Brasileiro side Cruzeiro partnered with Axial Medicina Diagnóstica. The medical diagnostics firm will be a commercial partner of the club and will "also serve as the official medical team of the club." Axial’s branding will be featured on the uniforms of the on-pitch medical team at Cruzeiro’s games "as well as on the clothing of all the team’s doctors and physiotherapists" (SOCCEREX, 2/12).
ManU and South Korean pharmaceutical company Cho-A Pharm extended their agreement in South Korea and Vietnam. The partnership began in '14 (ManU).
Everton extended its contract with U.K. sports travel operator Thomas Cook Sport. The company will continue to be the club's official match breaks partner and create activations for fans (Everton).
AC Milan announced an official long-term partnership with Puma. The brand becomes the club's official partner, global technical supplier and official licensing partner (AC Milan).
Eredivisie side Ajax partnered with Hewlett Packard Enterprise through June 30, 2023. For HPE, the collaboration means a second technological partnership with a football club after its previous connection with Tottenham (Ajax).
Great Britain Wheelchair Rugby confirmed Leicester City owner King Power will be the title sponsor of the first Wheelchair Rugby Quad Nations tournament to be held in Leicester in March. Leicester Arena will host the event (GBWR).
Pro14 Rugby revealed Honda Ireland as the official car partner of this season's Pro14 Final Series. The final takes place in Dublin on May 26 (Pro14).
