Stella Artois replaces Heineken on the Champions League

Stella Artois replaces Heineken on the Champions League

AB InBev has named Stella Artois as the brand on its UEFA club competition deal, which covers the Champions League, Europa League and Conference League from 2027/28 and runs for six seasons, through 2032/33. AB InBev won the rights last year. Heineken group brands have been tied to the Champions League since 1994. Neither UEFA nor AB InBev has disclosed the fee, which has been reported at around €200 million per year.

From

2027/28

Through

2032/33

Fee

Not disclosed

Premier League shirt money rises eight per cent to £444m after the gambling ban

Front-of-shirt sponsorship across the 20 Premier League clubs has risen eight per cent to £444m this season, according to Ampere Analysis research reported by City A.M. Eight clubs replaced gambling brands under the league's voluntary ban. Ampere puts what the ban cost the clubs at £67m, against £75m from the sponsors who replaced them.

Shirt income

£444m

Lost to the ban

£67m

From new sponsors

£75m

MSC Cruises buys the naming rights of three 2027 Grands Prix

MSC Cruises will be title sponsor of the Belgian, Turkish and Portuguese Grands Prix in 2027, its second consecutive year as a race title sponsor. It already holds a global Formula 1 partnership, first signed in 2022 and running through to 2030. No fee was disclosed.

Races

3

Global deal runs to

2030

Messi's hotel brand takes front of shirt of the Spanish club he just acquired

CD Eldense has signed MiM Hotels by Meliá, Lionel Messi's hotel brand, as its main shirt sponsor, days after Messi signed to buy the Spanish club, according to 2Playbook. The new shirt was first worn against Eibar. No fee was disclosed.

Jersey Mike's takes the EFL Trophy on a five-year deal

Jersey Mike's, the American sandwich chain, is the new headline sponsor of the EFL Trophy in a five-year deal that runs through the end of the 2030-31 season. It replaces Vertu, formerly Bristol Street Motors, whose agreement ended after the 2025/26 campaign. Inside World Football gives no fee; Yahoo Sports reports the deal as worth £5 million.

Length

5 years

Through

2030-31

Nespresso signs five seasons as the official coffee of Espai Barça

FC Barcelona and Nespresso have signed a five-season partnership that makes Nespresso the Official Coffee of Espai Barça, the club's stadium redevelopment. Its presence at Spotify Camp Nou will start in the VIP areas. No fee was disclosed.

Length

5 seasons

TMGM extends with Chelsea for a fourth year and adds the Middle East

TMGM, Chelsea's official online forex and CFD trading partner since 2023, has extended the partnership into a fourth year and added the Middle East to its Asia-Pacific rights. Neither the fee nor the new length was disclosed.

Comerica Park becomes Fifth Third Park because the bank changed hands

The Detroit Tigers' ballpark will be called Fifth Third Park from next season, following Fifth Third Bank's merger with Comerica Bank. Comerica's naming rights deal was extended in 2018 to run through 2034. No fee was disclosed.

New name from

2027

Deal runs through

2034

Uline replaces Motorola on the Bucks' jersey

Uline, the packaging company based in Kenosha County, Wisconsin, will put its logo on every Milwaukee Bucks jersey in the 2026-27 season, taking over from Motorola. Uline has sponsored the Bucks since 2013, and this is its first uniform patch agreement. No fee was disclosed.

American Airlines becomes a founding partner of Inter Miami's Nu Stadium

American Airlines is Inter Miami CF's first official airline partner and a founding partner of Nu Stadium and Miami Freedom Park. It also takes the name of the stadium's West Club, which becomes the American Lounge. The club calls the deal multi-year. No fee was disclosed.

The NFL adds a flag football showcase to Super Bowl week

The NFL and TMRW Sports, the company Tiger Woods and Rory McIlroy founded with Mike McCarley, will stage an annual Pro Flag Showcase to open Super Bowl LXI week in Los Angeles. It features players from the professional flag football league now in development, with Pro Bowl honorees, Hall of Famers and legends as advocates.

The Nairobi Marathon raises a record Sh273 million in sponsorship

The 2026 Standard Chartered Nairobi Marathon has secured a record Sh273 million in combined sponsorship. Standard Chartered, the title sponsor, has committed Sh130 million, and other partners Sh143 million in cash and in-kind support.

Total

Sh273m

Standard Chartered

Sh130m

Other partners

Sh143m

adidas returns as Santos' kit supplier from 2028

Santos and adidas have agreed a deal for adidas to supply the club's kit from the 2028 season. Umbro's contract with the club runs to the end of 2027. It will be adidas's third spell making Santos' kit. No fee was disclosed.