Football news and archive

Reebok returning to football with Duśan Vlahović partnership

Reebok is counting on a long-term partnership with Serbian footballer Duśan Vlahović, who plays for Italian Serie A club Juventus, to “reclaim its position within team sport,” as football becomes a global focus this year with the FIFA World Cup 2026 taking place this summer in the US, Canada and Mexico. In a statement, Reebok, owned by Authentic...

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Adidas and Kings League extend global partnership to 2028 to continue shaping the future of sports entertainment

adidas and Kings League have extended their global commercial partnership, confirming the sports brand as the league’s Official Technical Partner through June 2028. adidas-Kings League is an alliance that is defining a bold new era for sports entertainment, delivering unexpected formats, compelling storytelling, and products that resonate with...

Fashion

American Eagle signs five-year deal with footballer Lamine Yamal

Fashion and lifestyle retailer American Eagle has tapped Spanish footballer Lamine Yamal as its new global ambassador as part of its continued investment in sports culture. American Eagle has signed a five-year deal with the FC Barcelona footballer, described by the brand as a “historic” move, marking its first multi-year partnership as it looks...

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Fashion

Liverpool FC names Tommy Hilfiger as official global partner

American premium fashion and lifestyle brand Tommy Hilfiger is getting into football (soccer), after being named the official global partner for English Premier League team Liverpool FC to showcase a new “modern expression of club dressing”. The move marks Tommy Hilfiger’s first football club partnership and will see the preppy American brand...

Retail

Fanatics to oversee FIFA World Cup 2026 retail

Sports platform Fanatics has confirmed that it has secured the license to manage on-site retail for the FIFA World Cup 2026. The company said it will manage the in-venue retail operations for 104 matches across 39 days throughout Canada, Mexico and the US. Alongside venue-based retail, Fanatics has further been tasked with establishing retail...

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Business

Umbro secures new licensing partners ahead of 2026 relaunch

Sportswear brand Umbro is moving closer to its 2026 relaunch. The Manchester label’s parent company, Iconix International, has announced a slew of new partnerships intended to grow its apparel offering across the US and Canada. Among them, Isaac Morris Ltd. has been named the brand’s exclusive apparel partner for the two regions, starting 2026....

Fashion

Hummel becomes clothing partner of Canadian Premier League

Hummel and the Canadian Premier League (CPL) have entered into a long-term partnership. The Danish sportswear brand will become the official clothing partner of the Canadian professional football league from next year, the parties announced on Thursday via Instagram. This means that Hummel will design custom kits for each club; produce official...

People

Arnault family appoints Veuve Clicquot CEO as Paris FC's managing director

Paris - The Arnault family, majority shareholder of Paris FC via its holding company Agache, has appointed the CEO of Veuve Clicquot Ponsardin (LVMH Group), Jean-Marc Gallot, as the football club's managing director. He will take up the position from October 1. The Ligue 1 club and the holding company announced the appointment in a statement on...

Fashion

Abercrombie & Fitch become official fashion partner of the Dallas Cowboys & Dallas Cowboys Cheerleaders

Abercrombie & Fitch has signed a new multi-year partnership with the Dallas Cowboys and the Dallas Cowboys Cheerleaders, becoming the official fashion partner for the American football team and cheerleading squad. The first partnership of its kind between Abercrombie & Fitch and the National Football League, the news comes just days after the...

Fashion

Boss named fashion partner for Tottenham Hotspur

German fashion brand Boss, part of the Hugo Boss group, is strengthening its connection to sport after being named the official fashion partner of Premier League football club Tottenham Hotspur for the 2025/26 season. The deal will see Boss dressing both the first team squad and coaching staff in Boss looks for selected games and “special...

Fashion

Modibodi named period-proof underwear sponsor of West Ham United Women

Leak-proof apparel and underwear brand Modibodi has been named the official back of shorts and period-proof underwear partner of West Ham United Women’s team. Described as a “groundbreaking partnership,” the move will see Modibodi becoming the first period-proof underwear brand to feature on-kit in women’s football, with its brand name appearing...

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Business

Puma remains kit supplier for Manchester City

German sportswear supplier Puma SE will continue to kit out the teams of English football club Manchester City in the coming years. Both parties announced on Tuesday that the partnership, which has existed since summer 2019, has been extended "long-term". Details of the term and financial conditions of the agreement were not disclosed. The...