Germany's TSG Hoffenheim has extended its long-running shirt sponsorship deal with multinational software company SAP until 2030.
The five-year renewal will also see SAP continue as sleeve sponsor of the Hoffenheim women's team and chest sponsor of the academy teams.
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SAP and Hoffenheim first partnered in June 2013 and renewed their partnership twice – in 2016 and 2020. The current contract was due to expire at the end of this season.
English Premier League soccer club Brentford has announced new sponsorship deals with UK online car retailer Cazoo and The Nero Group coffee chain.
Cazoo, which makes a return to sports sponsorship, will serve as the official automotive marketplace sponsor of the West London-based side.
The agreement expands a relationship between Brentford car dealership Motors, which acquired Cazoo in 2024. Motors will now use the Cazoo brand to activate the sponsorship.
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By GlobalDataCazoo will deliver matchday activations at Gtech Community Stadium, including in-stadium media placements, as well as having access to Brentford players to create exclusive social media campaigns.
Meanwhile, The Nero Group has been brought in as the club's official coffee partner, with its products to be made available on matchdays and at conferences and events at the team's stadium.
The partnership, the company's first in sports, will also include branding on in-stadium digital platforms and marketing campaigns.
Spanish LaLiga outfit Osasuna has unveiled Crypto Fund Trader as its back-of-shorts sponsor for the remainder of the season and the 2025-26 campaign.
The Swiss platform's branding debuted on the back of the men's first team shorts in the team's 2-0 win against Atlético Madrid last night (May 15).
The two parties will also collaborate on fan engagement initiatives throughout the partnership, including projects related to training and digital innovation.
Elsewhere in Spain, Real Sociedad has partnered with local real estate services company Areizaga through the 2025-26 season.
The San Sebastián-based firm has become the Basque club's official real estate agency for the purchase and sale of properties in the city.
Through this agreement, Real Sociedad will have exclusive access to the homes and commercial premises that Areizaga markets in the city. Additionally, Areizaga will have a prominent presence at the Reale Arena stadium, with advertising on the LED premier boards during first-team matches.
French outfit AS Monaco has renewed its sponsorship deal with French furniture and decoration brand Roche Bobois for two additional seasons.
The new deal, running until 2027, will see the company continue to operate an exclusive VIP space at the team's Stade Louis II stadium. For next season, Cuir Center, one of the Roche Bobois group's brands, will also equip the Honor by Zondacrypto lounge.
The extension prolongs a partnership initially started in 2023.
