With the 2025-25 European soccer season into its second half, and the South American season just beginning, a number of the globe’s biggest clubs are enhancing their partnership portfolios with new and renewed deals.
English Premier League soccer side Tottenham Hotspur have struck a new partnership with global online trading platform Infinox.
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This multi-year partnership will see Infinox granted widespread sponsorship inventory across Tottenham's operations, including branding presence at the club’s 62,850-capacity Tottenham Hotspur Stadium, hospitality offerings at that stadium, co-branded collaborative content, and activations across the pair’s digital and social media platforms.
On the logic behind the deal, Infinox pointed to Spurs’ considerable global fanbase, particularly in the Asia-Pacific region, as a key driver behind the deal.
Indeed, Infinox chief marketing officer Elena Moiseeva commented: “Tottenham Hotspur has built a genuinely international audience, particularly in markets where digital financial participation is growing quickly. This partnership reflects our focus on engaging globally mobile, informed clients through trusted, regulated platforms.”
This is particularly relevant in South Korea, one of the club’s primary international markets (owing to the club’s long-time former captain Son Heung-Min).
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By GlobalDataFounded in 2009, Infinox operates in 15 territories across the UK, Asia, the Middle East, and Latin America.
This aspect of the partnership is important for Tottenham also, with a Spurs spokesperson saying: “Infinox brings a strong international presence and a clear focus on regulated financial services. As our club continues to engage fans globally, partnerships of this nature play an important role in how we connect with international audiences.”
Previously, elsewhere in the sports industry, Infinox was a partner of the BWT Alpine Formula 1 motor racing organization and its associated World Endurance team.
Elsewhere, Spanish giants Real Madrid have partnered with social media platform X (formerly Twitter) to promote a new documentary series.
All 10 episodes of Real Talks, a player-driven content series, will be disseminated exclusively through X, which will also host player Q&A posts and other content posts, surrounding the series.
These episodes will be programmed around key fixtures during the 2025-26 season, capitalizing on Real Madrid’s combined X following of 87 million across various club accounts (49 million on the main Real Madrid handle alone).
Mitchell Smith, global head of content partnerships at X, said: “As we continue to look for new ways to fuel fandom, and foster authentic connections on X, we are honored to partner with Real Madrid to bring this electric, community-driven series to life."
Early January saw the Spanish giants announce a new global partnership with Roborock, the home robotics brand, through 2028.
FC Bayern Munich, champions of Germany’s top-flight Bundesliga, have renewed their partnership with energy and climate solutions firm Viessmann ahead of schedule.
Viessmann, the club’s official climate partner, has already installed 19 heat pump systems under the roof at the club’s Allianz Arena home, and with the renewal of the partnership will implement further technological advances around the 75,000-capacity venue with the aim of aiding the club’s sustainability goals.
Bayern first partnered Viessmann in 2018 in a deal focused on the Chinese market, but has since then expanded that deal.
Rouven Kasper, Bayern’s board member for marketing and sales, explained: “Together, we have already achieved a great deal in the field of efficient and innovative climate solutions in the past, and we will continue to build on this foundation. We see Viessmann as the ideal partner to further advance our environmental and climate protection goals.
“For FC Bayern, economic decisions go hand in hand with social and environmental awareness.”
Elsewhere, in South America, Brazilian heavyweights Corinthians have struck a single-year partnership with Chinese electric vehicle manufacturer BYD.
BYD’s branding will appear on the shoulder of all Corinthian kits through the 2026 campaign, which began on January 28.
The pair previously agreed a pair of one-off sponsorship deals, which covered December’s Copa do Brasil final, and February 1’s Supercopa Rei super cup, both of which Corinthians won.
With BYD constructing a new manufacturing plant in the country, the firm has ramped up its sponsorship activity, and has also partnered with Rio de Janeiro side Flamengo.
