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 Revolut becoming the title partner of the future Audi F1 Team, Innova Solutions teaming up with the Carolina Panthers and Charlotte FC, and Stanley 1913 launching a lifestyle-led partnership with Arsenal.
Also making headlines: Leeds United sign new sleeve and cybersecurity sponsors, West Ham United and Brentford extend partnerships with financial services brands, and Betano secures naming rights to the Portuguese Super Cup.
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Revolut becomes title partner of future Audi F1 Team from 2026
Audi and Revolut have announced a multi-year strategic partnership that will see the global fintech become the title sponsor of the future Audi F1 Team beginning with the 2026 FIA Formula One World Championship. The alliance brings together two innovation-led brands focused on challenging convention and redefining the fan experience in their respective industries.
Revolut will integrate its Revolut Business platform into the team’s financial operations, while fans will benefit from seamless digital retail experiences, including checkout solutions for team merchandise. The partnership will also deliver new formats for fan interaction during race weekends and offer exclusive experiences to Revolut’s customer base, which has surpassed 60 million globally.
“This is a monumental partnership for Revolut and the future Audi F1 Team,” said Nik Storonsky, CEO of Revolut. “As Revolut continues to challenge the status quo in global finance, the future Audi F1 Team is set to do the same in motorsport.” Audi’s CEO Gernot Döllner added: “Formula 1 is a global stage that offers us the opportunity to reach new target groups together and generate enthusiasm for our products.”
Audi’s entry into Formula 1 in 2026 comes amid major regulatory changes focused on sustainability, electrification and cost controls. The partnership with Revolut reinforces Audi’s ambition to position F1 as a strategic platform for brand growth, while Revolut sees it as a way to enhance global visibility and deepen engagement with its digitally native users.
READ THE FULL ANNOUNCEMENT HERE
Innova Solutions becomes digital transformation partner of Carolina Panthers and Charlotte FC
Tepper Sports & Entertainment has secured a multi-year deal with Innova Solutions, naming the global technology and talent firm as the Official Digital Transformation Partner of both the Carolina Panthers and Charlotte FC. This marks Innova’s first sports partnership in the NFL and MLS, offering year-round brand visibility and engagement opportunities across both teams.
The collaboration aims to elevate operational excellence and fan experiences through branding, marketing, and advanced technology integration. Notably, the Panthers will work with Innova on a new cloud-native football analytics initiative to drive performance enhancement through data insights. Meanwhile, Charlotte FC will benefit from broader digital upgrades supporting long-term fan engagement.
“Digital innovation is redefining what peak performance means across every industry,” said Raj Sardana, founder and CEO of Innova Solutions. “By uniting Innova’s expertise in next-gen technology with each team’s bold vision, we’re on a mission to enhance the fan experience and help shape the future of the game—together.”
The partnership has already kicked off with Innova’s presenting sponsorship of the Panthers’ Chalk Talk event in June 2025, featuring in-depth discussions with the coaching team. Looking ahead, the deal is set to deepen the role of data and digital infrastructure in the teams’ competitive and commercial strategies.
READ THE FULL ANNOUNCEMENT HERE
Stanley 1913 teams up with Arsenal for multi-year global partnership
Arsenal has signed a multi-year global deal with premium drinkware brand Stanley 1913, launching the collaboration with a bespoke Stanley x Arsenal FC collection. The range includes high-performance drinkware and barware inspired by the club’s iconic kit colours, aimed at supporters who channel their team spirit into everyday life.
The partnership introduces Stanley to Arsenal’s global fanbase while aligning the brand with the club’s heritage, values, and premium positioning. The collection blends functionality and design to appeal to lifestyle consumers as well as football fans.
Juliet Slot, Arsenal’s Chief Commercial Officer, said: “We’re proud to partner with Stanley 1913, a globally recognised brand known for its quality, performance and style. We share values of community and belonging, and it’s exciting to bring our supporters together with exclusive products like the Stanley 1913 x Arsenal FC collection.”
