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 Asahi Super Dry becoming Arsenal’s Official Beer Partner, Genesis expanding its footprint in golf as the PGA TOUR’s first global vehicle partner, and Midnite stepping up as principal sponsor of Sheffield United; plus new brand activity in women’s tennis, Gaelic games, and Premier League FX partnerships.
For more insights like these, ensure you’re subscribed to Insider Sport’s daily newsletter.
Asahi Super Dry signs global beer partnership with Arsenal
Arsenal F.C has announced a multi-year global partnership with Asahi Super Dry, which becomes the club’s Official Beer Partner from the start of the 2025/26 season. The deal grants Asahi UK exclusive pouring rights for lager, ale, and cider at Emirates Club Stadium across both men’s and women’s fixtures.
The partnership includes the launch of revamped bars, branded activations, and a digital campaign involving Arsenal legends, as the club looks to deepen fan engagement both in-stadium and internationally. Alongside its flagship beer, Asahi will also promote other premium brands in its portfolio, including CORNISH ORCHARDS and Meantime.
Juliet Slot , Arsenal’s Chief Commercial Officer, said the deal marked “another step forward in enhancing the matchday experience.” Asahi UK’s Rob Hobart described the partnership as a strategic opportunity to grow the brand’s presence in London and beyond.
The agreement continues a trend of global beverage brands leveraging Premier League partnerships for exposure and audience reach, particularly in key urban and international markets. Financial details were not disclosed.
READ MORE HERE
Carlos Alcaraz named global ambassador for evian
evian has announced Carlos Alcaraz as its latest global brand ambassador, adding the two-time Grand Slam champion to its roster of tennis talent that includes Frances Tiafoe and Emma Raducanu. The partnership was unveiled during a promotional event on Regent Street in London, coinciding with the build-up to the summer tennis season.
Alcaraz joins as the brand looks to deepen its association with tennis, where it has long-standing sponsorships with both Wimbledon and the US Open. The collaboration is positioned around evian’s “Live Young” campaign, with the player’s energy and athleticism used to reinforce messaging around healthy hydration.
“Staying hydrated with evian’s premium, mountain-made water is essential to my routine,” said Alcaraz, adding that he was proud to join a brand promoting well-being.
While the announcement leans heavily into lifestyle branding, it also reflects a continuing trend of premium beverage and wellness brands targeting top-tier athletes to bolster visibility and reach, especially during peak sports viewing periods.
READ MORE HERE
Mastercard signs global deal with Billie Jean King Cup
Mastercard has become a global partner of the Billie Jean King Cup by Gainbridge, the largest international women’s team tennis competition, in a deal launched this week at a promotional event in London featuring Billie Jean King herself. The partnership adds to Mastercard’s expanding sports portfolio, positioning the brand alongside one of tennis’s most prominent women’s tournaments.
As part of the agreement, Mastercard will be the inaugural partner of the Cup’s new Global Rankings and the ‘Team of the Year’ award—initiatives designed to enhance visibility and competitive storytelling around the event. Cardholders will also gain access to exclusive experiences during the 2025 finals in Shenzhen, including behind-the-scenes tours and on-court moments such as the coin toss.
“With tennis gaining momentum across the globe, partnering with the Billie Jean King Cup allows us to connect with fans in exciting new ways,” said Raja Rajamannar, Mastercard’s chief marketing and communications officer.
Kerstin Lutz, CEO of the Cup, called the partnership “a strong endorsement of women’s sport,” while noting Mastercard’s track record of delivering fan-focused activations. While financial terms were not disclosed, the deal reflects a wider trend of major brands investing in the growth potential of women’s sport.
READ MORE HERE
Toyota signs three-year deal with GAA, Camogie Association and GPA
Toyota Ireland has been named the Official Car Partner of the GAA, the Camogie Association , and the Gaelic Players Association (GPA) under a new three-year agreement announced this week. The deal reinforces Toyota’s long-running investment in Irish sport, expanding its visibility across men’s and women’s Gaelic games at both elite and grassroots levels.
