Welcome to Insider Sport ‘s latest edition of the Partnership Playbook, where we bring you the details on some of the latest sports partnerships and sponsorships.
This week, Ed Sheeran‘s new album logo will appear on FC Barcelona shirt, Visa is helping Newcastle United bring fans in Saudi Arabia closer to the action, and Delta Air Lines has strengthened its hometown ties with the Atlanta Hawks.
Elsewhere, TJ Maxx enters women’s sport with its first‑ever front‑of‑kit partnership, Target Darts steps up to manage rising star Luke Littler, and Cardiff Rugby extends its long‑standing alliance with Fire‑Rite UK.
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Ed Sheeran’s new album ‘Play’ to feature on Barça shirts for El Clásico
FC Barcelona and Spotify are once again fusing music and football, this time with Ed Sheeran, who becomes the first male solo pop artist to feature on the club’s shirt as part of their ongoing front-of-kit logo collaborations.
The logo for Sheeran’s new album, Play, will appear on Barça Femení’s kit for the match against Granada on October 19, before taking centre stage on the men’s shirt for El Clásico against Real Madrid C.F. on October 26.
Exclusive limited-edition shirts will go on sale from October 15. The partnership extends into gaming, with the Play kit debuting in Konami Gaming, Inc.’s eFootball™ from October 23.
Ed Sheeran said: “Seeing my new album, Play, on the Barça shirt is one of those moments I can hardly believe. I’ve loved football my whole life, so bringing my music to such an iconic stage and sharing it with fans everywhere means a lot to me.”
Spotify’s Marc Hazan added: “Ed’s genuine love for football and his status as one of the world’s biggest artists made putting Play on the Barça shirt a natural choice.”
The Play logo follows previous Spotify shirt collaborations with Drake, Rosalía, Travis Scott, Coldplay, Karol G and The Rolling Stones.
Manchester City teams up with Paramount+ in US Champions League push
Manchester City Football Club has announced a new US media collaboration with Paramount+, strengthening its visibility stateside during the club’s 2025/26 UEFA Champions League campaign.
The deal will see Paramount+ branding and content featured prominently across Manchester City’s official US digital and social channels, giving fans unique localised content and exclusive Champions League tie-ins.
The partnership reflects City’s ongoing strategy to grow its presence in the US, which has included preseason tours, in-market activations, and the launch of City Studios NYC, the club’s US-based content production hub.
Fans in the US can now expect bespoke video, editorial and social media content aligned with Paramount+’s Champions League coverage, helping deepen engagement with one of Europe’s most dominant football brands.
Target Darts steps up to manage rising star Luke Littler
World-leading darts manufacturer Target Darts has announced it will take on the career management of Luke Littler, the teenage sensation who became one of the sport’s most recognisable names after winning the World Championship.
The move builds on a relationship that began when Littler joined Team Target at age 12, with the brand supporting his rise from prodigy to global star. Target will now guide Littler both on and off the oche, providing the structure and support for him to compete at the highest level.
Target Darts said it was “proud to have been part of his incredible journey” and praised Littler’s “professionalism, focus, and natural talent.” Littler said he was “really happy to have their backing” as he prepares for major upcoming tournaments.
Delta renews multi-year partnership with Atlanta Hawks
Delta Air Lines has extended its long-standing partnership with the Atlanta Hawks, remaining the Official Commercial Airline of both the team and State Farm Arena. The renewed deal kicks off with a focus on elevated fan experiences, including new SkyMiles rewards and in-game activations.
SkyMiles members attending Hawks home games can now check in via the Hawks app to unlock exclusive benefits such as seat upgrades, merchandise, and on-court experiences through the SkyMiles Upgrades Platform.
To celebrate the partnership, Delta will host a “Delta Day” on 25 October, giving away co-branded luggage tags to the first 5,000 fans and offering exclusive rewards to select SkyMiles members.
Delta also retains naming rights to the Delta SKY360° Club, the arena’s premier hospitality space, and will continue to feature branding throughout the venue, including the Delta Fly-Through Lanes for expedited entry.
Delta CMO Alicia Tillman said the partnership celebrates the brand’s “shared Atlanta roots,” while Hawks CCO Andrew Saltzman called the deal a perfect alignment of “values, innovation, and community.”
Boston Legacy FC inks inaugural front-of-kit deal with TJ Maxx
Newly founded National Women’s Soccer League (NWSL) side Boston Legacy FC has unveiled TJMaxx as its first-ever front-of-shirt sponsor ahead of the club’s debut in 2026. The multi-year deal will see the off-price retail giant become the team’s Official Apparel and Fashion Partner, with its logo featured prominently on both the home and away kits.
This is TJ Maxx’s first front-of-kit sponsorship in sport and marks a bold statement in support of women’s sport and self-expression. The partnership reflects shared values of “authenticity, confidence, and individuality,” according to club controlling owner Jennifer Epstein.
In addition to kit branding, TJ Maxx will have a strong matchday presence at Gillette Stadium, back fan merchandise, and create style-driven content opportunities for players. The club and retailer will also donate to Boston non-profit Dream Big!, which helps girls from low-income communities access sport through equipment, apparel and scholarships.
Emily Trent , SVP of Marketing at TJ Maxx, said:
“This organization reflects our ambition to celebrate women’s individuality, uplift players’ unique stories on and off the field, and inspire more fans to tune into the exciting world of women’s sports.”
Boston Legacy FC joins the NWSL in 2026 as its 15th club.
Newcastle United and Visa target Middle East fans with Saudi activation
Newcastle United Football Club has entered a new partnership with Visa, aimed at creating ‘unforgettable’ fan experiences in Saudi Arabia as the club continues to deepen its ties in the Middle East.
Visa customers will be eligible for exclusive activations, including VIP matchday trips to St. James’ Park, meet-and-greets with players and legends, behind-the-scenes access, merchandise giveaways, and more.
The partnership comes as Newcastle’s digital engagement in the Middle East grows over 20% year-on-year, driven by the club’s increasing global visibility and ownership links to Saudi Arabia.
Peter Silverstone, CCO at Newcastle United, described the Middle East as a “key market”, while Visa’s regional GM Ali B. said the collaboration would offer fans in Saudi Arabia “unique, memorable experiences”, powered by Visa’s digital payment solutions.
The partnership is being supported by barq, a Saudi-based fintech.
Fire-Rite UK extends decade-long Cardiff Rugby partnership with training kit deal
Cardiff Rugby has renewed its partnership with FireRite UK for two more years, extending a relationship that spans over a decade. Under the new agreement, Fire-Rite becomes the Official Training Kit Partner for the 2025/26 and 2026/27 seasons, with branding set to appear across the club’s training wear.
Fire-Rite continues as Cardiff Rugby’s Official Safety Partner, delivering full Fire and Life Safety compliance across Cardiff Arms Park — including risk assessments, alarm systems, emergency lighting, and training.
Jason Harries, Head of Business Development at Cardiff Rugby, praised Fire-Rite’s “commitment to excellence and community,” while Fire-Rite’s directors described the Arms Park as “part of our city, our community, and our story.”
In other news:
- BNP Paribas Fortis is now the title sponsor of the 10th European Open (BNP Paribas Fortis European Open), Belgium’s only ATP 250 tournament.
- Eugene Investment & Securities will participate as the title sponsor of the 2025 ATP Tour Seoul Open international men’s challenger tennis tournament.
- FC Augsburg 1907 have extended their partnership with The Coca-Cola Company until 2028.
- Ipswich Town FC have named IFX Payments as a new elite partner.
- Underdog, the fastest-growing sports company in the US, and the St. Louis Blues have announced a multiyear marketing partnership.
