French champions Paris Saint-Germain brought their “Ici C’est Paris La Maison” concept to Shanghai this week, transforming the city’s historic Zhangyuan district into a multi-day PSG cultural destination between 14 and 17 May. The activation formed part of the club’s wider international growth strategy focused on fashion, entertainment, culture and experiential fan engagement beyond traditional…
Spanish football club Atlético de Madrid has launched a new personalised fan activation inside the Riyadh Air Metropolitano, integrating the names of more than 160,000 club members into one of the stadium’s most iconic areas — the players’ tunnel. The initiative is part of Atlético’s broader strategy to enhance supporter engagement through digital technology and…
World No. 1 tennis star Carlos Alcaraz has signed a new global sponsorship agreement with digital payments platform Ant International, further expanding his growing commercial portfolio off the court. The financial terms and duration of the deal were not disclosed. Under the partnership, Alcaraz will feature in international marketing campaigns promoting Ant International’s key services,…
NFL star Travis Kelce has entered a high-profile partnership with fashion brand Tommy Hilfiger, featuring in the brand’s Fall 2026 and Spring 2027 global advertising campaigns. The collaboration began with a two-day shoot in New York City and is set to become one of Tommy Hilfiger’s largest marketing pushes in recent years, with a strong…
Visa Inc. has unveiled its flagship “Tap In” campaign ahead of the 2026 FIFA World Cup, bringing together actor Jason Sudeikis and football stars Erling Haaland and Lamine Yamal in a global advertising push tied to this summer’s tournament. The campaign, launched with just weeks remaining before kickoff, plays on the football term “tap-in” while…
Erling Haaland is set to make his cinema debut as a voice actor in the upcoming animated film ViQueens, scheduled for release during the 2026 Christmas holiday season. According to reports from The Hollywood Reporter and The Guardian, the Manchester City striker will voice a Viking character — fittingly named “Haaland”. The movie is being…
The Ligue de Football Professionnel (LFP) and Kipsta, the football brand of Decathlon, have unveiled the official match balls that will be used for the 2026–27 season in Ligue 1 and Ligue 2. The new Ligue 1 ball stands out with a bold and modern design featuring bright, warm color tones combined with deep purple…
Chelsea FC has announced a new partnership with Roc Nation Sports International aimed at strengthening the club’s presence and cultural reach in the United States. The Premier League club is positioning the collaboration as part of a broader strategy that blends football with music, entertainment and lifestyle branding to connect with younger audiences in North…
Oracle Red Bull Racing have announced a new partnership with Crocs, resulting in the launch of a limited-edition footwear collection inspired by Formula 1 design elements. The collaboration centres around a special version of the Crocband Clog, which takes direct inspiration from Red Bull Racing’s RB22 Formula 1 car. The design features a sculpted rear-wing…
.Arsenal FC and adidas have unveiled the club’s new home kit for the 2026/27 season, with the design commemorating two decades since Arsenal’s move to Emirates Stadium in north London. The launch is part of the club’s long-term partnership with adidas and is supported by a campaign film featuring players from both the men’s and…
