AS Monaco’s major shirt sponsor replaced by APM

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Image via APM Monaco

AS Monaco has recruited notable fashion jewellery company APM Monaco as its new principal partner, ending the local Tourist & Convention Authority’s brief tenure as the club’s front-of-shirt sponsor.

This relationship will allow for the sharing of similar values such as originality, determination, and dynamism, as well as the promotion of the Principality’s image.

Various activities planned throughout the cooperation, such as the production of a special and exclusive collection, will allow the two businesses to become more acquainted with their respective communities.

Operating all around the world, the Monegasque brand was featured on the front of AS Monaco’s players jersey early last month in a league game against Brest at the Stade Louis-II.

This collaboration will be beneficial for both parties, since APM Monaco is the frontrunner of the chic fashion jewellery market, whereas AS Monaco has the best image in France benefits from the international exposure, backed by its large community of over 24 million followers on social media.

AS Monaco CEO Thiago Scuro outlined what the new partnership will symbolise.

“We are delighted to welcome APM Monaco, a symbol of Monegasque elegance, as the Club’s new main partner,” he said via press release.

“This association between two brands sharing the same local anchorage and both showcasing the Principality on the international stage was an obvious choice. We are looking forward to this collaboration, which once again demonstrates the Club’s appeal and AS Monaco’s ability to respond to different brand challenges.”

APM Monaco CEO Philippe Prette added via press release:

“As a Monegasque brand, we are extremely proud to support AS Monaco. This partnership was an obvious way of highlighting our Monegasque origins and our pride in contributing to the image of the Principality. It’s a wonderful professional and personal adventure.”

APM Monaco is a fashion jewellery brand combining the chic of Monaco with the lifestyle of the South of France. It all began with the founder and her son in Monaco, Monte Carlo, in 1982. Philippe Prette, now CEO, created the brand with his wife, Kika Prette, key manufacturers of gold, diamonds and other precious stones for renowned jewellers around the world.

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Bordeaux face uncertain future after American investor withdrawal

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Image Credits: EuropeanBestDestinations.com

Girondins de Bordeaux face their biggest crisis yet after their exclusion from France’s national competitions was upheld and proposed investor Park Bench walked away from a takeover. The club is on the brink of liquidation after poor financial management and failed ownership takeovers. The Paris Administrative Court rejected Bordeaux’s appeal in August. The court backed the decision that prevents the club from playing in national competitions for the 2026-27 season. Bordeaux will therefore this season remain in Régional 1, the sixth tier of French football.

The ruling followed a financial dispute with French football’s financial regulator, the DNCG. Bordeaux had presented additional financial guarantees after its previous hearing. The court ruled that those commitments could not be considered as part of that procedure.

The decision has now had a major impact on the club’s ownership plans. Park Bench, the US investment group working with Sparta Capital, has withdrawn from its proposed takeover. The group said its offer depended on Bordeaux remaining in the national championships. With that condition no longer possible, Park Bench decided not to proceed.

The withdrawal leaves Bordeaux in a difficult position. The club had hoped new investment would provide financial stability and help rebuild its sporting operation. Instead, the failure of the takeover leaves the future of the six-time French champions uncertain. Bordeaux has already endured several years of financial problems. The club lost its professional status in 2024 after bankruptcy proceedings and a previous administrative relegation. It then rebuilt its senior team in the second and third tiers of French football.

The latest exclusion represents another major setback. Bordeaux now needs to find a way to keep the club operating outside the national leagues. That means securing funding, meeting its financial obligations and establishing a sustainable ownership structure. The threat of judicial liquidation now hangs over the club.

In a statement issued in late August, Bordeaux said it would explore every remaining legal option after the administrative court ruling. But with Park Bench no longer backing the proposed takeover, the club has fewer options available.

The next priority will be survival. Bordeaux must find new financial backing or another solution to protect the club from liquidation. For one of France’s most historic and successful clubs, the immediate target is no longer a return to Ligue 1. It is simply making sure there is a club left to climb back.

Liverpool announces Turkish Airlines as new main club partner

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Liverpool new stand

Liverpool FC has announced Turkish Airlines as its new Main Club Partner and front-of-shirt sponsor from the start of the 2027/28 season.

This announcement brings an end to the club’s 17-year relationship with Standard Chartered as its principal shirt sponsor.

The five-year agreement will see Turkish Airlines feature on the front of the men’s, women’s and academy team shirts from June 2027. Standard Chartered will still remain involved with the club as a Global Partner.

Financial terms have not been disclosed by Liverpool, although reports suggest the deal is worth more than $563 million across its duration, making it one of the most valuable shirt sponsorship agreements in Premier League history.

The partnership further strengthens Liverpool’s commercial portfolio at a time when leading clubs are continuing to secure record sponsorship revenues.

The agreement also reflects Turkish Airlines’ growing investment in world football, with the company already an official partner of the UEFA Champions League and sponsor of several clubs and the Turkish national team.

For Liverpool, the sponsorship represents more than a change of partners. It is only the third front-of-shirt sponsor the club has had in the Premier League era, following long-term partnerships with Carlsberg and Standard Chartered.

The move continues the club’s strategy of securing long-term commercial relationships with globally recognised brands while expanding its international reach.

The announcement comes as Liverpool continues to post record commercial revenues and reinforces the increasing value of elite football sponsorship.

With the front-of-shirt sponsor remaining one of the most sought-after assets in world sport, the agreement highlights the continued demand from multinational brands seeking exposure through football’s global audience.

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