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.

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.

Crystal Palace have confirmed Temporal as their new main shirt sponsor. The open-source AI and enterprise technology platform will take over from NET88 on the front of the club's shirts starting in the 2026-27 season under a multi-year agreement.

The deal sees Temporal's branding appear on both the men's and academy team kits. It will also involve support for community programmes through the Palace for Life Foundation, including workshops in computer science and AI for young people in South London.

The announcement follows Crystal Palace's successful campaign that included an FA Cup win and European qualification. Temporal powers reliable software systems for major organisations like OpenAI and Netflix.

What do you think of Crystal Palace's new sponsor? Let us know in the comments.

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.

Dutch telecommunications company Ziggo has announced it will step down as the main shirt sponsor of Ajax following the conclusion of the 2026-27 season. This decision will bring an end to a long-standing partnership that first began in January 2015, marking a 12.5-year run on the front of the iconic Amsterdam kits.

VodafoneZiggo stated that the decision not to extend the current agreement stems from a strategic shift to focus on new brand initiatives and partnerships outside of football. The current deal, which is reportedly valued at around €10 million to €12 million per year, leaves a significant commercial spot to fill on the Ajax jersey.

Ajax is now actively searching for a replacement main sponsor to take over the front-of-shirt rights starting from the 2027-28 season. Fans will see the familiar Ziggo logo on the club's shirts for one final campaign before a new era begins for the Dutch giants.

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.

Grimsby Town Football Club has officially announced a multi-year partnership with Italian sportswear brand Lotto Sport, who will become the club's official kit supplier starting from the 2026-27 season. Lotto replaces Umbro, whose kits were supplied to the club in collaboration with Kitlocker.

The announcement has been met with a positive reaction from fans, many of whom fondly remember the club's previous stint with Lotto kits in the late 1990s.

While no official images of the new 2026-27 kits have been released yet, supporters are eagerly anticipating the unveiling of the new designs.

Scottish Premiership club Hibernian FC have officially announced a multi-year, record-breaking partnership with Reebok, who will become the club's Official Technical Partner starting from the 2026-27 season. The new agreement sees Reebok replace Joma as the club's kit maker.

While exact financial details of the deal have not been disclosed, fans are already eagerly anticipating the reveal of the first Reebok kits ahead of the new campaign.

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.