Ahead of the 2026-27 campaign, several of Europe's most prominent soccer sides are entering into new or renewed commercial partnerships to bolster their portfolios.
Bayern Munich, the defending champions of German soccer’s elite Bundesliga, have extended their commercial partnership with home appliance brand Miele on a multi-year basis.
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This partnership has run through the past six seasons, and will now continue through the 2028-29 campaign.
Miele will retain prominent branding presence on matchdays at the club’s 75,000-capacity Allianz Stadium, including the Miele Lounge hospitality offering.
Focused on Miele’s range of indoor and outdoor cooking products, the company will also continue to receive branding presence on Bayern’s social media and digital channels, and the pair will collaborate with Bayern on physical activations, hospitality and experiential offerings, and other fan engagement activities.
Over the six years of the deal, the two companies have collaborated on co-branded products and brand campaigns utilizing Bayern players.
Meanwhile, in the English Premier League, Brentford FC has extended its partnership with igaming firm HollywoodBets, formerly the club’s principal partner, for another five-year term.
HollywoodBets has been the club’s partner since the 2020-21 season, when it was the back-of-shirt sponsor, before elevating its role to front-of-shirt sponsor upon ascension to the Premier League in 2021-22.
The front-of-shirt deal is coming to an end, with Premier League rules now banning clubs from placing betting brands on the front of their shirts as of 2026-27, but HollywoodBets will continue to support the team through the 2030-31 season.
This renewal includes the use of Brentford players for promotional campaigns, as well as continued branding presence on matchdays at the club’s 17,25-seater Brentford Community Stadium, and renewed hospitality rights for the venue.
Grassroots charity initiatives such as supporting the Brentford FC Community Sports Trust (through the firm’s Hollywood Foundation) will also be a key component of the renewal.
Extending the deal by five years will take the pair’s partnership to over a decade in length.
In Dutch soccer, recent Johan Cruijff Shield winners AZ Alkmaar have added a new official business partner in the form of HappyBed.
Last year’s KNVB Cup winners, the club has parlayed their success in that competition and the triumph over league winners PSV in the Dutch Super Cup competition into a wide-ranging partnership with the bed manufacturer.
This will manifest at AZ Alkmaar’s AFAS Training Complex, currently undergoing renovations, where HappyBed will outfit 22 new rest rooms at the center with its own beds.
HappyBed co-founder Sierd Zijlstra said: “This is a great step for us in our ambition to serve a larger share of the sleep market with innovative products.”
