Welcome to Insider Sport‘s latest edition of the Partnership Playbook, where we bring you the details on some of the latests sports partnerships and sponsorships.
This week’s sponsorship highlights include Adidas locking in a €408 million extension with Juventus, Enterprise Rent-A-Car securing title rights to England’s National League, and bet365 becoming the official betting partner of the Chicago Sky; plus fresh commercial moves across MotoGP, Swedish basketball, Canadian pro sports, and non-league football.
bet365 Backs the WNBA with Chicago Sky Partnership
Betting giant bet365 has announced a multi-year partnership with the Chicago Sky WNBA, becoming the team’s official sports betting partner. The agreement marks another step in the company’s US expansion and reflects the growing intersection between professional women’s sports and gambling sponsorships.
As part of the deal, bet365 branding will be visible across the Sky’s home venue, including court-side placements and in-arena marketing, while also extending to digital and broadcast channels. The partnership promises “great new sports betting opportunities” for fans, according to Sky executive Alex Teodosi, who added that the team remains committed to responsible betting practices.
“Our partnership with the Chicago Sky has us floating on cloud nine and is the perfect opportunity for our expansion into the WNBA,” said a bet365 spokesperson, pointing to the firm’s broader push into US sports, which includes deals across major leagues such as MLB, NHL and NBA.
While the WNBA has historically taken a more cautious approach to betting sponsorships, the Sky’s move aligns with a broader commercial trend and raises familiar questions around the league’s balance of commercial growth with integrity and player wellbeing.
➡️ READ MORE HERE
Subway Ends Socceroos Naming Rights Deal
Football Australia has confirmed the end of its naming rights partnership with Subway® Australia, bringing a three-year agreement to a close this August. The fast-food chain, which joined as title sponsor of the Socceroos in 2022, has played a visible role in the national teams’ most successful modern era—supporting both the men’s and women’s squads during record-breaking World Cup runs and a broader growth in grassroots participation.
The decision, described as mutual, comes as both organisations enter “new strategic phases”. While financial details were not disclosed, the conclusion of the deal leaves a high-profile sponsorship vacancy for Football Australia at a time when global interest in Australian football remains elevated.
“Subway has been a fantastic partner to work with,” said interim Football Australia CEO Heather Garriock. “Their support has helped us elevate the Socceroos brand [and] enhance our national teams programs on and off the field.”
Subway’s Shane Bracken echoed the sentiment: “Supporting grassroots to elite levels of the game has been a privilege.” Despite the amicable tone, the move may signal a shift in Football Australia’s commercial strategy—or simply a reflection of changing priorities in the brand’s marketing mix.
➡️ READ MORE HERE
DBET Backs Swedish Basketball in New Multi-Year Deal
Malta-based betting brand DBET (Immense Group) has signed a strategic, multi-year sponsorship agreement with the Swedish Basketball Association (SBBF), covering the senior national teams and Sweden’s top domestic leagues—SBL Women and SBL Men. The partnership will debut during the Women’s European Championship 2025 and run through to the Men’s World Championship 2027.
The deal sees DBET continue its swift expansion in Sweden’s sports ecosystem, with plans to leverage the partnership to connect with fans across both grassroots and elite competitions. Launched just last year, DBET is owned by the iGaming firm Immense Group and has positioned itself as a proponent of responsible gaming and community engagement.
“Partnering with DBET, a dynamic and innovative player in the betting market, is an exciting opportunity for Swedish basketball,” said SBBF Chairwoman Susanne Jidesten. “Together, we can broaden the reach of Swedish basketball and create new engagement opportunities for both fans and players.”
DBET CEO Jesper Kärrbrink said the move aligns with the brand’s ambition to strengthen its foothold in Sweden. The company has also struck recent deals with the Swedish Bandy Association and footballer Anders Svensson, suggesting a concerted push into high-visibility sponsorships.
➡️ READ MORE HERE
Enterprise Drives Into English Football with National League Title Sponsorship
The National League has unveiled Enterprise Rent-A-Car as its new title sponsor in a landmark multi-year agreement, signalling a major commercial boost for the fifth and sixth tiers of English football. The deal, effective from June 2025, will see the league and its three divisions rebranded as the Enterprise National League, Enterprise National League North, and Enterprise National League South.
Enterprise, which operates over 450 branches in the UK, plans to support clubs and fans alike by leveraging its nationwide infrastructure to offer both practical services and brand activations across the league calendar.
“We are delighted to welcome Enterprise as our new headline sponsor,” said National League chairman Jack Bedell-Pearce. “Enterprise shares our deep-rooted commitment to communities, and its support will be invaluable in helping our clubs to thrive.”
Kyle Sanborn, Enterprise Mobility’s global VP of brand strategy, noted: “This sponsorship provides a fantastic platform for us to demonstrate our commitment to supporting these communities and explore innovative ways to provide mobility solutions for both the clubs and their dedicated supporters.”