The agreement reflects an ongoing trend of lifestyle crossovers in club commercial strategy, as teams increasingly target new revenue and engagement streams through product-led brand collaborations.
READ THE FULL ANNOUNCEMENT HERE
Leeds United sign Parimatch as men’s first team sleeve sponsor
Leeds United have confirmed global entertainment brand Parimatch as the club’s new official sleeve sponsor for the 2025/26 Premier League season. The deal will see Parimatch branding feature on the left sleeve of Leeds’ men’s first team shirts, as well as across Elland Road, the Thorp Arch training ground, LED boards and club media backdrops.
Parimatch, which has over three decades of experience in betting and gaming, has previously been visible in the Premier League and is looking to reinforce its brand through innovative digital activations in partnership with Leeds United. The brand is positioning itself alongside clubs that align with its values of ambition and modernisation.
“This is more than a partnership—it’s a powerful alliance between two brands with the same goal: to win,” said Sergey Portnov, CEO of Parimatch. “We believe in strong leadership, and we see that in Leeds United—a club with a proud history, loyal fans, and big dreams for the Premier League 25/26.”
Morrie Eisenberg, Chief Business Officer at Leeds United, added: “We’re really pleased to bring Parimatch onboard… They are a trusted brand who have worked within the sporting industry for a long time. We will work closely with the Parimatch team to deliver innovative campaigns and activations where possible.”
Leeds have announced a new official partnership with NordVPN for the 2025/26 Premier League season. As the global market leader in online privacy and cybersecurity, NordVPN will support fans by offering secure internet access, protecting browsing activity and personal data through advanced encryption technologies.
The partnership includes the promotion of NordVPN’s latest Threat Protection Pro antivirus product and a special offer for Leeds United fans, who can claim an extra month of service for free using the code LUFC.
READ THE FULL ANNOUNCEMENT HERE
West Ham United and eToro renew partnership with focus on financial inclusion
West Ham United have renewed their multi-year partnership with eToro, continuing their relationship with the online trading platform as Official Online Trading Partner. The renewal sees eToro maintain a broad suite of rights across both the men’s and women’s teams, including LED perimeter branding and digital advertising at all home fixtures.
A central pillar of the partnership is the ongoing promotion of eToro’s ‘Loud Investing’ campaign, which aims to close the gender investment gap by making financial literacy more inclusive and accessible. The initiative has already seen players from the West Ham United women’s squad take part in introductory investment workshops hosted by eToro, helping to demystify the basics of trading.
“It was great to be involved in the workshop with eToro,” said West Ham United Women defender Verena Henshaw. “The session had a great impact in making us all feel much more confident in our knowledge of the subject area.”
Stephanie Wilks-Wiffen, Director of Marketing at eToro, added: “Re-signing with West Ham United is about more than badges and billboards—it’s a chance to put financial empowerment at the heart of matchday culture.” West Ham Executive Director Nathan Thompson also welcomed the renewal, highlighting the club’s shared values around inclusion and global fan engagement.
READ FULL ANNOUNCEMENT HERE
Atlético de Madrid signs regional partnership with Moneta Markets
Atlético de Madrid has welcomed Moneta Markets as its new official online trading partner for the Asia-Pacific (APAC) region. The agreement sees the LaLiga club join forces with the global trading platform, which serves clients in over 100 countries and is known for its institutional-grade technology and customer service.
The partnership will offer exclusive experiences for Atlético fans, particularly those in the APAC region, while supporting Moneta Markets’ efforts to boost brand awareness through football. With online trading continuing to grow across Asia, the move positions Moneta Markets to connect with a broader demographic of potential users through sport.
“We are excited to partner with Atlético de Madrid, one of Europe’s most iconic and competitive clubs,” said David Bily, Founder and CEO of Moneta Markets. “Together, we aim to combine the energy of world-class football with the precision and potential of trading, creating powerful new experiences for our clients and Atlético’s global fanbase.”
