Deals

Argentine club Newell's Old Boys has officially announced a new kit partnership with domestic sportswear brand Atomik. The four-year deal will officially begin in 2027, bringing an end to the club's current arrangement with Aifit, who has manufactured kits for the Rosario side since 2024.

According to the club, the partnership represents a significant financial and commercial step forward, delivering conditions described as vastly superior to historical agreements. In addition to supplying apparel for the team, Atomik will finance the construction of a brand-new official club store and a dedicated museum at Parque Independencia. The contract also features merchandise sales royalties, exclusive perks for club members, and performance bonuses tied to sporting objectives.

This agreement marks another significant move in Argentine football for Atomik, who already produces kits for San Lorenzo. With Newell's joining their roster, Atomik continues to expand its footprint in the top flight, with the club's first Atomik kits scheduled to debut ahead of the 2027 campaign.

Real Madrid has officially announced a new global partnership with AI cloud and data center company IREN. Under the agreement, the Nasdaq-listed firm becomes the club's Official AI Cloud Partner. The alliance marks IREN's first sponsorship foray into European soccer, with both parties set to collaborate on community initiatives, technological innovation, and digital transformation.

The partnership aligns with IREN's expanding operations across the continent, following its acquisition of Spanish data center developer Nostrum Group earlier this year to secure local power and infrastructure. Within Real Madrid's commercial hierarchy, IREN enters as a global club partner rather than a primary kit sponsor, joining the tier directly beneath primary partners Adidas, Emirates, and sleeve sponsor HP.

IREN has rapidly increased its footprint in the sports world throughout 2026. Prior to linking up with the Spanish giants, the firm secured a landmark jersey patch agreement with the NBA's Golden State Warriors starting in the 26-27 season, reported to be the most lucrative jersey patch deal in North American sports. While financial terms for the Real Madrid agreement were not disclosed, it highlights Madrid's ongoing strategy to align with major technological and digital infrastructure brands.

The Argentine Football Association (AFA) and the Liga Profesional de Fútbol (LPF) have officially announced electric vehicle manufacturer BYD as the league's new main sponsor. The deal grants the Chinese automotive giant extensive branding and commercial visibility across Argentina's top-flight division.

Under the partnership, BYD Argentina will roll out a variety of interactive activations and fan experiences throughout the season, including exclusive ticket giveaways, raffles, and stadium initiatives. The announcement arrives as BYD marks its first anniversary in the Argentine market, where it has quickly expanded its footprint in the new-energy vehicle sector.

The deal continues BYD's aggressive push into elite sports sponsorship worldwide. The brand already maintains prominent automotive partnerships across European football with clubs such as Manchester City, Paris Saint-Germain, and Inter Milan, with this latest agreement reinforcing its strategy to connect with football fans on a global scale.

Spanish sportswear brand Kelme has officially announced a partnership with DR Congo international forward Cédric Bakambu. The brand unveiled the collaboration with a promotional campaign highlighting the striker's power, speed, and goalscoring instinct while showcasing him in full Kelme apparel and football boots.

Bakambu, who recently moved to MLS side San Diego FC following his departure from Real Betis, had been testing Kelme gear in training sessions and boot trials over recent months, including a visit to the brand's facilities. The partnership officially cements the experienced striker as one of the leading faces for Kelme's current football boot roster.

In the official launch imagery, Bakambu is seen wearing Kelme's modern laceless speed boot silo in a clean white and mint green colorway with black logo accents. The deal marks another notable step in Kelme's continued push to expand its player visibility on the global football stage.

Newcastle United have officially announced a multi-year global partnership with Corpay, Inc., naming the company's Cross-Border business as the club's Official FX and Cross-Border Payments Partner.

The agreement is set to support Newcastle United's ongoing international commercial expansion and day-to-day operations. Corpay's platform enables secure transactions in over 145 currencies across more than 200 countries, helping the club manage currency risk and streamline its global cross-border payments.

The collaboration adds another notable name to Newcastle's growing commercial portfolio following recent corporate tie-ups. It also expands Corpay's footprint in top-flight English football, where the financial services company already holds an official FX partnership with fellow Premier League side Everton.