The deal arrives at a time of growing interest in non-league football, with the National League recording consistent attendance growth and a record-breaking crowd at the recent Promotion Final at Wembley.
➡️ READ MORE HERE
Manchester United Extends Apollo Tyres Deal for Three More Years
Manchester United has renewed its long-standing partnership with Apollo Tyres Ltd, extending the agreement for another three years. The collaboration, which began 12 years ago, has become a fixture in the club’s commercial portfolio, and continues to deliver a mix of global marketing exposure and grassroots football initiatives.
The latest phase of the deal includes exclusive branding rights, joint digital content, and co-branded fan experiences. It will also support the next chapter of United We Play—a community-driven football programme aimed at nurturing youth talent and promoting access to sport across India and other key markets.
“We’ve not only created impactful global campaigns but also delivered meaningful initiatives at the grassroots level,” said United CEO Omar Berrada, highlighting the club’s ambitions to blend commercial strategy with community impact.
The announcement follows a recent visit to India by United first-team players, including Andre Onana and Harry Maguire, in support of the programme’s fifth season.
Apollo’s Vice-Chairman Neeraj Kanwar called the partnership “instrumental in amplifying our brand equity,” adding: “Together, we will strive to create even more exciting experiences for fans, leverage new opportunities in digital and on-ground engagement, and strengthen our brand presence across key markets.”
As United continues to evolve under new executive leadership, long-term commercial relationships like this one offer stability—but also reflect the club’s increasing focus on markets beyond Europe.
➡️ READ MORE HERE
Bitget Races into MotoGP with Regional Partnership for 2025
Crypto exchange Bitget has signed on as a regional partner of MotoGP™ for four marquee Grand Prix events in 2025, marking another high-profile move in its broader strategy to align with global sport. The partnership will cover races in Italy, Germany, Spain (Barcelona), and Indonesia—key territories for both MotoGP’s fanbase and the growing digital asset sector.
Bitget will activate its brand on track and online, offering VIP experiences, digital campaigns, and behind-the-scenes access designed to connect motorsport fans with the world of crypto trading. The campaign also features three-time MotoGP World Champion Jorge Lorenzo, who serves as the face of Bitget’s “Make It Count” initiative.
“Racing is a sport of milliseconds; crypto is a market of micro-decisions,” said Bitget CEO Gracy Chen. “This partnership is our way of showing the world that success—on the track or on the charts—comes down to smart moves and fearless execution.”
MotoGP CCO Dan Rossomondo added: “MotoGP is built on precision, innovation, and high-speed decisions—values that align naturally with Bitget.”
The move adds MotoGP to Bitget’s growing roster of sports tie-ups, which already includes Lionel Messi, Juventus Football Club, and LALIGA.
➡️ READ MORE HERE
Betty Joins Forces with Toronto Maple Leafs and Raptors in Landmark Casino Deal
Ontario-based online casino Betty has announced a multi-year partnership with two of Canada’s most iconic sports teams—the Toronto Maple Leafs and the Toronto Raptors Basketball Club Inc. The deal positions Betty as the Official Online Casino Partner of both franchises and marks a major brand milestone ahead of the 2025–26 NHL and NBA seasons.
Targeting casual players with its slots-only focus and fast-payout promise, Betty is one of the region’s fastest-growing platforms. The partnership will centre on digital activations designed to enhance fan engagement, with on-brand promotions set to launch in October.
“This partnership represents a bold step forward for Betty,” said CEO Chavdar Dimitrov . “Partnering with the Toronto Maple Leafs and Toronto Raptors allows us to reach fans across Ontario with experiences that are meaningful, exciting, and grounded in trust.”
Beyond commercial exposure, the deal will include community-driven initiatives supported by the MLSE Foundation, as well as exclusive VIP fan experiences and event programming. While financial details were not disclosed, the move reflects a growing appetite among Canadian franchises to embrace iGaming partnerships—albeit within a heavily regulated landscape.
The companies have pledged a strong emphasis on responsible gaming, with all activations set to comply with Ontario’s stringent regulatory framework.
➡️ READ MORE HERE
Incase you missed it: adidas Locks In 10-Year Juventus Extension
adidas has extended its kit deal with Juventus for another decade, continuing a partnership that began in 2015. The new agreement, reportedly worth €408 million, will run from the 2027/28 season through to 2036/37 and cover all Juventus teams.
The deal was described by both sides as a strategic renewal built on “strong synergy,” with Adidas Football GM Sam Handy highlighting a shared history of “iconic moments” and a commitment to “cutting-edge sportswear technology.”
Read Insider Sport’s Callum Williams‘ full analysis of the partnership here.
For more insights like these, ensure you’re subscribed to Insider Sport’s daily newsletter.
