Sponsorship

Galatasaray has reached an agreement to continue its shirt sponsorship partnership with Turkish furniture brand Alfemo for the 26-27 season. The brand, which operates under the Zeren Group, will once again occupy the side panel and underarm sponsor spot on the club's domestic Süper Lig match shirts.

The partnership first started midway through the 25-26 campaign following an initial agreement signed in February 2026. After exploring options over the summer, the two parties have decided to extend the collaboration for the new season, with an official announcement expected from the club in the coming days.

FC Barcelona and Spotify are set to continue their iconic El Clásico tradition with another massive cultural crossover. American rapper, producer, and fashion designer Tyler, The Creator has emerged as the frontrunner to take over the front of the Blaugrana jersey for the upcoming clash against Real Madrid scheduled for October 25, 2026. Negotiations between all parties are reportedly at an advanced stage, with only final details left to be ironed out before an official announcement.

Rather than showcasing standard artist branding or a direct album motif, the special-edition shirt is expected to display the word "GOLF", representing Tyler's renowned streetwear label GOLF WANG. Known for his eclectic aesthetic, distinct visual identity, and influential style, the multifaceted artist brings immense cultural clout across music, fashion, and streetwear, aligning directly with Spotify and Barcelona's ongoing push into global pop culture.

If finalized, Tyler, The Creator will become the latest star to grace Barcelona's shirt during Spain's biggest fixture. The club's landmark deal with Spotify has previously featured matchday jersey takeovers from Drake, Rosalía, The Rolling Stones, Karol G, Coldplay, Travis Scott, Ed Sheeran, and Olivia Rodrigo

As with past editions, a limited-edition retail release is expected alongside the on-pitch debut.

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.

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.

Speculation surfaced online suggesting that Newcastle United were in discussions with kit supplier Adidas regarding a potential stadium sponsorship deal for St James' Park. The German sportswear brand already has a major presence across the stadium following the launch of their lucrative kit partnership, featuring branding across the stands and stadium facilities.

However, reports linking Adidas to an official stadium sponsorship deal have been swiftly shot down. According to Telegraph journalist Luke Edwards, Newcastle United are not in talks with the three stripes brand over stadium naming or presenting rights, with club sources strongly denying any Adidas involvement in such negotiations.

While Adidas is ruled out, Newcastle are actively in preliminary talks with other international commercial partners for a stadium sponsorship agreement. The club's commercial leadership aims to drive substantial revenue growth in the coming years while maintaining the historic St James' Park name alongside any prospective sponsor.

Newcastle United have officially announced a multi-year extension of their commercial partnership with BetMGM. The renewed agreement sees the operator, part of the LeoVegas Group, continue in its role as the Magpies' Official UK and European Betting Partner heading into the 26-27 season and beyond.

The collaboration first started in 2023 alongside BetMGM's launch in the UK market, following an earlier renewal in 2024. Over the past three seasons, the relationship has established a major presence on matchdays at St. James' Park, focusing primarily on fan engagement and digital activations rather than kit branding.

As part of the extended deal, Newcastle and BetMGM confirmed the return of the popular BetMGM Half-Time Challenge. The activation offers supporters attending home fixtures the opportunity to take to the pitch at the break and compete for prizes, including a trip to Las Vegas.

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.

Following latest reports from Argentine kit expert Marca de Gol, various Argentine clubs are expected to change kit supplier for the upcoming 2027 season.

Notably, four top flight sides could already be on their way to partner with local brand Atomik: Vélez Sársfield, Atlético Talleres, Gimnasia La Plata and Atlético Tucumán. On the other hand, Italian brand Givova are seemingly losing two teams - Gimnasia as mentioned above and Atlético Unión to Fiume Sports.

Which of these supplier change do you look forward the most? Let us know in the comments.

Corinthians, Palmeiras, São Paulo and Santos have joined forces with the São Paulo Football Federation (FPF) and other Brazilian football bodies to push back against possible restrictions on betting, warning that major changes could have a serious financial impact on the sport.

The reaction comes as the Brazilian government prepares a possible executive order to ban online casino operations, while further restrictions on sports betting are still being discussed. Clubs are concerned that tighter rules could put existing sponsorship deals and an important source of football revenue at risk.

And the numbers show why. 13 of the 20 Série A clubs currently have a betting company as their main shirt sponsor, with the combined value of these deals estimated at more than R$1 billion per season. Flamengo (Betano), Fluminense (Superbet), Botafogo (Vbet), Palmeiras (Sportingbet), Corinthians (Esportes da Sorte), São Paulo (Superbet)...

The debate comes as major European leagues have moved in the opposite direction. Italy introduced a broad ban on gambling advertising and sponsorship in 2018, while Spain introduced strict restrictions covering betting advertising and shirt sponsorships from the 2021-22 season. In England, Premier League clubs agreed to remove gambling sponsors from the front of matchday shirts from the 2026-27 season, although other forms of gambling partnerships remain possible.

What do you think of Brazilian clubs pushing back against possible betting restrictions? Let us know your thoughts in the comments below.

Adidas has submitted a formal, binding proposal to Santos FC to become the Brazilian club's new official kit supplier. The German brand is offering a six-year agreement that would see the Three Stripes return to the Vila Belmiro club for the first time since the 1980s. Santos had previously been in advanced renewal negotiations with long-term partner Umbro, but Adidas' aggressive move has drastically altered the club's plans. Huge thanks to Mantos do Futebol for the image.

The proposal tabled by Adidas is understood to be considerably more lucrative than Umbro's current contract, which pays a minimum annual guarantee of R$ 2.5 million in addition to equipment and royalties. A major cornerstone of the Adidas bid is global distribution, with the brand pledging to stock official Santos merchandise in roughly 120 flagship and concept stores worldwide across Brazil, Europe, the United States, and Asia. The project could also pave the way for international collaborations involving the Pelé brand.

