Italian soccer heavyweights AC Milan have struck a new commercial deal with Winbet, a Bulgaria-based online casino firm.
Through the tie-up, Winbet becomes a regional betting partner of the Serie A club across Europe, with a particular focus on markets including Bulgaria, Serbia, Croatia, and Belarus.
The agreement represents the first occasion a Bulgarian betting firm has struck a deal with a major European soccer institution.
AC Milan - who finished eighth in the league last season - have said the deal will "drive fan engagement, offering local supporters exclusive content, premium experiences, and exciting promotions."
The club's front-of-shirt sponsor is the Emirates airline - GlobalData Sport, at the time the deal was struck, valued the tie-up at $31 million annually - with Puma its kit supplier.
Elsewhere in Serie A, Udinese have brought in bread products brand Crich as their new training kit partner for the upcoming 2025-26 campaign.
The club's players will wear Crich-branded kit in both training and pre-match warm-ups.
Udinese finished 12th last season and will start their 2025-26 campaign at home to Hellas Verona in late August.
In early June, it was reported that the club - currently owned by the Pozzo family - was on the verge of being taken over by US-based global investment firm Guggenheim Partners.
Meanwhile, in Germany, Borussia Monchengladbach have extended their main sponsorship tie-up with online bathroom retailer Reuter through 2026-27.
The pair first agreed terms in 2011, and the deal took on front-of-shirt sponsorship status ahead of the 2024-25 Bundesliga season, in which Monchengladbach finished 10th.
That deal was originally set to run through 2025-26, but has now been extended for another campaign.
Reuter has its headquarters in Monchengladbach.
At the time the main tie-up between the two parties was unveiled, last February, GlobalData Sport valued the deal at almost $24 million in total.
In France, Lille have brought in Swiss menswear brand Strellson as a partner.
The company becomes the club's official outfitter, in a deal brokered by the Sportfive agency, which manages the club's commercial dealings.
Strellson will dress the players, coaches, and officials of Lille in "exclusive off-pitch attire."
At the club's Decathlon Arena home stadium, meanwhile, there will also be evidence of the partnership, "through editorial campaigns and digital activations."
Lille finished fifth in Ligue 1 next season, and as a consequence will compete in pan-European UEFA competition next year.
