Marketing & Sponsorship
Juventus FC names Nexen Tire official tyre partner

Juventus have announces the partnership with NEXEN TIRE, a global tire manufacturer.
A partnership that was born from NEXEN TIRE’s strong desire to collaborate with Juventus, which has always been considered an excellence of Italian football. and desired by both parties for the common ambition of wanting to excel in their respective fields of expertise: for Nexen it represents a step forward in sports marketing activities, with the aim of increasing brand awareness and fan involvement football in Europe. Passion, success and a huge following of fans are the key ingredients of a collaboration that provides great visibility for NEXEN TIRE, both physically, during Juventus matches, and online, thanks to activations on the Club’s digital channels.
Furthermore, the partnership grants NEXEN TIRE access to unique hospitality experiences with customers and consumers in unique and memorable ways – activities that will create strong opportunities to forge lasting connections and strengthen brand loyalty.
The partnership was launched in early July at the Allianz Stadium, during an event attended by senior representatives of both companies. This historic date marks the beginning of an exciting journey
“We are delighted to announce our partnership with Juventus, a club known for having the largest fan base in Italy,” said DC Kim, NEXEN TIRE Vice President of Marketing and Sales Europe. “This collaboration fits perfectly into our strategic plans to expand into the European market, especially with the upcoming launch of the second phase of the European plant expansion this year. The collaboration with Juventus offers great opportunities and will increase the awareness of the NEXEN TIRE brand throughout the continent».
“We are thrilled to welcome NEXEN TIRE as our official tire partner” – said Tiziana Di Gioia, Chief Commercial Officer of Juventus -. “Their global reputation for producing high quality tires aligns perfectly with our ambition for excellence. We are pleased to welcome NEXEN to the Juventus family as the official tire category sponsor”.

Marketing & Sponsorship
Özil Helps Umraniyespor Land DBE Holding Shirt Sponsor

Turkey’s Umraniyespor has signed a one-year back of jersey sponsorship with DBE Holding for the 2025–2026 season.
Speaking at the signing ceremony, Umraniyespor President Ömür Aydın said that the deal was made possible with the help of former German international Mesut Özil who is now at the club and who assisted both parties in the negotiations.
“As we begin our season preparations, we are going through a period when clubs need sponsorship support the most. We are delighted to have signed a significant sponsorship agreement with DBE Holding, who has made a great sacrifice for us and has stepped up to the plate,” said Aydın.
“I would especially like to thank Mesut Özil, who has served as a bridge in this collaboration and brought us together. I have personally observed that he has big dreams and goals for Turkish football and its youth. I hope this agreement will be beneficial for both parties.”
A DBE Holdings statement said: “With its sustainability vision and strong business partnerships, DBE Holding continues to grow every day, taking its support for sports and youth one step further. For the 2025-2026 season, DBE Holding signed a back-of-jersey sponsorship agreement with Ümraniyespor, which includes one of the world’s prominent football figures, Mesut Özil.
“This partnership goes beyond a sponsorship deal; it is a testament to our belief in creating value, contributing to society, and the unifying power of sports. As DBE Holding, we are proud to inspire the athletes who compete on the field and the fans who support them.”
Insideworldfootball.com
Marketing & Sponsorship
Betano Boosts Denmark Presence, Sponsors 3F Superliga

Betano has expanded its sponsorship footprint in Denmark from a club base to becoming the official betting partner of the country’s top tier 3F Superliga from the start of the 2025/26 season on July 18.
Betano is already the main partner and shirt sponsor of Danish Superliga club Brøndby IF, as well as the official betting partner of a number of other Danish clubs.
The Kaizen Gaming brand was also a sponsor of Euro 2024, UEFA’s Europa and Conference Leagues as well as shirt sponsor of Premier League Aston Villa and Argentina’s River Plate. Betano launched in Denmark in 2024.
“We are very pleased to welcome Betano as the official betting partner of the 3F Superliga. Betano has become a major player in both international and Danish football – and with their strong focus on responsible gaming, they can contribute positively and professionally to the growth of Danish football” says Claus Thomsen, CEO of the Danish League Association (Divisionsforeningen).
No value was given for the one-year deal.
“We are proud to enter into this new partnership with the 3F Superliga – a league that is at the heart of the Danish football culture. Denmark has a long and proud tradition with passionate fans and clubs with deep local roots,” said Julio Iglesias, chief commercial officer of Kaizen Gaming.
“We see this partnership as an opportunity for us to contribute positively to that entire ecosystem – reaching beyond the Danish clubs we are already collaborating with. At Betano, we are committed to offering responsible, engaging sports experiences, and we look forward to working with the Danish League Association.”
Insideworldfootball.com
Marketing & Sponsorship
Man City Seals Record £1bn Kit Deal

Manchester City have extended their kit partnership with Puma for at least another 10 years, with the contract understood to be worth a minimum of £1bn, making it the largest deal in the Premier League.
City initially signed a £65m-a-year deal with the German kit manufacturer in 2019 but the parties have agreed an extension until at least 2035, worth a record £100m a year to the club.
That figure surpasses the £90m deal signed by rivals Manchester United with Adidas in 2023, while champions Liverpool will also be with the same manufacturer from this season after agreeing a reported, external £60m a season.
City have enjoyed an unprecedented period of success since 2019, claiming four Premier League titles as well as the Treble two years ago, but finished last season without a major trophy.
Commercially, the two parties have achieved club record sales globally, according to City.
City Football Group (CFG) chief executive Ferran Soriano said: “We joined forces with Puma with the ambition to challenge ourselves and go beyond the expectations. We have achieved this and more over the last six seasons.
“Puma have seamlessly integrated into our organisation, and we have enjoyed many historic moments together, engaging fans globally.”
Bbc.com
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