Football Queensland remain with Kappa for five more seasons until 2028

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Football Queensland & Kappa partnership extension
Image credit: Football Queensland

Football Queensland have announced a five-year partnership extension with iconic international sports brand Kappa as its official apparel partner from 2024.

This relationship between the two parties has been very strong since they first partnered all the way back in 2017 and reinforces the support for football in Queensland that the brand has had.

Kappa has provided quality garments for some of Europe’s biggest clubs including Manchester City, Juventus, AC Milan and the Italian National team.

It’s a brand that was established in 1916 in Turin and eventually in 1978 they rebranded themselves to branch out as a sportwear brand where they focused purely on football-related products and designs.

For Football Queensland, they currently produce and provide quality on and off-field apparel for all Queensland State Representative teams including the state’s futsal representative squads. Kappa also provide on-field apparel for the game’s referees on the FQ website.

They also helped sponsor and start up the Kappa Women’s Super Cup and Kappa Pro Series tournaments that debuted in late 2021 and 2022 respectively for clubs to participate in across the state.

FQ CEO Robert Cavallucci was extremely pleased to announce this partnership extension following Kappa’s amazing support.

“Football Queensland is incredibly excited to announce Kappa as our official apparel partner for the next five years following a competitive tender process which saw us receive 20 expressions of interest and 15 submissions of an extremely high quality,” Cavallucci said via Football Queensland press release.

“In their seven years as a Football Queensland partner, Kappa has provided fantastic support to Football Queensland, our clubs and the wider football community thanks to their quality of apparel, ability to deliver on their promises and the team’s unwavering commitment to customer service.

“We’ve built a wonderful working relationship with the team at Kappa thanks to their willingness to go above and beyond to deliver outcomes for our organisation and our game, and we’re delighted to continue working in partnership with them from next year.”

Kappa Australia Director Ze’ev Bogaty shared the same sentiment for the great relationship the two parties have created.

“Kappa is a strong supporter of football in Queensland and has been proud to invest in the game since the partnership with Football Queensland began in 2017,” Bogaty mentioned in the FQ press release.

“Some highlights of the partnership have included the development of the teal shirt for first year referees, witnessing Queensland state sides dominate on the national stage in Kappa kit, and the launch of the Kappa Women’s Super Cup and Kappa Pro Series tournaments.

“As we embark on another five years as the state’s official apparel partner and continue our close working relationship with Football Queensland, we look forward to contributing even more to the growth and success of football across the state.”

There is a shared goal of improving the grassroots game in Queensland from both parties and the track record of Kappa’s immense investment over the past seven years has shown that this extension will do wonders for Queensland football.

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TSG Hoffenheim extends partnership with SAP until 2030

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Image Credit: TSG Hoffenheim Website

TSG Hoffenheim has confirmed a long-term extension of its partnership with SAP, one of the most established and technology-driven sponsorships in German football. The renewed agreement, running through to 2030, will see SAP continue as main sponsor, front-of-shirt partner, and official technology partner — while expanding its involvement across the women’s and academy teams.

This extension highlights the strong commitment from both parties and reinforces the growing importance of tech-focused partnerships in shaping modern football strategy and infrastructure.

Among the Bundesliga’s Longest-Standing Sponsorships

SAP has featured on Hoffenheim’s kits since the 2013/14 season, making it one of the Bundesliga’s three longest-running front-of-shirt sponsors. The expanded deal includes:

  • Continued main sponsorship of the men’s first team
  • Sleeve sponsorship for the TSG Hoffenheim women’s team from the 2025/26 season
  • Shirt sponsorship for the club’s academy sides (U16–U19)
  • Branding on training gear and matchday apparel
  • In-stadium branding, including façade signage and TV-facing boards
  • Naming rights to specific stands and hospitality areas at Hoffenheim’s home ground

Managing Director of Marketing and Sales at TSG Hoffenheim, Tim Jost, underlines the club’s strong commitment to SAP and the future of their joint venture.

“Two strong brands from the region are stepping into the future together. We are delighted to extend our intensive partnership with SAP for the long term.

“SAP’s commitment goes far beyond that of a main and shirt sponsor. SAP’s technical expertise is the basis for our role as an innovation leader. In addition, the extension shows once again that TSG have a loyal partner in SAP, who by agreeing to a long-term extension are sending a strong signal of trust in times of change,” he said via press release.

This renewal comes at a time when stability and strategic partnerships are more important than ever in football sponsorship, especially given evolving economic conditions and club ownership models.

