Sponsorship

Santos FC and Adidas have officially confirmed a major agreement that will see the German sportswear giant become the club's official kit supplier starting in the 2028 season. The six-year partnership, running through 2033, marks the third collaboration between both parties following previous stints in 1980–1981 and 1984–1988. Long-time partner Umbro will continue to manufacture the team's kits until its current contract expires at the end of 2027, with Santos opting for Adidas due to expanded global marketing, superior commercial terms, and international distribution across approximately 120 Adidas flagship stores across the Americas, Europe, and Asia.

Inter Miami CF have officially announced a multi-year partnership with American Airlines, naming the carrier the club's first-ever Official Airline Partner. Under the extensive agreement, American Airlines becomes an Official Partner of Inter Miami as well as a Founding Partner of both Nu Stadium and the broader Miami Freedom Park district.

As part of the deal, the premium hospitality West Club inside the new venue will be rebranded as the American Lounge. Covering more than 14,500 square feet across the entire west stand and seating over 1,800 fans, the lounge will anchor the airline's presence on matchdays. The stadium site sits adjacent to Miami International Airport, which serves as American Airlines' third-largest hub.

The collaboration also introduces bespoke fan experiences through the carrier's AAdvantage loyalty program, offering members pitchside access for the second half of matches, away-game travel packages, and the ability to redeem miles for tickets and VIP experiences. The club will additionally host an annual American Airlines Theme Night, with the first celebration scheduled for October 14, 2026.

Borussia Dortmund have officially announced a multi-year partnership with Panasonic Heating & Cooling Solutions Europe. Brokered by sports marketing agency SPORTFIVE, the five-season agreement will run until 2031 and establishes Panasonic as an official partner of the Bundesliga side.

The collaboration centers around modernizing Borussia Dortmund's infrastructure and supporting the club's decarbonization targets. Under the agreement, Panasonic will equip various club facilities with energy-efficient heating, cooling, and heat pump systems through dedicated pilot projects, improving building efficiency across the club's properties.

Alongside the infrastructure upgrades, the agreement grants Panasonic visibility across BVB's commercial and matchday platforms. Both sides emphasized a shared commitment to long-term sustainability, combining technological innovation with environmental responsibility.

Sport Club Corinthians Paulista has officially announced e-commerce giant Shopee as its new main shirt sponsor for the remainder of the 2026 campaign. Despite initial fan concerns that Shopee's signature bright orange branding could clash with the club's strict black-and-white tradition, the company's emblem is rendered in monochrome black on the front of the kit. The agreement covers the final nine rounds of the Brasileirão, making its on-pitch debut during the Derby clash against Palmeiras after Corinthians parted ways with previous sponsor Esportes da Sorte due to the ban on betting sponsors in Brazil.

Real Madrid have announced a partnership with Uber Eats, confirming the food delivery platform as the club's official delivery partner in Spain. The agreement spans three seasons until June 2029, covering the 26-27 through 28-29 campaigns. As part of the broader deal, parent company Uber also joins as an official mobility partner, creating avenues for ridesharing and transportation solutions for fans around the Santiago Bernabéu.

The commercial agreement will feature Uber Eats branding across Real Madrid's digital platforms as well as in-stadium visibility during home fixtures. The partnership launched under the promotional slogan "Hunger has brought us here" ("El hambre nos ha traído hasta aquí"), celebrating the club's historic comebacks alongside culinary activations and fan experiences across Madrid.

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.

Paris Saint-Germain have officially announced a multi-year partnership with French cosmetics giant L'Oréal Groupe, making the company the club's official beauty partner through 2028. The agreement marks a landmark move for L'Oréal, representing the very first time in the group's history that it has entered into a formal partnership with a professional football club.

The collaboration will primarily showcase brands under the L'Oréal umbrella, led by Vichy Laboratoires, which becomes the official skincare and haircare partner of PSG's men's first team. As part of the technical aspect of the agreement, scientific teams from Vichy will collaborate on-site at the Campus PSG training center in Poissy, carrying out observational research on athlete skin and scalp health, well-being, and elite physical performance.

Alongside scientific research and performance monitoring, the partnership will include fan activations and dedicated experiences during matchdays at the Parc des Princes. Reported to be worth just under €5 million per year, the deal expands PSG's growing commercial portfolio with another globally recognized Parisian brand.

Brazilian club Vila Nova FC has officially announced Chinese electric vehicle giant BYD as its new primary front-of-shirt sponsor. Described by the club as the largest commercial partnership in its history, the agreement places the BYD logo prominently on the chest of the team's Volt Sport kits through the end of 2026, with an option to extend into 2027.

The sponsorship is executed in collaboration with Saga, an authorized dealership network representing BYD in Brazil, whose small logo appears directly underneath the main BYD mark. The automotive manufacturer replaces previous shirt sponsor Bet da Sorte, following a wave of regulatory restrictions on betting companies operating in Brazilian football.

Currently fighting at the top of the Campeonato Brasileiro Série B table and chasing promotion to the top flight, Vila Nova is set to debut the redesigned shirts immediately. The landmark agreement secures vital financial stability for the club's promotion push while expanding BYD's growing footprint across South American football.