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 include PUMA locking in a long-term renewal with Manchester City, Coca-Cola extending its training kit partnership with SSC Napoli through 2028, and BetMGM signing baseball icon Derek Jeter as its latest brand ambassador.
Elsewhere, Betano strikes a major deal with FC Bayern, Rexel and Denmans energise the EFL with a grassroots-focused partnership, and Quilter returns to rugby as title sponsor of the rebranded Quilter Nations Series.
For more insights like these, ensure you’re subscribed to Insider Sport’s daily newsletter.
PUMA and Manchester City extend long-term global partnership
PUMA and Manchester City have renewed their long-term global partnership, extending a relationship that has underpinned the club’s on- and off-pitch dominance since the 2019/20 season. The new deal, which includes a continued focus on innovation, sustainability, and retail expansion, follows a highly successful period marked by the club’s Treble win and record-breaking kit sales.
“PUMA’s partnership with Manchester City has been a great success both on and off the pitch,” said Arthur Hoeld, CEO of PUMA. “Trophies, a perfect stage for our performance products and commercial success were exceptional.”
City CEO Ferran Soriano added that the extension “solidifies our relationship and projects it to an even brighter future,” citing the global fan engagement and product milestones achieved through the partnership.
The collaboration also sees renewed commitments to sustainability, including the continued use of RE:FIBRE recycled materials in replica shirts, and retail growth through PUMA’s STICHD subsidiary, with new store openings planned globally.
READ THE FULL ANNOUNCEMENT HERE.
Coca-Cola renews SSC Napoli training kit deal through 2028
SSC Napoli has extended its partnership with Coca-Cola, confirming the soft drinks giant as the club’s Global Training Kit Partner until the end of the 2027/28 season. The Coca-Cola logo will continue to feature on Napoli’s training and warm-up gear for both the First Team and Primavera, cementing a relationship that began in 2022.
The collaboration continues to fuse branding and fan experience, with Coca-Cola supporting matchday activations at the Diego Armando Maradona Stadium including DJ sets and the popular “Fan Cam.” The new-look kit, inspired by a “Cyborg” concept, aims to reflect the synergy between athlete and technology with a futuristic metallic design.
Napoli CRO Tommaso Bianchini said the extension “marks the second phase of our relationship,” while Coca-Cola’s Paola Donelli underlined the brand’s commitment to enhancing matchday moments both in stadiums and at home.
READ FURTHER DETAILS ON THE PARTNERSHIP HERE.
BetMGM names Derek Jeter as brand ambassador in multiyear deal
BetMGM has added baseball icon Derek Jeter to its roster of brand ambassadors as part of a new multiyear partnership. The Hall of Famer will appear in national marketing campaigns — including the upcoming “Legendary Plays” spot — and will be featured in an exclusive Jeter-themed slot game, the first of its kind for a former MLB star.
Jeter will also support BetMGM’s responsible gambling initiatives across the US and Canada, aligning with the operator’s ongoing expansion strategy. His addition follows other major athlete partnerships including Wayne Gretzky and Barry Sanders, as BetMGM looks to deepen audience engagement through legacy sports figures.
BetMGM described Jeter’s appeal and leadership as “a perfect fit” for its evolving brand platform, while the partnership underscores the trend of integrating elite athletes into the commercial and advocacy arms of major betting firms.
READ THE FULL ANNOUNCEMENT HERE.
Quilter returns to rugby as first-ever Title Partner of the November internationals
Six Nations Rugby has confirmed Quilter as the inaugural Title Partner of the newly named Quilter Nations Series, marking the wealth manager’s return to international rugby after previously sponsoring the November fixtures from 2016–2022.
Launching in November 2025, the partnership sees Quilter aligned with a packed month of international rugby, featuring 22 fixtures across five weekends, and headlined by England v Australia on 1 November at Allianz Stadium. The collaboration builds on the success of 2024’s record-breaking edition, which attracted 58 million global viewers, including 14 million across the UK and Ireland on TNT Sports, now in its second year as broadcast partner.
Tom Harrison, CEO of Six Nations Rugby, called the tie-up a “testament to the appeal and excitement” of the autumn internationals. Quilter CEO Steven Levin highlighted the “shared energy, passion and community” of the sport, reinforcing Quilter’s long-term commitment to rugby.
READ FURTHER DETAILS ON THE ANNOUNCEMENT HERE.
Barcelona agrees €44m deal with Democratic Republic of Congo tourism board
Barcelona FC is finalising a four-year, €44 million sponsorship agreement with the Democratic Republic of Congo’s tourism board, as the club continues its push to restore financial equilibrium and re-enter La Liga’s 1:1 spending rule.
The deal will see DR Congo branding appear on the back of Barcelona’s training kits, marking a new direction in the club’s commercial strategy and adding to the African nation’s growing sports portfolio, following a similar deal with AS Monaco.
The agreement provides the club with an important injection of capital as it looks to register new signings for the 2025–26 campaign. The sponsorship also underscores how global tourism boards are increasingly turning to elite European clubs for high-impact brand exposure.
Monzo extends as Coventry City’s principal partner for 2025/26
Digital banking disruptor Monzo has renewed its principal partnership with Coventry City for the 2025/26 season, expanding the deal to include Monzo Business branding on the back of the club’s shirts. The extension follows a debut year that saw fan-focused initiatives such as cashback offers and competitions.
The expanded partnership coincides with Frank Lampard’s first full season in charge and a record season ticket uptake.
Coventry City owner Doug King said both parties share a “forward thinking and inclusive” vision, while Monzo VP of Marketing AJ Coyne added that the renewal reflects the bank’s “commitment to the Sky Blues and their community.”
READ THE FULL ANNOUNCEMENT HERE.
CopyBet renews front-of-shirt partnership with QPR
Queens Park Rangers have confirmed that CopyBet will continue as the club’s front-of-shirt sponsor for the 2025/26 season, marking a fourth consecutive year of collaboration. The partnership began in 2022 with back-of-shirt branding before moving front and centre in 2024, debuting in a 4–0 win over Leeds United.
CopyBet’s logo will again appear on all adult retail shirts and the men’s first team kits, with Business Development Director Anton Ivanov praising the “ongoing commitment” and shared ambition.
QPR Commercial Director Euan Inglis described the relationship as “fantastic,” highlighting the team’s professionalism and consistency across seasons.
READ THE FULL ANNOUNCEMENT HERE.
Rexel and Denmans plug into the EFL with two-year deal
Electrical wholesaler Rexel and its subsidiary Denmans have announced a two-season partnership with the English Football League (EFL), marking their first official foray into professional football. The agreement runs through to the end of the 2026/27 season and will include community-focused activations and grassroots football investment.
Football legends John Barnes and Clinton Morrison helped launch the partnership, which will feature kit donations to hundreds of grassroots clubs, ticket giveaways, and in-branch promotions. Rexel and Denmans will also hold a presence at all five EFL Wembley finals and across the league’s digital platforms.
The partnership reinforces both companies’ ambitions to “power dreams” within EFL communities, with Chief Digital Marketing & Transformation Officer Natalie Moss emphasising the commitment to “nurturing talent and creating unforgettable experiences.”
READ THE FULL ANNOUNCEMENT HERE.
For more insights like these, ensure you’re subscribed to Insider Sport’s daily newsletter.
