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 FC Bayern locking in a landmark deal with Betano, the Colorado Rockies launching a first-of-its-kind jersey patch with York Space Systems, and Sydney FC cashing in on Wrexham’s tour with a suite of new partners. Plus, bold brand moves across Serie A, NASCAR, Austrian basketball, and Premier League pre-season.
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Aston Villa teams up with Xapo Bank for pre-season US tour
Aston Villa has announced a new partnership with Xapo Bank, a Bitcoin-first financial institution, which joins the Premier League club as an Official Partner and the Official Pre-Season Tour Partner for Villa’s 2025 US tour.
Xapo, one of the world’s oldest Bitcoin custodians and a fully licensed private bank, will support the club’s growing international ambitions as it looks to expand its brand in the US and beyond.
Villa’s Chief Commercial Officer Adrian Filby said the partnership reflects “a shared vision for long-term success,” while Xapo CEO Seamus Rocca praised Villa’s ambition and commitment to building a lasting legacy. “We’re not chasing fleeting headlines… we’re focused on playing the long game,” he said.
The deal strengthens both parties’ global presence and marks another example of football’s increasing convergence with innovative finance and digital assets.
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Karbon-X powers up Austrian basketball with green naming rights deal
Climate solutions company Karbon-X has signed a multi-year agreement to become the official name sponsor of Austrian basketball champions BK Dukes. The top-tier team will now compete as the BK Karbon-X Dukes, marking one of the most sustainability-driven naming rights deals in European sport to date.
The partnership goes beyond branding. Together, the two organisations will implement a wide-ranging set of environmental initiatives, including annual emissions reporting, full offsetting of Scope 1, 2 and 3 emissions for both team and venue operations, and the introduction of a carbon offset fee on every matchday ticket. The aim is to make fan participation part of the climate solution.
Matt Kauffman, EVP Sports & Entertainment at Karbon-X, said the collaboration “represents what climate action should look like: visible, energizing, and engaging.” The deal builds on Karbon-X’s strategy of embedding emissions reduction into mainstream platforms, with professional sport increasingly seen as a high-impact channel for behavioural change.
Fresh off their Austrian Cup title win, the BK Karbon-X Dukes will launch the partnership in the 2025–26 season, with integrated campaigns rolling out throughout the year.
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York Space Systems enters orbit with Colorado Rockies jersey patch deal
In a first for the aerospace sector, York Space Systems has signed a landmark jersey patch agreement with the Colorado Rockies, becoming the first space technology company to secure a jersey sponsorship across any professional sport.
The multi-year deal, brokered by Playfly Sports, runs through the 2030 MLB season and will see the York Space Systems logo appear on all Rockies uniforms, with placement depending on player handedness and position. The partnership is more than symbolic—York will also become the team’s exclusive aerospace partner, with wide-ranging branding, media, and community engagement rights.
York, which provides space-based solutions to the U.S. government, will use the partnership to raise public awareness of Colorado’s role in the growing space economy. The agreement includes in-venue signage at Coors Field, naming rights to the Suite Level (from 2026), and community initiatives such as a STEM Day and charity activations.
“This partnership marks a first for our industry,” said York CEO Dirk Wallinger, calling it a celebration of Colorado’s “spirit of innovation.” The deal positions York not only as a supporter of the Rockies but as a civic leader looking to engage younger audiences through baseball.
The patch made its debut on July 1, as the Rockies entered the second half of the MLB season with a new look—and a partner that’s aiming for the stars.
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Betano signs three-year deal with FC Bayern
FC Bayern has announced Betano as an Official Partner in a new three-year agreement that will run through the 2027/28 season. The partnership sees the Kaizen Gaming-owned betting brand strengthen its presence in the German market, with Bayern positioning the tie-up as part of its broader innovation and growth strategy.
Betano branding will be visible across club channels and assets, with a focus on global fan engagement. Michael Diederich, Executive Vice Chairman of FC Bayern, said the brand is “highly innovative and always pushing forward – qualities we hold in high regard.” Kaizen CEO George Daskalakis added the partnership “reflects just how far we have come” as Betano cements its place among the world’s leading betting operators.
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Napoli names bet365 Scores as Official Infotainment Partner
SSC Napoli has signed a new partnership with bet365 Scores, making the real-time results and statistics app its Official Infotainment Partner for the 2025/26 season.
The deal forms part of Napoli’s global growth strategy, “From Napoli to the World,” and will see bet365 Scores deliver exclusive digital content, stats, and live updates tailored to Azzurri supporters. The collaboration aims to create a more engaging fan experience and deepen digital touchpoints for Napoli’s increasingly international audience.
Club CRO Tommaso Bianchini said the tie-up was a “perfect fit” for the club’s global ambitions, while bet365 Scores described the deal as a “great source of pride,” citing Napoli’s historic legacy and passionate global fan base.
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Sydney FC lands four new partners ahead of Wrexham clash
Sydney FC has announced a wave of new partnerships ahead of their high-profile friendly against Wrexham on JULY 15, turning the globally watched match into a commercial springboard.
Among the signings is More telecom, joining as Official Telecom Partner in what marks its first move into sports sponsorship. More will feature on Sydney FC’s sleeve during the Wrexham fixture, with broader branding, fan activations, and exclusive discounts planned across the 2025/26 A-League season.
Also debuting for the Wrexham match is Anytime Fitness, which takes a one-off kit placement on the back of the players’ necks. The brand is also rolling out a bespoke content series celebrating shared values of performance and preparation.
Gilton Valeo Lawyers has been named Official Immigration Partner, offering strategic support for international player visa processes. Their sports brand, Sports Visa Lawyers, will also feature on the kit for the exhibition match.
Completing the lineup is EatClub, a food and beverage app activating around the Wrexham match with app-based giveaways and digital promotions.
The multi-partner push reflects a growing trend in Australian football: using major friendlies with international clubs as standalone commercial opportunities to attract sponsors and test brand engagement.
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Hertz returns to NASCAR with LEGACY MOTOR CLUB sponsorship
Hertz has been announced as the primary sponsor of John Hunter Nemechek’s No. 42 Toyota Camry XSE for the NASCAR Cup Series race at Dover Motor Speedway on July 20, marking the car rental giant’s latest move in motorsports through its association with Knighthead Capital.
The deal reunites Hertz with NASCAR branding in striking black-and-gold livery and deepens Knighthead’s cross-platform motorsport portfolio, which also includes the Cadillac Hertz Team JOTA in the FIA World Endurance Championship. The activation will also promote Hertz Car Sales, highlighting the brand’s used vehicle arm to a national audience.
“This partnership is a great example of how we’re aligning top-tier racing platforms under a shared motorsport vision,” said Nemechek, while Hertz CEO Gil West described the tie-up as an opportunity to “connect with fans and customers through the thrill of racing.”
The sponsorship underscores Hertz’s growing commitment to motorsport visibility and innovation on both sides of the Atlantic.
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