Matthew Glendinning

Football
Technology

TGI Sport has struck its first virtual advertising technology agreement with South Korea’s K League and expects another major deal to follow in the region.
Football
Sponsorship & Marketing

German telco Deutsche Telekom has beaten off a challenge from airline carrier Emirates to clinch the front-of-shirt rights to German Bundesliga champions Bayern Munich from the 2027-28 season.
Football
Sponsorship & Marketing

Juventus has returned to the cryptocurrency exchange sector to fill one of its most valuable assets - branding rights on the shirt sleeve of the Italian club’s men’s team.
Football
Sponsorship & Marketing

Premier League club Tottenham Hotspur has begun legal proceedings against Ineos over the early termination of the British multinational’s five-year sponsorship deal.
Football
Sponsorship & Marketing

West Ham United has signed a new front-of-shirt sponsorship deal with BoyleSports for the final season in which betting sponsors are allowed to brand Premier League clubs’ main shirt assets.
Football
Sponsorship & Marketing

The Atlanta World Cup Host Committee has announced its first set of Host City Supporters with just one year to go until the 2026 World Cup in North America
Football
Sponsorship & Marketing

Danish football’s lower-tier leagues have sold their title sponsorship rights to the Malta-based betting group Soft2Bet to promote two of the operator’s betting brands, Betinia and CampoBet.
Football
Sponsorship & Marketing

Organic beverage brand Yerba Madre, formerly known as Guayaki Yerba Mate, has signed as an official partner of the 2025 Concacaf Gold Cup, hosted in the US and Canada
Winter Sports
Sponsorship & Marketing

Italian tyre brand Pirelli has signed a domestic sponsor of the Milan-Cortina Olympic and Paralympic Winter Games in 2026
Football
Sponsorship & Marketing

Saudi sovereign wealth fund PIF has become the latest organisation to sign as an official partner of the Fifa Club World Cup, which kicks off in the US, June 14