Sponsorship

Vitória Sport Clube has officially announced a new five-year technical sponsorship deal with Hummel, beginning with the 2026-27 season. The Danish sportswear brand will supply the Portuguese club's match kits, training gear, and lifestyle apparel until the end of the 2030-31 campaign. This agreement brings an end to Vitória SC's decade-long partnership with Macron, who had been the club's kit maker since the 2016-17 season.

The club described the new agreement as a "return to the past to project into the future," referencing Hummel's previous stint as Vitória SC's kit supplier during 1992-92.

Update - Tuesday, June 23, 2026: Following our publication, Rexona contacted us to provide additional context on the activation.

According to Ben Curtis, Global Brand Vice President for Rexona at Unilever, the sponsorship is intended to highlight fourth officials, who "may not always be the focus of attention but are at the centre of some of football's most intense and anticipated moments," as part of Rexona's "It Won't Let You Down" campaign during the FIFA World Cup 2026. "They need to remain cool and calm under pressure - That's exactly why this partnership is such a natural fit for Rexona."

The 2026 World Cup referee shirts feature one of the most amusing and strategic sponsorship placements seen in football. Deodorant brand Rexona has their logo positioned directly under the armpits of the match officials' jerseys, creating a highly contextual advertising opportunity.

The Rexona logo remains largely hidden during regular play but becomes clearly visible whenever a referee raises their arms to signal a free kick, award a penalty, or issue a card. This placement perfectly matches the deodorant product being advertised, resulting in a memorable piece of marketing on the sport's biggest stage.

While this specific placement has caught the attention of fans during the 2026 tournament, it is not entirely unprecedented. A similar concept was previously executed in Brazil, where Avanço deodorant sponsored the armpits of Corinthians. However, Rexona's execution at a World Cup brings the clever concept to a massive global audience.

German 3. Liga side Rot-Weiss Essen has announced an expanded partnership with soft drink brand HOLY for the 2026-27 season.

Having served as an official partner during the previous campaign, the brand will now see its logo prominently displayed on the chest of the first team's warm-up and training kits.

While this development increases the sponsor's visibility within the club environment, fans and local media note that the highly anticipated announcement of Rot-Weiss Essen's new main match kit sponsor is still expected to take place later this month.

German 3. Liga side Rot-Weiss Essen has announced an expanded partnership with soft drink brand HOLY for the 2026-27 season.

Having served as an official partner during the previous campaign, the brand will now see its logo prominently displayed on the chest of the first team's warm-up and training kits.

While this development increases the sponsor's visibility within the club environment, fans and local media note that the highly anticipated announcement of Rot-Weiss Essen's new main match kit sponsor is still expected to take place later this month.

Stevenage FC has officially announced a new kit partnership with Puma, marking the brand's return to the club after more than a decade. The deal brings an end to Stevenage's nine-year association with Macron, who had been producing the team's kits since 2017. Puma previously supplied Stevenage's kits during a two-year stint from 2011 to 2013.

The club confirmed that the first release under the new deal, the Stevenage 2026-27 home kit, will be officially unveiled on July 1 at 5 PM.

Spanish La Liga club Deportivo Alavés has officially announced a long-term technical sponsorship deal with Italian sportswear brand Macron, effective from the 2026-27 season.

Negotiated through Grupo Baskonia-Alavés, the multi-club partnership covers both the football team and the associated basketball club, Saski Baskonia. Under the agreement, Macron will supply match kits, training apparel, and leisurewear for the first teams, women's teams, and youth academies across both organizations. Macron replaces Puma, which had served as the official kit supplier for Deportivo Alavés for four seasons since the 2022-23 campaign.

The Italian brand has stated that the unique identity and culture of the Basque Country will be a central source of inspiration for the upcoming 2026-27 kit collections, aiming to combine technical innovation with a strong sense of local belonging.

Creative football apparel brand Ezeta has officially announced a new partnership with Portofino FC. Revealed today, the collaboration is set to feature a nautical theme inspired by the Italian Dolce Vita, highlighted by anchor and sea motifs.

Chelsea FC have officially announced a multi-year partnership with AI legal platform Legora, who become the club's Official Legal AI Partner starting from the 2026-27 season.

As part of the agreement, the Legora logo will feature on the sleeve of the training kits for Chelsea's men's, women's, and Academy teams.

Founded in 2023, Legora is an agentic AI operating system used for legal work, and this sponsorship marks another addition to the London club's expanding commercial and technological portfolio.

Update - Tuesday, June 23, 2026: Following our publication, Rexona contacted us to provide additional context on the activation.

According to Ben Curtis, Global Brand Vice President for Rexona at Unilever, the sponsorship is intended to highlight fourth officials, who "may not always be the focus of attention but are at the centre of some of football's most intense and anticipated moments," as part of Rexona's "It Won't Let You Down" campaign during the FIFA World Cup 2026. "They need to remain cool and calm under pressure - That's exactly why this partnership is such a natural fit for Rexona."

The 2026 World Cup referee shirts feature one of the most amusing and strategic sponsorship placements seen in football. Deodorant brand Rexona has their logo positioned directly under the armpits of the match officials' jerseys, creating a highly contextual advertising opportunity.

The Rexona logo remains largely hidden during regular play but becomes clearly visible whenever a referee raises their arms to signal a free kick, award a penalty, or issue a card. This placement perfectly matches the deodorant product being advertised, resulting in a memorable piece of marketing on the sport's biggest stage.

While this specific placement has caught the attention of fans during the 2026 tournament, it is not entirely unprecedented. A similar concept was previously executed in Brazil, where Avanço deodorant sponsored the armpits of Corinthians. However, Rexona's execution at a World Cup brings the clever concept to a massive global audience.

Indonesian club Persija Jakarta have officially announced a new kit partnership with Adidas. The announcement was made on June 22, 2026, coinciding with the 499th anniversary of the city of Jakarta. Adidas will replace Juara as the club's official apparel partner, taking over the production of all kits and training gear starting from the upcoming 2026-27 season.

Persija's move to a major global brand like Adidas is seen as a significant upgrade and a new chapter for the club. Further details regarding the official launch date of the 2026-27 kits are expected to be revealed in the coming weeks.

The Royal Belgian Football Association and Adidas have officially announced the extension of their kit partnership. The new agreement ensures that the Three Stripes will continue to supply match kits, training wear, and lifestyle gear for all Belgian national teams until 2034.

Adidas and Belgium have been working together in their current stint since the 2014-15 season. This long-term extension means Adidas will remain the technical sponsor for the Red Devils through several upcoming major international tournaments, including the 2030 and 2034 World Cups, as well as the 2028 and 2032 European Championships.

The official announcement was shared via the Belgian Red Devils' social media channels, confirming the continuation of the collaboration. While the financial details of the extended contract have not been disclosed, the deal solidifies Adidas's position as a key long-term partner for the Belgian national teams.