On February 20, 2026, PepsiCo and Major League Baseball (MLB) announced a significant extension of their long-standing partnership, elevating Mountain Dew Baja Blast to the role of Official Soft Drink and renewing Gatorade’s legendary 36-year tenure as the league’s Official Sports Drink. The announcement was ceremonially marked by executives from both organizations ringing the Opening…
On February 18, 2026, Ray White New Zealand and New Zealand Rugby (NZR) officially announced a landmark three-year domestic sponsorship deal. The agreement names the real estate giant the Official New Zealand Real Estate Partner of NZR, the All Blacks, and the Black Ferns. The partnership unites two of the country’s most iconic “yellow and…
In a historic shift for sports marketing, PepsiCo and Major League Baseball announced on February 19, 2026, that Mountain Dew® Baja Blast® has become the Official Soft Drink of MLB. The multi-year agreement ends a six-year vacancy in the league’s carbonated soft drink (CSD) category, which had been unoccupied since the end of the 2019…
On February 19, 2026, Visa announced a massive four-year extension of its global partnership with the Red Bull racing ecosystem. The deal ensures the payment giant remains the primary commercial engine for both Oracle Red Bull Racing and Visa Cash App Racing Bulls (VCARB) through the 2030 season. This renewal comes just weeks before the…
Mumbai City FC has officially expanded its commercial portfolio by signing a new sponsorship agreement with global QSR giant Pizza Hut. Announced on February 16, 2026, the deal establishes Pizza Hut as the “Official Pizza Partner” of the Islanders for the upcoming 2025-26 Indian Super League (ISL) season. The partnership kicks off just days before…
In a significant move for Turkish sports and aviation, Fenerbahçe and Turkish Airlines (THY) have officially entered into a new partnership for the football department. Announced on February 19, 2026, the agreement establishes the national flag carrier as an official sponsor for the club’s Football A Team. This collaboration marks a strengthening of ties between…
Juventus Football Club and Heineken® have officially entered into a new multi-year partnership, appointing the world-renowned brewery as the club’s Official Beer Partner. Announced on February 19, 2026, the collaboration aims to transform the match-day experience at the Allianz Stadium through innovative fan engagement and exclusive hospitality events. This partnership unites two global icons and…
The Turkish Football Federation (TFF) has officially signed a major sponsorship agreement with Fuzul, a leading company in the savings finance sector. Announced on February 18, 2026, at the Riva Hasan DoÄŸan National Teams Camp and Training Facilities, the deal establishes Fuzul as the Main Sponsor for both the Men’s and Women’s National Teams for…
In a significant boost for Turkish sports, the domestic mobility brand Togg has signed a three-year “Main Sponsorship” agreement with the Turkish Basketball Federation (TBF). The partnership, unveiled on February 18, 2026, unites Turkey’s pioneering electric vehicle brand with its national basketball teams under a shared vision of global excellence. The signing ceremony took place…
Commonwealth Bank (CBA) is set to become the first major domestic commercial partner for the Brisbane 2032 Olympic Games. According to reports on February 17, 2026, the deal is valued at approximately AUS$200 million (US$141.4 million), setting a high benchmark for the event’s commercial program. The agreement comes as Brisbane 2032 organizers aim for a…
