With the 2025-26 European soccer season coming to a close, several clubs have struck partnership renewals as they look to shore up their commercial portfolios ahead of the next campaign.
English soccer heavyweights Liverpool have extended their commercial tie-up with IT firm Wasabi Technologies.
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As unveiled yesterday, the Merseyside club and Wasabi have struck a multi-year renewal of their existing deal, through which the company continues as Liverpool's cloud storage partner.
Wasabi will continue to work on the next phase of Liverpool's global content strategy, through which the club are looking to "move faster, scale smarter, and deliver more personalised fan experiences."
The content creation and publication process is what this new tie-up is aimed at enhancing.
The original tie-up between the two parties dates back to early 2022 and has been valued at $2.5 million annually.
Kate Theobald, Liverpool's commercial director, said: "We're delighted to renew our global partnership with Wasabi, whose technology helps LFC better connect with supporters around the world in new and meaningful ways.
"Their support has helped us extend the LFC brand into new audiences and communities, while reinforcing our position as a forward-thinking club that embraces innovation to enhance the fan experience."
In terms of significant recent Liverpool commercial activity so far in 2026, earlier this year, they signed up major US fashion brand Tommy Hilfiger as a global partner.
The Liverpool-Tommy Hilfiger deal covers the men's and women's first teams, as well as key backroom staff.
Liverpool's men's team endured a disappointing on-pitch 2025-26, finishing fifth in the Premier League after being crowned champions the year before.
Elsewhere, Inter Milan – champions of this season's Italian top-tier Serie A – have renewed their deal with blockchain-based fan engagement platform Socios.com.
That brand – owned by the blockchain provider Chiliz – first launched an Inter-specific 'fan token' in 2021, called the SINTER token.
The purchase of this fan token on Socios.com enables supporters to take part in fan polls around the overall experience at matches, thus providing their input to the club.
It also allows fans to secure tickets for matches, VIP experiences, autographed merchandise, and other exclusive opportunities (such as announcing the line-up to the home San Siro stadium pre-match).
Inter have claimed that the aforementioned fan token is owned by supporters in 107 countries.
Alexandre Dreyfus, Chiliz and Socios.com chief executive, commented: "Inter is one of the most iconic clubs in the world, and the continuation of this represents a natural step for us in Socios' consolidation strategy in the Italian market, one of the most mature and receptive in Europe. At the same time, it confirms our positioning on a global scale as the reference platform for digital fan engagement."
Socios.com is also a partner of Serie A itself, through a deal announced in September 2024, that runs through the 2026-27 campaign. The tie-up between the 20-team league Chiliz originally began in 2022.
Giorgio Ricci, Inter Milan's chief revenue officer, added: "The $INTER fan token, a central tool of this collaboration, has allowed our supporters over the years to experience the Nerazzurri passion in an unprecedented way, creating a direct and concrete link with the club. For the coming seasons, these opportunities will not only be confirmed, but will be further expanded."
The list of Inter Milan's major commercial partners includes the likes of Nike (kit supplier) and Betsson (front-of-shirt sponsor through 2027-28).
Meanwhile, in Belgium, Union Saint-Gilloise (USG) have upgraded their deal with telecommunications heavyweight Orange, which now becomes the men's team's new primary sponsor.
From the start of the 2026-27 campaign, the Orange logo will appear on the front of that side's match shirts in Belgian Pro League games, but also in other cup competitions (including pan-European UEFA competition, which USG will take part in next season).
Philippe Bormans, chief executive at Union Saint-Gilloise, has commented: "This collaboration marks another important milestone in the club’s development, and we are looking forward to building this journey together over the long term.”
The initial deal between Orange and USG dates back to August, 2022.
Orange is also set to be a broadcast rights-holder of the Pro League next season, through a distribution deal with DAZN unveiled earlier this month.