The partnership will include brand activations, community engagement initiatives, and ambassador roles for inter-county players Aisling Maher and John Maher. Both athletes will represent the brand as part of its promotional efforts and sustainability messaging, driving Toyota’s hybrid vehicles as part of the campaign.
Toyota Ireland CEO Steve Tormey positioned the deal as a continuation of the company’s support for national sport and local communities, stating it aims to “deepen our connection with communities nationwide.”
While the financial terms have not been disclosed, the agreement adds to a growing list of commercial sponsors backing Gaelic games at a time of increased scrutiny over player welfare and the commercialisation of amateur sport.
READ MORE HERE
Aston Villa names Ebury as Official FX Partner
Aston Villa Football Club has announced a new partnership with financial technology firm Ebury, which becomes the club’s Official FX Partner ahead of the 2025/26 season. The deal will see Ebury support the club’s international business operations through its global platform, as Villa continues to expand its commercial footprint beyond the UK.
The agreement is framed as a strategic fit, with Ebury providing foreign exchange services, payments infrastructure, and financial technology tailored to international growth. The partnership also underscores Ebury’s growing focus on the UK sports market and its ambitions in the Midlands region.
“Our talent and fanbase continue to cross borders,” said Adrian Filby, Chief Commercial Officer at Aston Villa. “Ebury’s platform will be invaluable as we move towards the new season.”
Peter Brooks, Ebury’s Global Head of Sports, added that the deal was “an exciting expansion for Ebury Sports in the UK market” and one that aligns with the firm’s efforts to support globally ambitious organisations.
While financial terms were not disclosed, the partnership reflects a broader trend of football clubs turning to fintech and FX firms to help manage increasingly complex international operations.
READ MORE HERE
Genesis named first Global Official Vehicle of the PGA TOUR
Luxury automotive brand GENESIS has been unveiled as the first-ever Global Official Vehicle of both the PGA TOUR and PGA TOUR Champions, marking an expansion of the brand’s involvement in professional golf.
The multi-year agreement runs through 2030 and sees Genesis also become the Official Mobility Partner of the PGA TOUR, as well as the inaugural sponsor of its World Feed broadcast.
The partnership reflects Hyundai Motor Group’s ambition to deepen global brand visibility through sports, with Genesis already title sponsor of The Genesis Invitational and the Genesis Scottish Open. This new deal introduces year-round content campaigns, on-site activations, and fan engagement initiatives, including the launch of Driven, a branded TV programme spotlighting Genesis’ involvement in the sport.
“We are honoured to launch this expanded global official marketing partnership with Genesis,” said Rick Anderson, CCO of the PGA TOUR. “The PGA TOUR’s World Feed is ushering in the next era of golf media with the support of a steadfast global partner.”
Genesis President and CEO José Muñoz added: “Together, we are committed to delivering excellence—whether through enhancing the experience for players, caddies, and fans, or supporting meaningful initiatives.”
The World Feed, which debuted in March, represents a major broadcast innovation for the TOUR, providing international fans with dedicated coverage and localised storytelling, backed now by one of the luxury auto industry’s rising global players.
Midnite becomes principal partner of Sheffield United
Online sportsbook Midnite has been announced as the new principal partner of Sheffield United Football Club for the 2025/26 season, with its branding set to appear on the front of both men’s and women’s first-team shirts. The deal also includes training wear, adult replica kits, and prominent matchday visibility at Bramall Lane Stadium.
As part of the agreement, the club and Midnite will launch a Premium Seat Upgrade initiative, offering two season ticket holders the chance to experience each men’s home game from the Tony Currie Suite. A range of fan engagement activations is also planned, though specifics have yet to be detailed.
“We’re committed to helping make this a memorable season for Blades fans,” said Midnite VP of Growth Jonathan Shaw, positioning the sponsorship as part of the company’s bid to grow its UK footprint and challenge more established operators. The betting firm previously partnered with the 2025 World Snooker Championship, also held in Sheffield.
The agreement will operate under the Gambling Commission’s codes of practice, amid growing scrutiny of betting sponsorships in football and increasing calls for tighter regulation around advertising and fan protection.
For more insights like these, ensure you’re subscribed to Insider Sport’s daily newsletter.
