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Roger Hampel Image: Celtic FC Celtic FC has confirmed a new commercial partnership with Avant Water, appointing the company as the club’s Official Water Partner for the remainder of the 2025/26 season, with the agreement running through to 2028. The partnership applies across all Celtic squads and includes product supply, in-stadium sales and brand activations linked to matchdays and digital channels. Hydration Supply and Matchday Integration Celtic FC Under the terms of the

Roger Hampel Image: Inter Milan FC Internazionale Milano has confirmed a three-year commercial partnership with Coca-Cola, naming the group as the club’s Official Soft Drink Partner, with Powerade appointed as Official Sports Drink Partner. The agreement covers Inter’s men’s first team, Inter Women and Inter U23, extending the partnership across the club’s senior and development structures. Category Exclusivity and Matchday Integration Inter Milan Under the deal, Coca-Cola se

Roger Hampel Image: Leeds United Leeds United has received formal planning approval to expand Elland Road to a capacity of up to 53,000, marking a major infrastructure step for the club and positioning the stadium among the largest in English club football. The decision, granted by Leeds City Council’s Plans Panel, allows for the expansion of the West and North Stands, alongside targeted modifications to the South Stand. Enabling works are set to begin immediately, with major

Roger Hampel Image: FIFA FIFA has confirmed a new Preferred Platform agreement with TikTok covering the FIFA World Cup 2026, marking the first time FIFA has designated a single social platform with this status for a men’s World Cup. The partnership, which runs until the end of 2026, expands FIFA’s digital distribution strategy as the tournament prepares to scale to 48 teams across the United States, Canada and Mexico. A New Distribution Model for World Cup Content FIFA Under

Roger Hampel Image: FIFA FIFA and Lenovo have outlined a package of AI-driven technologies scheduled for deployment ahead of the FIFA World Cup 2026, with a focus on officiating support, team analytics and broadcast presentation. The technologies were presented at Lenovo Tech World 2026 in Las Vegas and form part of FIFA’s broader digital strategy for the 2023–2027 cycle. The rollout coincides with the expansion of the tournament to 48 teams across the United States, Canada a

Roger Hampel Image: Real Betis Real Betis Balompié has taken part in a new national advertising campaign launched by Trainline, the club’s official partner and an independent platform for booking train and coach tickets. The campaign is being rolled out across major national broadcasters in Spain, including Movistar and DAZN, extending Trainline’s visibility beyond digital channels into mainstream television. Media Activation Real Betis The advertising spot features first-tea

Roger Hampel Image: FC Bayern FC Bayern Munich has confirmed a multi-year commercial partnership with ERL Immobiliengruppe, appointing the Bavaria-based property developer as the club’s first Official Real Estate Partner. The agreement adds a new category to FC Bayern’s commercial portfolio and reflects a growing trend of top clubs working with real estate and infrastructure companies beyond traditional sponsorship sectors. Real Estate Joins FC Bayern’s Partner Portfolio Unde

Roger Hampel Image: LALIGA LALIGA has outlined the first concrete outcomes of its artificial intelligence strategy, presenting an internal operating model built around AI agents and employee training in computational thinking after completing a pilot programme during the 2024/25 season. The initiative follows the AI roadmap announced in November and the league’s collaboration with Globant, and is positioned as an organisational transformation rather than a standalone technolo

Roger Hampel Image: Burnley FC Burnley FC has selected three technology startups for the inaugural cohort of its newly established Innovation Hub, marking a formal step toward embedding early-stage innovation into the club’s operations and wider ownership ecosystem. The selection follows a competitive application process that attracted more than 200 companies globally, with finalists pitching their solutions during a virtual Pitch Day hosted from Turf Moor. The judging panel

Roger Hampel Image: LaLiga LALIGA has confirmed an expanded commercial agreement with OSHEE that will see the hydration brand become an official partner of LALIGA competitions across 43 European markets from 1 January 2026. The extension builds on an existing relationship and materially increases the geographic scope of the partnership, shifting it from selected national activations to a pan-European commercial rollout. Partnership Scales From National Activations to Pan-Euro