Chelsea FC has officially announced a new global partnership with Guangzhou Automobile Group (GAC), naming the Chinese manufacturer the Official Automotive Partner of the men's team. The agreement builds upon the club's pre-season tour collaboration earlier in 2026 and is reportedly worth up to £3 million annually.

Through the deal, GAC will showcase its electric vehicle line, AION, across Chelsea's platform. Electric models including the AION V SUV and AION UT hatchback will be featured in car displays, fan engagement events, digital activations, and will escort the men's squad to Stamford Bridge on selected matchdays. The official signing ceremony was completed at the 2026 Paris Motor Show with Chelsea legend Claude Makélélé in attendance.

The agreement marks another milestone in GAC's European expansion under its global strategy, having previously partnered with Spanish side Villarreal. It also finalizes Chelsea's tie-up in the automotive sector following prior negotiations with fellow Chinese manufacturer Chery International, which had previously held talks over a potential sleeve deal with the Blues.

Real Madrid has officially announced a new global partnership with AI cloud and data center company IREN. Under the agreement, the Nasdaq-listed firm becomes the club's Official AI Cloud Partner. The alliance marks IREN's first sponsorship foray into European soccer, with both parties set to collaborate on community initiatives, technological innovation, and digital transformation.

The partnership aligns with IREN's expanding operations across the continent, following its acquisition of Spanish data center developer Nostrum Group earlier this year to secure local power and infrastructure. Within Real Madrid's commercial hierarchy, IREN enters as a global club partner rather than a primary kit sponsor, joining the tier directly beneath primary partners Adidas, Emirates, and sleeve sponsor HP.

IREN has rapidly increased its footprint in the sports world throughout 2026. Prior to linking up with the Spanish giants, the firm secured a landmark jersey patch agreement with the NBA's Golden State Warriors starting in the 26-27 season, reported to be the most lucrative jersey patch deal in North American sports. While financial terms for the Real Madrid agreement were not disclosed, it highlights Madrid's ongoing strategy to align with major technological and digital infrastructure brands.

LaLiga side Athletic Club and Spanish airline Vueling have officially extended their sponsorship agreement until 2030. Having first teamed up with the Basque club in 2018, the low-cost carrier has elevated its status to a premium partner, securing prominent advertising space directly on the men's first-team match shirts for the next four seasons.

As part of the contract extension, the Vueling logo moves up from the front of the match shorts to the left sleeve of the playing jersey, while the right sleeve remains reserved for the competition badge. The newly badged shirt made its official on-pitch debut during Athletic's league match against Valencia at Mestalla. The partnership is highlighted by the campaign "Arrimar el hombro" (to lend a shoulder) and will also see an updated exterior design for the club's dedicated Vueling team aircraft.

Despite the long-standing commercial relationship, the application of the new sleeve sponsor has quickly drawn criticism from supporters. Placed inside a prominent circular badge on the upper left arm, many fans have voiced frustration over the oversized patch, arguing that its sheer scale looks overly intrusive and even rivals the club crest in visual weight.

LaLiga side Athletic Club and Spanish airline Vueling have officially extended their sponsorship agreement until 2030. Having first teamed up with the Basque club in 2018, the low-cost carrier has elevated its status to a premium partner, securing prominent advertising space directly on the men's first-team match shirts for the next four seasons.

As part of the contract extension, the Vueling logo moves up from the front of the match shorts to the left sleeve of the playing jersey, while the right sleeve remains reserved for the competition badge. The newly badged shirt made its official on-pitch debut during Athletic's league match against Valencia at Mestalla. The partnership is highlighted by the campaign "Arrimar el hombro" (to lend a shoulder) and will also see an updated exterior design for the club's dedicated Vueling team aircraft.

Despite the long-standing commercial relationship, the application of the new sleeve sponsor has quickly drawn criticism from supporters. Placed inside a prominent circular badge on the upper left arm, many fans have voiced frustration over the oversized patch, arguing that its sheer scale looks overly intrusive and even rivals the club crest in visual weight.