A Broader Partnership Beyond Branding

SAP will continue as Hoffenheim’s official technology partner, providing data integration, analytics, and digital performance tools to support both sporting and business operations.

For Hoffenheim, the agreement extends beyond financial support — SAP’s involvement helps position the club as one of the Bundesliga’s most innovation-driven organisations, with projects spanning player tracking, injury prevention, and fan experience enhancements.

The partnership also reflects a strong regional connection, both SAP and Hoffenheim are based in Baden-Württemberg, fostering shared community values and a regional identity.

A Model of Stability and Regional Collaboration

This extension exemplifies a regionally grounded sponsorship with global impact. SAP, a multinational company with over 108,000 employees, remains a locally rooted partner in Walldorf, just 20 kilometres from Hoffenheim’s home base.

From a commercial standpoint, this ongoing alliance strengthens TSG Hoffenheim’s reputation as a long-term, values-aligned sponsorship platform for premium, tech-focused brands.

Chelsea FC Women Renews Partnership with Škoda UK

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Image Credit: Chelsea FC website

Chelsea FC Women has revealed its renewal and expansion of its partnership with Škoda UK, naming the automotive brand as the club’s first-ever Official Back of Shirt Partner.

The renewed agreement will carry through the 2025/26 season and beyond, strengthening a collaboration that first took shape in January 2024. It underscores Škoda’s ongoing commitment to investing in women’s sport.

Under the new sponsorship deal, Škoda’s logo will appear prominently on the back of all Chelsea FC Women matchday kits, beginning with the closing fixtures of the 2024/25 season. The branding launch will align with Chelsea’s historic celebration of a sixth consecutive Barclays Women’s Super League title — a moment of major visibility for both the club and the brand.

Strategic Sponsorship in a Champion Setting

The timing of the extended agreement comes as Chelsea FC Women continues its commanding presence in English football — boasting eight league titles to date and eyeing a domestic treble. Škoda branding will also feature during the Adobe Women’s FA Cup Final at Wembley on 18 May, providing a high-profile platform for national exposure.

Commercial Director at Chelsea FC Women, Giulia Mazzia, highlighted the brand’s alignment with Chelsea FC Women and its broader values.

“To welcome Škoda as our first Official Back of Shirt Partner illustrates our ambition to innovate and integrate partners into our business model.

“Škoda helps us connect with fans locally and globally through both matchday presence and digital content,” she said via press release.

Beyond the Shirt: Mobility, Media and Matchday Moments

Škoda’s joint venture with Chelsea FC Women extends well beyond shirt branding, underscoring a shared commitment to innovation, performance and progress in women’s sport.

As part of the renewed deal, Chelsea Women’s players and staff — including the Women’s Academy — will be supported with vehicles from Škoda’s all-electric Enyaq range and the Kodiaq iV plug-in hybrid. This seamless integration into the team’s day-to-day operations reflects both the practical and symbolic strength of the partnership.

Škoda will also:

  • Continue as title sponsor of the “We Are Chelsea” podcast
  • Deliver exclusive digital content across Chelsea FC Women and Škoda UK channels
  • Drive a Škoda vehicle ahead of the team bus into Stamford Bridge on select matchdays — a symbolic “arrival” moment that adds visual impact and storytelling potential

Amplifying Brand Values Through Women’s Sport

Škoda has long supported women’s sport, particularly through its established ties to professional cycling — including the Tour de France Femmes and the Škoda Cycling Academy. Its growing investment in women’s football through Chelsea FC Women reflects a broader strategy centred on mobility, inclusion and elite performance.

Head of Marketing at Škoda UK, Kirsten Stagg, underscored the shared values at the heart of the collaboration.

“Chelsea Women exemplify many of the core values we hold at Škoda. It’s a privilege to partner with a team that shares our commitment to excellence and community,” she said via press release.

The brand has also welcomed five Chelsea players as official ambassadors, who will feature across digital content, grassroots and community programs, and Škoda’s internal brand initiatives.

Commercial Significance and Industry Context

Škoda’s continued investment in Chelsea FC Women reflects key trends in the evolving sports marketing landscape. With growing fan engagement, the rising value of sponsorship on women’s kits, and brands aligning with purpose-driven clubs, the partnership showcases the shift towards purpose-led collaborations.

Digital-first engagement through podcasts, player content, and matchday activations is central to long-term sponsorship success. Women’s football is quickly becoming a powerful platform for brand storytelling and global visibility.

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