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Roger Hampel From left: Federal Chancellor of the Federal Republic of Germany Friedrich Merz, Peer Naubert (CEO Bundesliga International), Benedikt Höwedes (Bundesliga Legend) and the President of the United Arab Emirates Mohamed bin Zayed Al Nahyan. Photo: Mohamed Al Hammadi/UAE Presidential Court Bundesliga has signed a Memorandum of Understanding (MoU) with the UAE Pro League, formalising a multi-dimensional partnership focused on youth development, technical expertise, br

Roger Hampel Image: Al Ahly FC Al Ahly FC has officially opened its first football academy in Riyadh, marking a strategic step in the club’s long-term plan to expand its youth development model beyond Egypt and strengthen its regional footprint in the Middle East. The launch represents Al Ahly’s first academy presence in Saudi Arabia, aligning the club with one of the fastest-growing sports markets globally and reinforcing its focus on grassroots and talent development as a c

Roger Hampel Image: Al Ahli Al Ahli has announced the extension of its strategic partnership with Cenomi Centers through 2031, reinforcing a long-term commercial relationship first established in December 2024. The extension reflects the performance of the partnership to date and underlines continued private-sector confidence in Al Ahli’s commercial platform. According to the club, the agreement forms a central component of its strategy to secure long-term financial stability

Salem Badughaish Image: AS Roma AS Roma has announced an official partnership with Gissah Perfumes, a Gulf-based fragrance brand, which will become the club’s Official Fragrance Partner. The agreement introduces a new lifestyle and licensing category into Roma’s commercial portfolio and marks Gissah’s first entry into football sponsorship. Fragrance as a Licensing and Brand Extension Category Under the agreement, Gissah will work with AS Roma on the creation of fragrances car

Roger Hampel Image: AFC Asian Football Confederation has appointed Visa as the Official Global Supporter of the AFC Asian Cup Saudi Arabia 2027 and the AFC U23 Asian Cup Saudi Arabia 2026, securing a category-defining payments partner for two of the Confederation’s flagship men’s competitions. The agreement places Visa at the centre of the AFC’s commercial and operational framework for the upcoming tournament cycle, spanning senior and U23 competitions hosted in Saudi Arabia,

Roger Hampel Image: Real Madrid Real Madrid has held a formal gathering with international supporters’ clubs in Jeddah, underlining the club’s ongoing engagement with its global fan base ahead of the Spanish Super Cup final. The event took place at the Jeddah Hilton and was attended by approximately 500 supporters, representing 26 officially recognised Real Madrid supporters’ clubs, as part of the club’s activities surrounding the final hosted in Saudi Arabia. Club-Led Fan En

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: NEOM SC NEOM Sports Club has entered into a new strategic agreement with Oxagon, appointing the NEOM-based industrial entity as an official partner through June 2026. Under the terms of the deal, Oxagon branding will appear on the front of NEOM SC’s first-team match shirts for both men’s and women’s teams, as well as on the club’s training apparel. The agreement positions Oxagon within the club’s commercial structure as an industrial partner, distinct from

Roger Hampel Image: NEOM SC NEOM Sports Club has announced a strategic partnership with SHG, appointing the company as its Exclusive Investment Partner for the next three seasons. The agreement extends beyond standard sponsorship inventory and positions SHG as a long-term commercial and investment stakeholder within NEOM SC’s sporting and community framework. Partnership Structure and Rights Allocation NEOM As part of the deal, SHG branding will appear prominently on the fron

Roger Hampel Photo Credit: Inter Milan Inter Milan has marked the first anniversary of Inter Academy Jeddah, using the occasion to reinforce its long-term grassroots and market development strategy in Saudi Arabia ahead of the Italian Super Cup semi-final in Riyadh. The anniversary activities took place on the eve of Inter’s Supercoppa Italiana match against Bologna, linking the club’s elite competition presence in the country with its youth development footprint on the groun

Roger Hampel Image: AC Milan AC Milan has announced the opening of a new AC Milan Academy in Jeddah, marking the club’s first permanent football development project in Saudi Arabia and a concrete step in its long-term international expansion strategy. The academy, set to begin operations in January 2026, represents a structural investment rather than a short-term commercial activation. It positions youth development as the entry point for AC Milan’s presence in a market that

Roger Hampel Image: FIFA FIFA and Coca-Cola will launch the next edition of the FIFA World Cup Trophy Tour by Coca-Cola on 3 January 2026, marking the start of a global activation programme ahead of the FIFA World Cup 2026 in Canada, Mexico and the United States. The tour will begin in Riyadh, Saudi Arabia, underlining the country’s growing role as a strategic market for global football activations and international sports events. A Global Activation Linked to the Expanded 20

Roger Hampel Image: Paris Saint-Germain Paris Saint-Germain and Visit Qatar have confirmed the renewal of their global partnership, extending the agreement through 2028 and reinforcing one of the longest-running destination marketing collaborations in European football. A Long-Term Destination Marketing Partnership Paris Saint-Germain Visit Qatar The renewal was announced in Doha during the official opening of Ici C’est Paris Park , a branded fan experience designed to showca

Roger Hampel Image: Inter Milan Inter has unveiled “One Rhythm”, a brand-led activation designed to accompany the club’s participation in the Italian Super Cup 2025, using music, fashion and cultural partnerships to reinforce its international positioning ahead of the tournament in Saudi Arabia. The project culminates in a special-edition jersey, which Inter will wear during the Super Cup semi-final against Bologna on 19 December. The shirt was officially revealed at the Soun

Roger Hampel Image: Al-Qadsiah Club Al-Qadsiah Club has announced a new partnership with Ouden Roastery & Café, naming the Khobar-based specialty coffee company the club’s Official Coffee Partner. The agreement expands the club’s commercial network in Saudi Arabia’s growing consumer and lifestyle sector, and reflects the broader trend of professional clubs in the region collaborating with local premium brands as part of their hospitality and matchday experience strategies. Th

Roger Hampel Image: AlUla Club AlUla Club has announced the signing of a strategic partnership agreement with Italian side Como 1907, marking another step in Saudi Arabia’s ongoing effort to strengthen global football ties and expand international cooperation across sporting, commercial and developmental areas. The agreement was signed in AlUla, with AlUla Club represented by its CEO Waleed Abdulrazzaq Muath, and Como 1907 represented by club president Mirwan Suwarso. A Cross

Roger Hampel Image: AC Milan AC Milan and Emirates have announced the renewal of one of the longest and most successful partnerships in global football. The airline will continue as the Official Airline Partner and Principal Partner of the Italian club, extending a relationship that began in 2007 and will now reach its 20th anniversary. Two Global Brands, One Shared Vision AC Milan Emirates Since its inception, the collaboration between AC Milan and Emirates has gone beyond t

Roger Hampel Image: Newcastle United Football Club Newcastle United Football Club has announced a new partnership with Visa, one of the...

Roger Hampel Image: Al Nassr Cristiano Ronaldo has become the first footballer to reach billionaire status, according to Bloomberg ,...

Roger Hampel Image: Sevilla FC Sevilla FC has announced a new commercial agreement with Aseer Time Group, an international juice and...