With the FIFA World Cup 2026 approaching, FIFA will temporarily remove the Mercedes-Benz name and logo from Mercedes-Benz Stadium. During the tournament, the venue will be referred to as “Atlanta Stadium,†in line with FIFA’s commercial and branding regulations for host venues. The stadium’s naming rights deal, reportedly worth more than $10 million annually through…
German construction equipment manufacturer Liebherr has extended its long-standing partnership with the International Table Tennis Federation (ITTF), confirming its role across two major table tennis events in 2026. Under the renewed agreement, Liebherr will serve as a global event partner for the 2026 ITTF World Team Table Tennis Championships Finals in London and the WTT…
FC Barcelona has agreed a five-year extension of its partnership with WhiteBIT, confirming the company will remain the club’s Official Cryptocurrency Exchange Partner and Global Partner through 2030. The renewed deal strengthens Barcelona’s long-term positioning within the digital finance sector, aligning the club with one of the fastest-growing areas of global technology while ensuring stability…
German food company Wiesenhof has been announced as the new sponsor of the DFB-Pokal, marking a four-year partnership covering both the men’s and women’s competitions starting from the 2026–27 season. The agreement, confirmed by the German Football Association, strengthens Wiesenhof’s existing involvement in German football, where it already supports the national women’s team. DFB officials…
Sunderland AFC has agreed a new multi-year extension with hummel, continuing a collaboration that has become one of the club’s most commercially impactful partnerships in recent seasons. The renewal comes at a pivotal moment following Sunderland’s return to the Premier League, a development that has significantly boosted global visibility and demand for club merchandise. The…
Ram has extended its partnership with the NFL in Brazil for the 2026 season, reinforcing its role as the league’s official pickup truck in the country and deepening its Øضور within one of the NFL’s fastest-growing international markets. As part of the renewed agreement, Ram will maintain a strong presence across the league’s ecosystem in…
Mastercard has announced a new partnership with Club Atlético Boca Juniors, becoming the club’s Official Sponsor in a move that strengthens the company’s global strategy of connecting people with “priceless†experiences through their passions. Germán Rosón, President of Mastercard’s Southern Latin America division, said the agreement reflects the brand’s vision to deliver unique fan experiences…
Ugreen has made its first move into sports sponsorship after becoming the official technology accessory partner of the New England Patriots for the 2026 NFL season. The Chinese consumer electronics company will showcase its charging products and upcoming SynCare AIoT Series throughout the partnership, aiming to strengthen its presence in the North American market. As…
US Soccer has signed a new long-term partnership with wearable technology company Oura, expanding an existing relationship into a federation-wide agreement covering all 27 of its national teams. The deal will see Oura’s smart ring technology integrated across the men’s, women’s, youth and disability national team programs, providing continuous health and performance tracking data for…
Spotify has signed its first-ever official partnership with a U.S. professional sports team through a multi-year deal with the New York Liberty of the WNBA. Under the agreement, Spotify becomes the team’s official music partner, integrating music into the game-day experience at Barclays Center. The collaboration includes brand visibility across the arena and digital platforms,…