Óscar Mayo, Atlético’s Chief Revenue and Operating Officer, added: “Their global mindset, innovative approach and pursuit of excellence reflect the values that define us both on and off the pitch. This partnership marks a significant step in how we connect with our fans and explore new frontiers such as online trading.”
READ FULL ANNOUNCEMENT HERE
PensionBee renews Brentford FC partnership with expanded women’s sport focus
Brentford FC has extended its partnership with PensionBee, marking the fifth consecutive year of collaboration between the Premier League club and the online pension provider. The deal builds on a relationship that began in 2021 and will now see PensionBee increase its visibility across the club’s ecosystem.
Under the new agreement, PensionBee becomes sleeve sponsor for Brentford’s women’s and academy matchday kits for the 2025/26 season. The brand also retains rights to in-stadium advertising, digital content across men’s and women’s teams, and fan-facing activations at the Gtech Community Stadium.
“Since the start of our partnership in 2021, both PensionBee and Brentford have gone from strength to strength,” said Jasper Martens, Group CMO at PensionBee. “We’re particularly proud to be sponsoring the sleeves of the women’s and academy kits in the season ahead.”
Brentford Commercial Director Fran Jones added: “PensionBee have been a fantastic partner for us throughout our time in the Premier League. This extension sees them continue to play an active role in supporting our women’s teams.”
READ FULL ANNOUNCEMENT HERE: https://www.pensionbee.com/uk/press/brentford-extends-pensionbee-partnership
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SPAR and EUROSPAR confirmed as Team Ireland’s LA28 retail partners
Leading Irish retail brands SPAR and EUROSPAR have been named official retail partners of both the Olympic Federation of Ireland and Paralympics Ireland, supporting Team Ireland on the road to the Los Angeles 2028 Olympic and Paralympic Games.
The multi-year partnership was unveiled with the backing of several high-profile Irish athletes and will see the retailers activate campaigns that engage local communities, promote athlete stories, and support participation across all levels of sport.
SPAR and EUROSPAR have a long-standing presence in Irish sport, having sponsored the European Athletics Championships since 1996 and backed over 80 grassroots events. They will now offer a nationwide platform for Team Ireland through their network of 450 stores and 14,000 colleagues.
NFL’s proposed ESPN stake raises concerns over media independence
As talks progress around ESPN potentially acquiring NFL Media assets like NFL Network and RedZone, reports now indicate the NFL may take a 10% equity stake in ESPN as part of the deal.
Team Vitality lands seven-figure CS2 sponsorship deal with Stake
Team Vitality has announced a major multi-year international partnership with betting brand Stake, naming the platform its official betting partner for its Counter-Strike 2 roster. The seven-figure agreement was unveiled at IEM Cologne 2025, with the new jersey featuring Stake branding debuting at the high-profile tournament.
The partnership includes jersey placement, digital activations, and exclusive content creation, as well as access to Team Vitality’s championship-winning CS2 players. Stake aims to strengthen its position in esports, joining an existing sponsorship portfolio that spans football, MMA and Formula 1.
Betano becomes title sponsor of Portuguese Super Cup
Kaizen Gaming’s Betano brand has been named title sponsor of the Supertaça Cândido de Oliveira under a new agreement with the Portuguese Football Federation. The deal sees the upcoming fixture between Sporting CP and SL Benfica officially rebranded as the Supertaça Cândido de Oliveira Betano, taking place on 31 July at Estádio Algarve.
The sponsorship deepens Betano’s involvement in Portuguese football and comes shortly after it was named official sponsor of the Copa América Femenina 2025. The operator’s Portuguese Country Manager Ricardo Branquinho said the agreement reinforces Betano’s “connection with the Portuguese Football Federation” and reflects a commitment to “elevating sports sponsorship in Portugal.”
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