s, women’s and Academy match shirts. Standard Chartered, Liverpool’s main club partner since 2010, will remain o

Roger Hampel Image: Olympique de Marseille Olympique de Marseille has extended its partnership with D’Or et de Platine, the record label founded by Marseille rapper JuL, for a fifth consecutive season, adding the label to a new position on the club’s first-team shirt. The D’Or et de Platine logo now appears on the upper back of the OM jersey, above the players’ names. The branding made its debut during Marseille’s home match against Paris FC, played after the club announced t

Roger Hampel Image: Dominik Hofbauer Bundesliga Media is expanding its creator-led live match distribution in the UK and Ireland for the 2026/27 season, adding a YouTube channel led by Jamie Vardy and renewing its agreement with Mark Goldbridge's That's Football. Vardy's Jamie Vardy's Having a Party channel will broadcast seven Friday night Bundesliga matches live during the season, beginning with the opening fixture between Bayern Munich and VfB Stuttgart on August 28. Goldb

Roger Hampel Image: Liverpool FC Liverpool FC has launched a new global ecommerce platform as part of its wider digital transformation, timing the rollout alongside the release of its 2026/27 adidas third kit and a new lifestyle collection. The redesigned online store introduces greater personalisation, curated product recommendations, improved performance and a streamlined checkout across mobile and desktop. Liverpool Launches New Global Online Store Liverpool Liverpool desc

Roger Hampel Image: 1. FC Köln 1. FC Köln has signed a new partnership with Uber, combining sponsorship rights with a practical matchday mobility initiative around the club's home stadium. Uber becomes a new Geißbockpartner of the Bundesliga club, with the partnership centred on designated pick-up and drop-off zones for supporters using the mobility platform before and after home matches. The two organisations will also develop fan activations during the season, beginning wit

Roger Hampel Image: CF Estrela da Amadora Portuguese football club Estrela da Amadora has completed the sale of a 90% majority stake in its SAD to an international consortium led by ADvantage and LEAD, with the backing of KI Group and a group of strategic investors that includes several of European football's most recognisable players. Thomas Müller, Mats Hummels, Yann Sommer and Lucas Hernández are among the football-linked investors participating in the new ownership struct

Roger Hampel Image: FC Barcelona FC Barcelona has signed a three-season sponsorship agreement with EGYPTAIR, naming Egypt's national carrier a Global Partner of the club through the end of the 2028/29 season. Under the agreement, EGYPTAIR becomes the Exclusive Official Airline of Barcelona's men's first football team, basketball team and handball team. The partnership also includes a major shirt sponsorship asset, with the airline's logo set to appear on the front of the club

Roger Hampel Image: BVB Borussia Dortmund has expanded its international academy network with the opening of a new indoor facility for the BVB International Academy Korea in Suwon, South Korea. Located next to the Suwon World Cup Stadium, the academy includes three indoor football pitches, changing rooms, a gym, auditorium, café and office facilities, all developed around Borussia Dortmund's black-and-yellow identity. Around 100 young players currently train at the academy, w

Roger Hampel Image: Hannover 96 Hannover 96 has opened Gate 96, a permanent branded experience space at Hannover Airport, extending the club's physical presence to one of the city's main transport hubs. Located on the departures level between Terminals A and B, Gate 96 combines multimedia club content with elements designed to recreate a stadium atmosphere for passengers and airport visitors. Gate 96 Brings the Club Into the Airport Hannover The project forms part of Hannove

Roger Hampel Image: Widzew Lodz Widzew Lodz has entered into a three-year partnership with Borussia Dortmund, creating a broad cooperation programme covering first-team football, youth development, coaching, scouting, infrastructure, marketing and commercial activity. The agreement gives the Polish club direct access to Borussia Dortmund's academy expertise, including 60 days of on-site support from a BVB specialist in Lodz, academy training programmes in Dortmund and placeme

Roger Hampel Image: SuperMecz When Manchester United and AC Milan walked out in front of more than 43,000 supporters in Wroclaw, Poland this summer, one question kept coming back to me: Is Central and Eastern Europe still an underused pre-season market for Europe’s biggest football clubs? I was at the match, and the wider event looked increasingly like the type of international pre-season product we associate with destinations much further away from Europe's major football ma

Roger Hampel Image: Inter Milan International kit launches are nothing new in football. Clubs have long used pre-season tours, overseas events and major international moments to introduce new shirts to supporters around the world. But this summer, several launches caught my attention for a slightly different reason. The location was not simply where the shirt was unveiled. In some cases, elements of the product itself — or the campaign built around it — reflected the market i

Roger Hampel Image: Venezia FC Venezia FC has signed Chinese automotive group GWM as its Official Automotive Sponsor and Official Back Sponsor for the 2026/27 season, linking one of the club's most visible commercial assets with the carmaker's entry into the Italian market. Under the agreement, the GWM logo will appear on the back of Venezia's first-team match shirts across all official competitions, providing exposure throughout the club's return to Serie A. The timing gives

Roger Hampel Image: AFC Bournemouth AFC Bournemouth has published its 2026/27 Fan Engagement Plan, setting out a more structured approach to supporter consultation as the Premier League club enters what it describes as a pivotal period of growth. The plan centres on three priorities for the coming season: increasing the visibility and transparency of fan engagement, demonstrating how supporter feedback influences club projects, and strengthening representation and collaborati