Football news and archive

Abercrombie & Fitch become official fashion partner of the Dallas Cowboys & Dallas Cowboys Cheerleaders

Abercrombie & Fitch has signed a new multi-year partnership with the Dallas Cowboys and the Dallas Cowboys Cheerleaders, becoming the official fashion partner for the American football team and cheerleading squad. The first partnership of its kind between Abercrombie & Fitch and the National Football League, the news comes just days after the...

Fashion

Boss named fashion partner for Tottenham Hotspur

German fashion brand Boss, part of the Hugo Boss group, is strengthening its connection to sport after being named the official fashion partner of Premier League football club Tottenham Hotspur for the 2025/26 season. The deal will see Boss dressing both the first team squad and coaching staff in Boss looks for selected games and “special...

Fashion

Modibodi named period-proof underwear sponsor of West Ham United Women

Leak-proof apparel and underwear brand Modibodi has been named the official back of shorts and period-proof underwear partner of West Ham United Women’s team. Described as a “groundbreaking partnership,” the move will see Modibodi becoming the first period-proof underwear brand to feature on-kit in women’s football, with its brand name appearing...

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Business

Puma remains kit supplier for Manchester City

German sportswear supplier Puma SE will continue to kit out the teams of English football club Manchester City in the coming years. Both parties announced on Tuesday that the partnership, which has existed since summer 2019, has been extended "long-term". Details of the term and financial conditions of the agreement were not disclosed. The...

Fashion

Macron extends partnership with Crystal Palace Football Club

Italian sportswear manufacturer Macron has expanded its partnership with Crystal Palace Football Club. The multi-year extension builds on the duo’s ongoing relationship, first established in 2022. Macron and Palace have since worked together on creating kits that celebrate the club’s identity, including the FA Cup-winning shirt. Through the...

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Chelsea FC expands partnership with Fanatics

Premier League football club Chelsea has signed a long-term extension and expansion of its partnership with digital sports platform and global leader in licensed sports merchandise Fanatics. The move follows five years of strong merchandising growth and will allow the English football club to enhance its online shopping experience for its fans,...

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Moda Management partners with Rept to bring fashion collaborations to athletes

Moda Management Global, the agency specialising in creative fashion talent management, is teaming up with sports management agency Rept, which represents some of the world’s top female footballers to secure fashion partnerships for its roster of athletes. The move will see Moda creating opportunities in fashion for Rept’s roster, which includes...

Fashion

Pepsi unveils new apparel releases to coincide with its ‘Refresh the Game’ campaign

Global soft drinks brand Pepsi has teamed up with London-based streetwear designer Clint419 and Classic Football Shirts, which sells rare vintage and original retro jerseys, to launch new apparel to coincide with its ‘Refresh the Game’ global campaign celebrating how the drink has redefined the football-advertising game over the past 50 years....

Fashion

Umbro reuniting with designer Aitor Throup

Sportswear brand Umbro, which has been at the heart of football culture since 1924, is reuniting with Argentinian-British designer and artist Aitor Throup fourteen years after their last partnership. The move is described by Umbro as a “cutting-edge collaboration” and will see Throup teaming up with Umbro for the third time in 2026. In a short...

Fashion |In Pictures

NFL jerseys given a soccer makeover

The National Football League (NFL) and Fanatics have given each team’s jersey a soccer makeover. The NFL Football x Football Collection features all 32 NFL teams paying homage to soccer with fan tops inspired by classic soccer designs of the past, such as colourful stripes for the Kansas City Chiefs and a bold blue and red design for the Buffalo...

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Fashion |Interview

Bikkembergs relies on football trend and sneaker collab for brand revitalisation and market expansion

Bikkembergs is repositioning itself, targeting a younger generation. While this demographic may recognise the Belgian designer's name, they haven't necessarily been familiarised with his aesthetic. A strategic collaboration with the controversial Russian streetwear designer Gosha Rubchinskiy aims to not only inject new relevance into the brand...

Fashion

Louis Vuitton kits out Real Madrid

LVMH-owned Louis Vuitton and Spanish football and basketball club Real Madrid have announced a multi-year partnership. The French fashion house will provide formal travel attire for the men’s and women’s professional football teams, as well as the men’s basketball team, Louis Vuitton announced on Friday, June 13. For the first time, Louis...