Football Australia, soccer’s governing body in the country, has struck a new multi-year tie-up with car manufacturer Isuzu UTE Australia (IUA).
The agreement sees IUA named the official automotive partner of Australia’s national teams, covering the men’s women’s, youth-category, and para-soccer squads.
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This partnership will center around the promotion of the Isuzu D-MAX and MU-X models, which will feature throughout the national team soccer calendar, with in-person activations and digital content included.
This three-year partnership will see Australia through the 2026 men’s and 2027 women’s FIFA World Cups, ass well as the 2026 AFC Women’s Asian Cup, which Australia will host.
Isuzu is already the title sponsor of the domestic men’s and women’s top-flight A-Leagues, and it will remain as such through an extension agreed as part of this deal, maintaining and expanding its coverage of Australian soccer.
Elsewhere in global soccer, Italian giants Juventus have partnered with Dutch brewing giant Heineken, which has been named the club’s official beer partner.
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By GlobalDataThis multi-year partnership will see Heineken gain a presence inside the club’s 41,507-capacity Allianz stadium, including through both pouring rights and in-person activations, which will be most prominent at the Club Sivori hospitality section, which will host the Heineken Extra Time Experience.
Heineken has a strong history of European soccer partnerships, most prominently alongside the elite UEFA Champions League club competition, and now adds the 36-time Italian champions to its portfolio.
Juventus claim to be the most internationally supported Italian side, and have placed the ‘international appeal’ of both itself and Heineken as central to the partnership, with the club’s chief business offer Peter Silverstone stating: “Heineken's decision to partner with Juventus further reflects the strength and global positioning of our brand and our unrivalled position as the most globally supported Italian team.
“This collaboration also aims to further elevate the fan experience across all areas of the Allianz Stadium, a venue that records the highest occupancy rate in Serie A and delivers an excellent fan experience across the whole stadium.”
In Germany, meanwhile, top-flight Bundesliga side Freiburg have announced locally-based software company Lexware as its new front-of-shirt sponsor.
Lexware, part of the Haufe Group, has been a sponsor of Freiburg since 1999, and has gradually increased its commitment to the club over the years, most recently serving as sleeve sponsor since 2023-24, and the main sponsor of its youth academy since 2024-25.
This partnership will begin with the 2026-27 campaign, covering all Freiburg men’s and U23 team jerseys, alongside “comprehensive” sponsorship inventory during matchdays and on TV, as well as presenting rights on social media and digital channels, and activation rights.
Lexware will also expand its coverage of Frieburg’s women’s team, which it will now serve as a sleeve sponsor of.
