The New England Patriots have signed plenty of sponsorship deals over the years. This one looks different. Because this isn’t just about logos on jerseys or signage inside Gillette Stadium. It’s about infrastructure — and, more specifically, control. New Balance has agreed to become the official and exclusive athletic footwear and apparel partner of the…
Dutch company Amacx Sports Nutrition has signed a global sponsorship agreement with the Ironman triathlon circuit as it looks to expand its presence in endurance sports. The partnership will run from 2026 to 2028, according to a statement released on March 12, 2026. Official recovery nutrition partner Under the agreement, Amacx becomes the official recovery…
Crystal Palace FC has unveiled a fan-chosen aircraft livery as part of its official airline partnership with SunExpress, marking a new milestone in the collaboration between the Premier League club and the carrier. The bespoke livery, named ‘The Eagle’, was revealed on a Boeing 737 MAX 8 during a ceremony. The design celebrates the club’s…
The all-female developmental racing series F1 Academy has strengthened its commercial portfolio by announcing Sephora as its new official beauty retail partner ahead of the 2026 season opener. Under the agreement, the global beauty retailer will introduce immersive Glam Bars and fan activations at select races throughout the 2026 season, bringing its brand experience directly…
Umbro and the National Futsal League (LNF) have announced a long-term extension of their sponsorship agreement, securing the British brand’s role as the competition’s official sports supplier through the 2029 season. This renewal marks a significant milestone, as the partnership—which began in 2017—will now exceed a decade of collaboration, solidifying Umbro’s position as a pillar…
Manchester United co-owner Sir Jim Ratcliffe is set to secure a major financial boost for his professional cycling team, INEOS Grenadiers, through a new title sponsorship agreement with the Danish IT and software services firm, Netcompany. Key Details of the Partnership Ratcliffe’s Broader Sporting Portfolio This development underscores Sir Jim Ratcliffe’s ongoing efforts to optimize…
Multi-asset investment broker Totality (formerly known as Saxo Australia) has signed a three-year commercial partnership with Sydney’s iconic Allianz Stadium, becoming the venue’s Official Online Trading Partner. Prominent Branding Across Major Events Under the agreement, Totality’s branding will be prominently displayed throughout the 42,500-seat stadium during a wide range of sporting fixtures and live entertainment…
The Champions League Round of 16 is here. Sixteen clubs. Eight ties. Hundreds of millions of euros at stake — both on the pitch and off it. This season’s knockout stage is shaping up to be one of the most commercially rich in the tournament’s history, packed with Premier League giants, a Norwegian fairytale, and…
Formula 1 driver Pierre Gasly has officially extended his endorsement deal with Van Rysel, the high-performance cycling brand under the Decathlon group. The renewal solidifies a collaboration that began last year, further bridging the gap between elite motorsports and professional cycling. The Alpine F1 driver, known for his passion for cycling as part of his…
Fluminense Football Club has officially announced the renewal and expansion of its sponsorship deal with Superbet, the club’s main shirt sponsor. The new agreement extends the partnership through the end of 2029 and significantly bolsters the club’s commercial revenue. The deal, which represents a 76% increase in total potential value compared to the previous contract,…