Roger Hampel Image: Liverpool FC Liverpool FC has confirmed a new global commercial partnership with Tommy Hilfiger, marking the fashion label’s first entry into club-level football sponsorship. The agreement positions Tommy Hilfiger as a style partner across Liverpool FC’s men’s and women’s teams, as well as selected coaching and backroom staff, extending the club’s commercial footprint further into the fashion and lifestyle sector. Activation Across Men’s and Women’s Teams

Roger Hampel Image: FC Schalke 04 FC Schalke 04 has confirmed the early repayment of two loans guaranteed by the state of North Rhine-Westphalia (NRW), using proceeds from its recently issued 2025–2030 corporate bond with a total volume of €90 million. The move follows the club’s stated refinancing plan and reduces secured liabilities linked to state guarantees, a step Schalke has positioned as central to improving medium-term financial stability. Refinancing Enables Early Lo

Roger Hampel Image: Hamilton Academical FC Hamilton Academical FC ( Scottish League One - 3rd tier)  has confirmed the completion of a majority takeover by Morley Sports Management Group (MSM Group), with the new owners acquiring 97.5% of the club’s shares from outgoing shareholder Seref Zengin. Board Changes Confirmed Following Takeover Hamilton Academical As part of the ownership transition, Hamilton Academical announced several board-level appointments: • Rob Edwards and N

Roger Hampel Image: Olympique de Marseille Olympique de Marseille and PUMA have unveiled a limited-edition jersey collection timed with the Africa Cup of Nations, using apparel as a vehicle to reflect Marseille’s multicultural identity and its deep links to African football cultures. Branded under the concept “Marseille c’est nous”, the initiative sits at the intersection of merchandising, cultural representation and event-based activation, rather than a traditional performan

Roger Hampel Image: Rangers FC Rangers FC has confirmed that Pipeline Energy Solutions will become the club’s back-of-shirt lower sponsor for the remainder of the 2025/26 season. Scope of the Partnership Rangers FC The agreement marks the return of Pipeline Energy Solutions as an official partner of Rangers FC and applies to both the men’s and women’s first-team playing kits for the remainder of the 2025/26 season. The sponsorship covers the back-of-shirt lower position and i

Roger Hampel Image: Atlético Mineiro Atlético Mineiro is reportedly exploring an unconventional post-career arrangement with Hulk, as uncertainty grows around the player’s future and potential departure ahead of the 2026 season. According to Canal do Frossard, Atlético Mineiro has designed a long-term transition project for Hulk that goes beyond a standard contract renewal, combining legacy-building, media rights, and potential equity participation in the club’s SAF structure

Roger Hampel Image: Sergio Ramos Sevilla FC could be heading toward a significant shift in ownership structure, with Sergio Ramos emerging as a central figure in renewed takeover discussions. According to Deportes COPE Sevilla, a new negotiation window has opened after talks with a U.S.-based investment fund reportedly stalled. The development marks a potential turning point in a sale process that has been ongoing for months, with ownership discussions now entering a new phas

Roger Hampel Image: AFC Ajax AFC Ajax has entered into a multi-year partnership with Dutch nutrition company Vitakruid, appointing the brand as the club’s Official Nutrition Supplier from January 1, 2026, through at least the 2027/28 season. The agreement covers the supply of a broad range of nutritional supplements for Ajax’s professional teams, including products developed specifically for the club’s performance requirements. Nutrition as a Performance Infrastructure Asset

Roger Hampel Image: Paris Saint-Germain Paris Saint-Germain has confirmed a multi-year commercial partnership with BEYOND Developments, naming the UAE-based real estate company as its new Premium Sleeve Partner until 2029. The BEYOND logo will appear on PSG’s playing kit starting with the club’s next domestic fixture against Paris FC on Sunday, 4 January. The agreement adds another Middle East–based brand to PSG’s commercial portfolio, reinforcing the club’s positioning at th

Roger Hampel Image: Olympique de Marseille Olympique de Marseille has announced a new official partnership with CHABRAND, appointing the Marseille-based brand as an Official Partner of the club’s men’s first team. The agreement brings together two organisations with strong local roots and reflects OM’s continued focus on regionally anchored partnerships that combine brand identity, lifestyle positioning and community engagement. A Territory-Driven Partnership Model Olympique