Ahead of next month’s flagship FIFA World Cup, national soccer governing bodies are continuing to secure commercial deals covering their participating men’s teams.
The United States Soccer Federation (US Soccer) has announced luxury fashion house Hugo Boss as the official business wear provider for its men’s team.
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Under the agreement, the team’s 26 players and their head coach, Mauricio Pochettino, will be outfitted in Hugo Boss suits, with the wider assortment of new items to include a relaxed overshirt with patch pockets and an unconstructed jacket, each paired with wide-leg trousers.
Each garment worn by the team will feature the embroidered national team crest; however, the consumer versions will be released via Boss stores, selected wholesale partners, and online without the insignia.
James Foster, senior vice president of global marketing at Hugo Boss, said: “As the U.S. men's national soccer team steps on the global stage, we want the players to feel empowered the moment they arrive. Looking sharp. Feeling confident. Ready to represent their country with pride.
“These looks are designed to reflect that mindset and give players a presence that commands attention.”
The new partnership comes weeks before the tournament, which will be played across the US, Mexico, and Canada from June 11 to July 19.
Meanwhile, Spain’s national governing body, the RFEF, has secured Chinese coffee chain Lukin Coffee as an official regional partner of the Spanish men’s national team in China.
The partnership includes campaigns and activation aimed at increasing the Spanish team’s fanbase in China.
The new deal comes a day after the RFEF announced Spanish fashion brand Loewe as a sponsor for the next four years, with the company to supply Spain's men's and women's sides with full travel wardrobes during upcoming events, including the 2026 and 2030 FIFA World Cups, with the latter edition to be co-hosted by Spain.
In March, the RFEF and telecommunications giant Telefonica announced a sponsorship deal until December 2030.
Spain’s World Cup campaign will see the team play Cape Verde, Saudi Arabia, and Uruguay in their group-stage fixtures.
Elsewhere in Europe, the Portuguese Football Federation has announced Chinese automaker Changan Automobile as an official global partner of the men’s national soccer team as part of a “long-term strategic partnership”.
As part of the partnership, Changan will focus on promoting its advanced New Energy Vehicle (NEV) lineup—including the Changan Nevo Q05, Changan Deepal models, and the premium intelligent Avatr vehicles (the Luxury SUV Avatr 11 and Futuristic Luxury Gran Coupe Avatr 12).
Mi Mengdong, vice president of Changan Automobile, said: “In football, staying ‘in the game’ means total commitment – to every tackle, every second of concentration, and every precise pass.
“For Changan, it means continuous investment, relentless innovation, and standing firmly with our users. The Portuguese team has spent a century defining resilience. Changan has spent 45 years proving the power of long-termism. This is not sponsorship – it is true resonance.”
Portugal’s national team sits in Group K alongside Congo, Uzbekistan, and Colombia.
