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.

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.

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.

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.

Paris Saint-Germain and main sponsor Qatar Airways have unveiled their fifth consecutive Pink October initiative to support breast cancer awareness and patient care. For the campaign, PSG's 26-27 home kit features the iconic pink ribbon placed underneath the Qatar Airways logo, complete with a pink gradient effect and matching pink player names and numbers on the back. The men's squad will wear the special shirt during their Ligue 1 clash against Olympique Lyonnais on October 25 at the Parc des Princes, following appearances by the women's team against OL Lyonnes on October 17 and the handball side on October 10. Match-worn shirts from these fixtures will be auctioned off to raise funds for the AP-HP Sorbonne Université hospital network.

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.

Grêmio Foot-Ball Porto Alegrense have officially announced Pitaco as their new principal front-of-shirt sponsor. The three-year agreement sees the Brazilian sports platform take over the prime central chest position on the club's New Balance jerseys. This long-awaited deal ends a vacancy of roughly ten months for the Tricolor Gaúcho's main shirt sponsor slot following the early termination of their previous deal with Alfa Bet in late 2025.

Originally established as a fantasy sports company before expanding into regulated sports betting under the international Draftea group, Pitaco will feature across Grêmio's kits through 2029. The partnership is reportedly valued between 40 million and 46 million Brazilian Real per year (around 8 million USD/year) , totaling around 140 million Real across the entire three-year period, placing Grêmio's uniform among the five most valuable commercial shirts in Brazilian football.

The white Pitaco logo and wordmark sit directly across the middle of the iconic blue, black, and white striped kit, joining existing partners such as Banrisul, Coral, and Havan. Grêmio are scheduled to debut the newly branded shirts immediately in upcoming Campeonato Brasileiro matches.

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.

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.

Grêmio Foot-Ball Porto Alegrense have officially announced Pitaco as their new principal front-of-shirt sponsor. The three-year agreement sees the Brazilian sports platform take over the prime central chest position on the club's New Balance jerseys. This long-awaited deal ends a vacancy of roughly ten months for the Tricolor Gaúcho's main shirt sponsor slot following the early termination of their previous deal with Alfa Bet in late 2025.

Originally established as a fantasy sports company before expanding into regulated sports betting under the international Draftea group, Pitaco will feature across Grêmio's kits through 2029. The partnership is reportedly valued between 40 million and 46 million Brazilian Real per year (around 8 million USD/year) , totaling around 140 million Real across the entire three-year period, placing Grêmio's uniform among the five most valuable commercial shirts in Brazilian football.

The white Pitaco logo and wordmark sit directly across the middle of the iconic blue, black, and white striped kit, joining existing partners such as Banrisul, Coral, and Havan. Grêmio are scheduled to debut the newly branded shirts immediately in upcoming Campeonato Brasileiro matches.

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.