Umbro has been notified of the proposal and holds a contractual window allowing them to match the terms. If the British manufacturer cannot meet the financial and distribution scope of the offer, Santos is widely expected to sign with Adidas. The partnership is projected to commence in 2028 following the expiration of Umbro's deal in December 2027, although an earlier start in 2027 has not been entirely ruled out if an early release agreement can be reached.

FC Barcelona and Spotify are set to continue their iconic El Clásico tradition with another massive cultural crossover. American rapper, producer, and fashion designer Tyler, The Creator has emerged as the frontrunner to take over the front of the Blaugrana jersey for the upcoming clash against Real Madrid scheduled for October 25, 2026. Negotiations between all parties are reportedly at an advanced stage, with only final details left to be ironed out before an official announcement.

Rather than showcasing standard artist branding or a direct album motif, the special-edition shirt is expected to display the word "GOLF", representing Tyler's renowned streetwear label GOLF WANG. Known for his eclectic aesthetic, distinct visual identity, and influential style, the multifaceted artist brings immense cultural clout across music, fashion, and streetwear, aligning directly with Spotify and Barcelona's ongoing push into global pop culture.

If finalized, Tyler, The Creator will become the latest star to grace Barcelona's shirt during Spain's biggest fixture. The club's landmark deal with Spotify has previously featured matchday jersey takeovers from Drake, Rosalía, The Rolling Stones, Karol G, Coldplay, Travis Scott, Ed Sheeran, and Olivia Rodrigo

As with past editions, a limited-edition retail release is expected alongside the on-pitch debut.

Following latest reports from Argentine kit expert Marca de Gol, various Argentine clubs are expected to change kit supplier for the upcoming 2027 season.

Notably, four top flight sides could already be on their way to partner with local brand Atomik: Vélez Sársfield, Atlético Talleres, Gimnasia La Plata and Atlético Tucumán. On the other hand, Italian brand Givova are seemingly losing two teams - Gimnasia as mentioned above and Atlético Unión to Fiume Sports.

Which of these supplier change do you look forward the most? Let us know in the comments.

Adidas has submitted a formal, binding proposal to Santos FC to become the Brazilian club's new official kit supplier. The German brand is offering a six-year agreement that would see the Three Stripes return to the Vila Belmiro club for the first time since the 1980s. Santos had previously been in advanced renewal negotiations with long-term partner Umbro, but Adidas' aggressive move has drastically altered the club's plans. Huge thanks to Mantos do Futebol for the image.

The proposal tabled by Adidas is understood to be considerably more lucrative than Umbro's current contract, which pays a minimum annual guarantee of R$ 2.5 million in addition to equipment and royalties. A major cornerstone of the Adidas bid is global distribution, with the brand pledging to stock official Santos merchandise in roughly 120 flagship and concept stores worldwide across Brazil, Europe, the United States, and Asia. The project could also pave the way for international collaborations involving the Pelé brand.

Umbro has been notified of the proposal and holds a contractual window allowing them to match the terms. If the British manufacturer cannot meet the financial and distribution scope of the offer, Santos is widely expected to sign with Adidas. The partnership is projected to commence in 2028 following the expiration of Umbro's deal in December 2027, although an earlier start in 2027 has not been entirely ruled out if an early release agreement can be reached.

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.

AS Roma will take the pitch with a special one-off shirt sponsor for their UEFA Champions League fixture against Fenerbahce in Istanbul. Instead of their regular primary partner Eurobet.live, the Giallorossi's home kit features the United Nations World Food Programme logo alongside the message "Together for Nepal" and the flag of Nepal across the chest.

The adjustment is required due to strict advertising regulations in Turkey that prohibit gambling and betting brands. Rather than taking to the field with a blank shirt, Roma collaborated with WFP to spotlight the ongoing humanitarian emergency in Nepal, where devastating floods and landslides have left approximately 43,000 people in need of urgent relief.

Following the match, the 26-27 match-worn jerseys will be auctioned off, with all proceeds directed to the World Food Programme's emergency operations. Supporters are also able to contribute directly through a dedicated challenge within the UN's ShareTheMeal app.

Manchester United have announced that the Manchester United Foundation logo will feature on the back of their shirts throughout the 26-27 UEFA Champions League campaign, marking the first time the charity's branding has appeared on the club's European kits. Positioned on the lower back beneath the squad numbers, the logo is used across the home, away, and third kits in European competition and is also available for fans to add to replica shirts at the Old Trafford Megastore, with net proceeds directly supporting the Foundation's youth and community programmes across Greater Manchester.

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.

FC Barcelona is set to introduce a new back-of-shirt sponsor starting from the 27-28 season, having reached an agreement with UAE-based real estate firm Ohana Development. The collaboration centers around a luxury residential complex in Dubai featuring Barça-branded facilities and stores, with the developer's branding placed directly beneath the player numbers on the lower back of the first-team kits.

The initial phase of the partnership spans three seasons, running from 27-28 through 29-30, generating approximately €10 million per year for a total of €30 million. Ohana's logo will only appear during domestic competitions, including La Liga, the Copa del Rey, and the Supercopa de España. In UEFA Champions League fixtures, the Fundació Barça emblem will remain on the back of the shirt, following its full domestic and European presence throughout the 26-27 campaign.

After the initial three-year kit sponsorship concluded, the agreement transitions into a long-term licensing deal lasting over two decades, during which Ohana will pay around €1 million annually to utilize the club's intellectual property in the Dubai development. Before the contract takes effect, the partnership must be submitted for approval by club delegates at Barcelona's Ordinary General Assembly on September 19, 2026, in compliance with club statutes regarding jersey advertising.