Argentine club Newell's Old Boys has officially announced a new kit partnership with domestic sportswear brand Atomik. The four-year deal will officially begin in 2027, bringing an end to the club's current arrangement with Aifit, who has manufactured kits for the Rosario side since 2024.

According to the club, the partnership represents a significant financial and commercial step forward, delivering conditions described as vastly superior to historical agreements. In addition to supplying apparel for the team, Atomik will finance the construction of a brand-new official club store and a dedicated museum at Parque Independencia. The contract also features merchandise sales royalties, exclusive perks for club members, and performance bonuses tied to sporting objectives.

This agreement marks another significant move in Argentine football for Atomik, who already produces kits for San Lorenzo. With Newell's joining their roster, Atomik continues to expand its footprint in the top flight, with the club's first Atomik kits scheduled to debut ahead of the 2027 campaign.

USL Championship side Orange County SC have officially confirmed that they will part ways with Danish sportswear brand Hummel at the end of the 2026 season. The split concludes a three-year partnership that began in January 2024, during which Hummel supplied the California club with match kits, lifestyle merchandise, and training apparel.

The collaboration proved to be one of the most creatively acclaimed partnerships in North American lower-league soccer. Throughout the three-year run, Hummel and OCSC released several popular designs that broke club merchandise sales records, including the County Roads shirt, the Owners kit, and the After Dark away jersey. The final 2026 collection also introduced The 34 home kit, which featured subtle geometric lines honoring the 34 cities of Orange County.

Orange County SC expressed their gratitude to Hummel for their creative thinking and shared vision over the last three seasons. The club has announced that a new technical kit partner will be unveiled in January 2027 ahead of the 2027 campaign.

Brazilian side Agremiação Sportiva Arapiraquense (ASA) has officially announced a new technical partnership with sportswear brand Junpe Uniformes. The deal will see the São Paulo-based company take over as the club's official kit supplier starting with the 2027 season, replacing previous manufacturer Tolledo Sports.

The partnership marks another significant expansion for Junpe across Brazilian football. Founded in 2018 in Bernardino de Campos, the manufacturer has quickly built a strong presence in the domestic market, providing kits for roughly thirty clubs, including Alagoas rivals CSA as well as teams such as Brusque, São Bento, and Santo André.

ASA and Junpe are expected to present the club's new match kit and training collection ahead of the 2027 campaign, in which the Alvinegro will compete in the Campeonato Alagoano and national tournaments.

Sunderland AFC have announced a new multi-year agreement with Shuffle, naming the centralized crypto casino and sports betting platform as the club's Official Sleeve Partner. The Shuffle branding will make its on-pitch debut on the first-team kits starting this weekend.

The deal replaces LiveScore Bet, who served as Sunderland's sleeve sponsor during the 25-26 season. While Premier League regulations prohibit front-of-shirt gambling sponsorships starting in the 26-27 campaign, betting and casino brands remain permitted to feature on shirt sleeves.

Shuffle's logo will be displayed on the sleeve of Sunderland's kits throughout the multi-year partnership, providing global visibility for the platform as the Black Cats continue to overhaul their commercial lineup.

Manchester United have claimed the top spot in the Premier League sleeve sponsorship rankings for the 26-27 season following their multi-year agreement with global fintech firm SumUp. Worth a record-breaking £22 million per season, the partnership surpasses United's previous £20 million annual contract with DXC Technology. The SumUp branding will appear across the playing kits of the men's, women's, and academy sides in all competitions. Big thanks to @Lu_Class_.

The new agreement pushes Manchester United ahead of neighbors Manchester City, whose sleeve deal with cryptocurrency exchange OKX brings in £20 million per year. Arsenal follow closely in third place after securing an £18 million-a-year contract with payroll and HR platform Deel. Liverpool and Tottenham Hotspur both collect £15 million annually from their respective partnerships with Expedia and Kraken.

Further down the table, Newcastle United sit on £7.5 million per season with Noon, while Everton and Aston Villa generate £6 million annually from Stake and Betano. Chelsea remain the only notable high-profile side yet to announce a primary sleeve sponsor for the 26-27 campaign.