This week’s sponsorship highlights include Airbnb teaming up with FIFA across three major tournaments, the WNBA and 2K extending their gaming partnership, and West Ham United renewing its long-term deal with Corpay — plus new commercial moves in motorsport, football, and Formula 1.
Airbnb and FIFA Launch Global Multi-Tournament Partnership
Airbnb has announced a major three-year partnership with FIFA, becoming the Official Alternative Accommodations and Experiences Booking Platform for the FIFA Club World Cup 2025, FIFA World Cup 26, and FIFA Women’s World Cup 2027.
Brian Chesky, Airbnb CEO, said: “The World Cup brings the world together — and so do we.” FIFA President Gianni Infantino added: “Having a travel leader such as Airbnb by our side is special.”
As part of the deal, Airbnb is offering exclusive Experiences, including training sessions with Tim Howard and behind-the-scenes match insights. Over 380,000 guests are expected to use Airbnb during FIFA World Cup 26, with an estimated $3.6 billion economic impact on Host Cities.
Airbnb will also invest $5 million into its new Host City Impact Program to fund local community initiatives.
👉 Read more here.
WNBA, WNBPA & 2K Extend Gaming Partnership
The WNBA (Women’s National Basketball Association), the Women’s National Basketball Players Association (WNBPA) and 2K, a label of Take-Two Interactive Software announced an agreement in principle for a multiyear partnership extension that will continue to expand the presence and impact of the WNBA and its players within the world of gaming.
Since the WNBA’s first appearance in NBA 2K20 released in 2019, this partnership powered by the league’s and the players’ growing influence, has helped usher women’s basketball into new digital spaces, giving millions of fans the chance to connect with their favorite players and teams in authentic, immersive ways.
Commissioner Cathy Engelbert said: “Our presence in NBA 2K ensures that our league and athletes are visible, celebrated, and inspiring the next generation of WNBA fans around the world.”
WNBPA Executive Director Terri Carmichael Jackson added: “This expansion will elevate the entire league and the women who power it.”
NBA 2K25 saw a 43% rise in WNBA users and a 388% increase in games played, highlighting the demand for women’s basketball in gaming.
👉 Read more here.
West Ham United and Corpay Extend Global Partnership
West Ham United FC has confirmed a multi-year extension of its partnership with Corpay Cross-Border, the Club’s Official FX and International Payments Partner, marking over seven successful years together.
Brad Loder, MBA, Corpay CMO, said, “We look forward to the opportunity to continue to work alongside West Ham, and their broader corporate business partner network to help power their global payments and execute their plans to manage their currency risk for many years to come.”
Andy Mollett, West Ham CFO, added, “This long-term partnership has delivered superior support and expertise for the Club.”
As part of the renewal, Corpay branding will remain visible across West Ham’s TV-facing assets and digital platforms, and the company will continue engaging with Club London and Hammers Business Network members.
Southampton FC Announces Midnite as New Training Kit Partner
Southampton Football Club has confirmed a new partnership with Midnite, naming the fast-growing UK betting brand as its official training kit partner for the 2025/26 season — Midnite’s first-ever football club sponsorship.
Greg Baker, Saints’ Chief Revenue Officer, said: “We pride ourselves on our ability to challenge the status quo, and we see a clear alignment with Midnite’s innovative approach.”
The partnership will include branding across both Men’s and Women’s First Team training kits, with additional visibility at St Mary’s Stadium. It will also feature joint fan engagement campaigns and support for the Saints Foundation.
Jonathan Shaw, VP of Growth at Midnite, said: “Our mission is to bring our players closer to the games they love… and we can’t wait to engage with Southampton fans.”
Motorsport Australia Appoints New Insurance Brokers
Motorsport Australia has named MGA Insurance Group and Miller Insurance Services LLP as its new insurance broker partners, forming a hybrid model to enhance local claims service and global coverage.
CEO Sunil Vohra said the move supports a “member-first strategy” and aims to “build a contemporary insurance model” aligned with global best practice.
Paul George of MGA called it “a strong endorsement of our team’s capability,” while Tim Nagle of Miller said the partnership “delivers tailored insurance solutions that support effective governance in sport.”
👉 More details here.
F1 ACADEMY Announces Multi-Year Partnership with Gatorade
F1 ACADEMY has secured a landmark multi-year deal with Gatorade (PepsiCo), naming the global sports drink brand as an Official Partner through 2030. The collaboration brings advanced hydration science to the paddock and will support young drivers’ performance and recovery with tools from the Gatorade Sport Science Institute.
Susie Wolff F1 ACADEMY Managing Director, said: “This isn’t a surface-level sponsorship… Gatorade is investing in our drivers as individuals with incredible potential.”
As part of the launch, Mathilda Paatz, a 16-year-old German racer, joins the grid this weekend in Montreal as Gatorade’s Wild Card entry. The racer is currently competing in the F4 CEZ Championship, scoring a podium finish at the Red Bull Ring last month.
Umi Patel, VP at PepsiCo, added: “We’re supporting young women at a pivotal point in their careers—fueling their ambition and drive.”
👉 Read more here.
Cambridge United Lands Brooks as New Shirt Sponsor
Cambridge United Football Club has announced a major new partnership with Brooks Running, naming the Seattle-based athletic brand as the Club’s official Front-of-Shirt Sponsor for the next two seasons.
Brooks will also provide footwear to players and coaches, and team up with the Cambridge United Foundation to launch a fan-focused Run Club promoting health and fitness in the local community.
Neil Rowe, Head of Commercial, said: “This is a landmark deal for the club that not only strengthens our commercial profile internationally but also aligns perfectly with our values on and off the pitch.”
Carl Newman, Brooks’ Northern Europe Director, added: “Millions of footballers and football fans run regularly… this partnership makes a lot of sense to both parties.”
👉 More details here.
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