The Asian Football Confederation (AFC) has named Visa as the Official Global Supporter for the 2026 AFC U23 Asian Cup and the 2027 AFC Asian Cup, both to be hosted in Saudi Arabia. The partnership establishes Visa as the exclusive payments provider for two of Asia’s most prestigious football tournaments, focusing on both brand visibility…
Borussia Dortmund has signed a premium partnership with Lenovo, designating the global tech giant as the club’s Official AI Innovation Partner. The deal focuses on integrating artificial intelligence into the club’s digital transformation. Lenovo will provide “AI-ready” hardware—including workstations and servers—to enhance data analysis and decision-making at Signal Iduna Park and the club’s headquarters. Key…
Adidas and UEFA are marking a historic milestone as they celebrate the 25th anniversary of one of the most enduring partnerships in world sports. Since the 2001/02 season, Adidas has been the exclusive provider of the official match balls for the UEFA Champions League, creating a visual identity that has become synonymous with elite European…
A Historic “First Serve” for Emirates In a milestone for sports marketing, Emirates has officially named World No. 1 Aryna Sabalenka as its first-ever individual brand ambassador from the world of professional tennis. The multi-year deal was unveiled in Melbourne just as the 2026 season kicked off, marking a shift for the airline from sponsoring…
A Landmark Deal for the 2026 Season Inter Miami CF has announced a major multi-year partnership with ERGO NEXT Insurance (a subsidiary of ERGO Group AG). The agreement elevates the insurer to a “Main Partner” status just as the club enters its most historic year, following their 2025 MLS Cup championship victory. Branding on Training…
The Elite “Big Four” and Juventus The European football sponsorship landscape has reached new heights in 2026, with the top five shirt deals alone generating €349 million annually. Four clubs currently share the top spot, each securing €70 million per year from their main partners: The major surprise in the rankings is Juventus, which has…
RCD Mallorca continues to accelerate its commercial growth, announcing a new premium partnership with Strohm, a leading specialist in bathroom solutions. The agreement, set to run until the end of the 2026/27 season, integrates the brand into the club’s daily athletic operations. Key Partnership Details Under the terms of the deal, Strohm will receive high-profile…
NEW YORK The NHL has officially added the United States Postal Service (USPS) as its newest regional partner. Serving as the league’s official shipping sponsor, the 250-year-old institution will integrate its services into the NHLs major events and digital landscape. Fan Engagement and Content The partnership focuses heavily on interactive fan experiences and digital media:…
Luxury watchmaker Rolex has officially ventured into the world of padel, signing world number one Arturo Coello as its first-ever brand ambassador from the sport. The deal, announced on January 15, marks a significant shift in the sponsorship landscape, signaling padel’s arrival as a premier global sport. A “Dream Come True” for Padel’s King Coello,…
Trading platform eToro has announced a massive multi-club partnership with four of France’s biggest football institutions: Olympique de Marseille, Olympique Lyonnais, AS Monaco, and LOSC Lille. The deal is set to run through June 2028. Strategic Integration Under the agreement, eToro will serve as the official trading partner for all four clubs. The brand will…
