A quartet of European soccer sides – Napoli, of Italy's Serie A, as well as three teams from Spain's LaLiga – have been active commercially over the last few days.
Napoli, last season's Serie A winners, have brought in technology and IT giant Google as a partner in a new deal, focusing on the Google Gemini and Google Pixel brands.
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The LaLiga deals, meanwhile, involve Getafe, Villareal, and Real Betis.
Through tie-ups unveiled earlier this week, Google Pixel and Google Gemini become the Neapolitan club's official AI and smartphone partners, respectively.
The tie-up between Napoli and those Google brands will focus on "combining official club content, digital activations, and initiatives dedicated to supporters."
The ultimate aim is to develop new content to engage the club's fanbase, which it is attempting to globalize off the back of last season's title triumph.
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By GlobalDataTommaso Bianchini, general director for business at Napoli, has commented: "Over the years, Napoli has become a benchmark for innovative activations alongside iconic global brands, and this agreement further strengthens the value of our international partner network. The collaboration focuses on engaging our global fanbase."
Napoli currently sit third in the 20-team Serie A, two points behind leaders Inter Milan, and also won the Italian Supercup earlier this week, beating Bologna 2-0 in the final in Saudi Arabia.
In Spain, Getafe have renewed their main, front-of-shirt sponsorship agreement with the Tecnocasa Group, for another three seasons.
The last deal between the two parties was unveiled in November 2023, and covers through until the end of the ongoing 2025-26 season. GlobalData Sport valued that deal at the equivalent of $2.75 million per season.
Now, the extension will take it up to the conclusion of the 2028-29 LaLiga campaign.
Getafe currently sit 11th in the 20-team LaLiga table, after 17 games.
Elsewhere in LaLiga, Villareal and ceramics firm Sicer have extended their partnership.
The deal, unveiled late last week, sees Sicer continue as a partner of Villareal – currently enjoying an excellent on-pitch LaLiga campaign – for the remainder of 2025-26.
Late October saw Villareal – sitting third in LaLiga at the time of writing – announce the renewal of their partnership with cryptocurrency iCasino brand Playbet.
That firm will continue as the coastal club's regional partner across Europe.
Finally, Real Betis have struck a deal with local tailoring brand Derby 1951.
A tie-up unveiled late last week entails that Seville-based firm becoming the club's official formalwear supplier for the men's Real Betis first time.
Derby 1951 will, therefore, dress the players, coaching staff, and management, for "official events requiring formal attire."
Ramón Alarcón, Real Betis' chief executive, has commented: "We are talking about one of the most emblematic tailors in Seville and an example of personalized service, elegance, and a very distinctive identity."
In terms of the main Real Betis commercial partners, the men's team has Hummel as its kit supplier, and Gree – an air conditioning unit manufacturer – as its main front-of-shirt sponsor.
