#6, 2025 ::: Record Sponsorships, New Leagues, UEFA's New Chapter, and more

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#1) NWSL’s Gotham FC signed a record back-of-jersey deal with Dove

Gotham FC secured a record-breaking sponsorship deal with Dove ( 联合利华 ) for the back of its jersey, marking a significant milestone for women's soccer in the U.S. This agreement highlights the growing interest of major brands in the NWSL.

#2) USL to Launch Top-Tier League to Rival MLS

The United Soccer League (USL) has been granted approval to create a new top-tier soccer league in the U.S., set to rival Major League Soccer (MLS). Slated for the 2027-28 season, this league will operate independently but hold the same status as MLS. The move aims to capitalize on the growing soccer interest following the 2026 World Cup, co-hosted by the U.S., Canada, and Mexico.

#3) UEFA's New Deal: Champions League Commercial Rights Shift to Relevent Sports Group

UEFA entered into exclusive negotiations with Relevent to commercialize the rights to its crown jewel, marking the end of its longstanding partnership with Team Marketing. This move can potentially reshape the landscape of European football's most prestigious competition.

USA

Lionel Messi appeared at the Super Bowl, showcasing his skills with an American football as part of an MLS marketing campaign.?

Apple TV became available on Android devices, making Major League Soccer (MLS) content more accessible. This move strengthens the league's digital presence and improves fan engagement.

The Royal Bank of Canada ( RBC ) has secured a sleeve sponsorship deal with MLS champions LA Galaxy , with its logo featured on the team’s jerseys. The bank also becomes a founding partner of the Galaxy’s home stadium. This strengthens RBC’s presence in the sports sector, particularly in the MLS.

UK

Chelsea signed Live Nation as its new sleeve sponsor, shifting focus to entertainment industry partnerships.

Manchester City took legal action against the Premier League's new sponsorship rules, arguing that the restrictions hindered its ability to secure commercial deals.

The Premier League maintained the value of its broadcasting rights in Malaysia under a new deal with Astro, with no price increase from the previous contract.

Everton FC is focusing on finding a stadium naming rights sponsor that aligns with its brand values, carefully assessing potential strategic partnerships.

Betting firm Stake exited the UK market, putting its sponsorship deals with British football clubs at risk.

The Premier League is maintaining its PSR (Profitability and Sustainability Rules) for the next season, despite expectations of changes. These rules limit clubs' losses to ￡105 million over three years. Discussions continue on potential future financial regulations, with implications for clubs like Manchester City Football Club .

FRANCE

LaLiga (LFP) and DAZN entered a legal dispute in Paris over broadcasting rights contract issues.

GERMANY

Bayer 04 Leverkusen signed a €7 million per year deal with 新百伦 to replace Castore as its kit supplier. The new partnership aims to boost the club's commercial presence with innovative designs and better global reach.

NETHERLANDS

The Eredivisie, the top flight of Dutch football, will earn an increase in the total revenue from international broadcast rights and betting video rights in the next cycle.

SAUDI ARABIA

Saudi Arabia announced that no alcohol will be sold at the 2034 World Cup, reinforcing its cultural policies for the tournament.

SERBIA

Sportklub was sold to Telekom Srbija in a €1.5 billion deal, impacting the regional sports broadcasting market.

OTHERS

FifPro partnered with Sports Data Labs to enable soccer players to monetize their performance data more effectively.

Cristiano Ronaldo topped the list of the highest-paid athletes, leading a group of sports stars earning over $100 million in 2025.

ScorePlay, a sports media management platform, raised its largest-ever funding round, backed by investors such as Alexis Ohanian and Giannis Antetokounmpo. The investment aimed to enhance the monetization of sports content.