English soccer giants Manchester City have announced a new global partnership with e-commerce marketplace Trendyol.
The agreement will see the firm become the Premier League club’s official online marketplace partner.
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Through the partnership, Trendyol will work with Manchester City to create content and campaigns, in addition to having a presence across the club’s digital and social platforms, and branding at the Etihad Stadium.
Turkiye-based Trendyol has a strong presence in soccer domestically, as it serves as an official sponsor of the Turkish national teams and title sponsor of the top-flight Turkish Süper Lig and the First League.
The company was also an official partner of the UEFA Euro 2024 national teams tournament, in one of its most high-profile sponsorships.
Outside of soccer, Trendyol was an official sponsor of Euroleague Basketball’s season-ending Final Four for the past two years.
Meanwhile, German Bundesliga outfit Borussia Dortmund has partnered with beer brands Brinkhoff’s, Guinness, and DAB through at least 2031.
The deal with Brinkhoff’s is a renewal and will see the brand continue as the signature stadium beer at the team’s Signal Iduna Park.
The partnership with Dortmund has been in place since 2008.
Guinness and DAB are new additions to the club’s commercial portfolio ahead of the 2026-27 season, with their products to be served at home games.
For Guinness’ part, the iconic Irish brand is entering into a partnership with a German club for the first time.
Guinness and DAB will also engage in international activations and promotions.
Elsewhere, in Italy, AC Monza has unveiled DAZN Bet Club, the infotainment arm of the international sports streaming service, as its new shirt sponsor.
For the 2025–26 season, AC Monza did not have a primary front-of-shirt commercial brand sponsor on their jerseys, instead featuring partner branding – such as Ford – or clean space, while Pulsee Luce e Gas served as the back jersey sponsor, and Lotto Sport Italia was the team’s kit supplier.
DAZN Bet Club was this week also named as second-tier Serie B side Palermo’s official sleeve partner for this season.
Italian sides are forbidden from partnering with betting firms, which has led many of the country’s operators in that space to launch ‘infotainment’ brands, bearing near-identical iconography to that of their sportsbooks, through which to legally strike partnerships with Serie A teams and retain association with the clubs.
DAZN Bet Club, related to the company’s betting subsidiary, is one such operation.
Clubs in Italy are increasingly partnering with infotainment brands. This week, Fiorentina and Venezia announced deals with Bet365 Scores and PokerStarsNews, respectively. Last month, meanwhile, Juventus also signed up Bet365 Scores.
