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, we take a look at Mastercards continued relationship with the MLB, AC Milan’s new partnership with Coca-Cola, and which drinks brand is the first to partner with up and coming Premier Padel.
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Mastercard extends MLB partnership, adds fan-first experiences and Jonas Brothers World Series performance
Mastercard has renewed its long-running partnership with Major League Baseball (MLB), reinforcing nearly 30 years of collaboration built on celebrating fan memories and cultural moments. The multi-year extension sees Mastercard continue as Presenting Sponsor of the MLB All-Star Game and deepen its focus on fan-first activations.
To mark the occasion, the Jonas Brothers—this year’s Mastercard ambassadors— performed at Game 2 of the World Series in tribute to the brand’s Stand Up To Cancer initiative. Mastercard has raised over $80 million for SU2C since 2010, with this campaign continuing that momentum via tap-to-pay donations and restaurant promotions.
Mastercard will also roll out loyalty and e-commerce innovations across MLB touchpoints, including the MLB Ballpark app and retail.
MLB Deputy Commissioner Noah Garden called the partnership “part of the fabric” of the game, while Mastercard’s EVP Rustom Dastoor described the renewal as a way to bring fans even closer to the sport they love.
AC Milan and Coca-Cola team up for lifestyle-led partnership in Italy
AC Milan has named The Coca-Cola Company its Official Soft Drink Partner and Powerade its Official Sports Drink Partner in Italy, marking the start of a new regional collaboration between two globally recognised brands.
Kicking off this season, Coca-Cola will introduce fan-focused activations at San Siro, including a dedicated DJ booth to enhance pre-match entertainment, as well as digital and social content campaigns that celebrate shared values such as passion, inclusion and community.
The agreement spans both the men’s and women’s teams and includes in-stadium branding, matchday refreshments and lifestyle-led fan experiences.
AC Milan described the deal as a meeting of “two iconic global brands,” while Coca-Cola said it offers “a great opportunity to connect with families and fans” through a celebration of the game’s universal appeal.
Heineken® 0.0 joins Premier Padel as Global Beer Partner from 2026
The HEINEKEN Company® 0.0 has signed a global sponsorship deal with Premier Padel, marking its debut in the rapidly growing world of professional padel.
From 2026, the alcohol-free beer will become the tour’s Global Beer Partner, aligning with the sport’s strong social culture and appeal to health-conscious, community-driven players and fans.
Heineken® 0.0 will activate at events worldwide, supporting the tour’s ongoing expansion into new markets, including Asia. Both parties framed the partnership as a shared commitment to in-person experiences, global growth, and vibrant fan engagement.
Target Darts strikes galactic licensing deal with Disney and Star Wars
Target Darts has announced a major licensing agreement with The Walt Disney Company to develop Star Wars-themed darts products across the EMEA region. The collaboration will see limited-edition darts, dartboards, and accessories featuring iconic characters such as Darth Vader and Luke Skywalker.
Target, which counts world champions Luke Littler and Phil Taylor among its ambassadors, aims to blend elite-level sport with storytelling to engage both darts fans and Star Wars enthusiasts.
CEO James Tattersall called the partnership a “gamechanger” for how sport and pop culture can intersect.
JD Sports extends long-term partnership with Celtic FC, launching youth and community initiatives
JD Sports Fashion and Celtic Football Club have announced a renewed long-term partnership centred on grassroots development and community outreach. The collaboration was launched with a vibrant youth coaching event at the newly unveiled Barrowfield Training Centre, now home to Celtic’s women’s and academy teams.
Over 100 children aged 3–12 took part in a special session led by Celtic FC coaches and players, with first-team stars Callum McGregor, James Forrest and Anthony Ralston, alongside women’s team players Megan Cross and Adelaide Gay, surprising participants with on-pitch involvement and photo opportunities.
JD will now support a series of community football programmes through Celtic’s Soccer Academy, using Barrowfield as a base to inspire future generations. The sportswear retailer, which has an extensive presence across the UK and internationally, described the extended deal as a celebration of youth, sport and community connection.
iCapital joins US Ski & Snowboard as official team sponsor
U.S. Ski & Snowboard Team has signed iCapital as a new sponsor across its national teams, including the Stifel U.S. Ski Team, Hydro Flask U.S. Snowboard Team, and Toyota U.S. Para Snowboard Team.
The partnership marks iCapital’s first team sponsorship and builds on its sports ambassador programme, which already includes golf and alpine ski racing. As part of the deal, iCapital branding will feature on team uniforms, and the company will engage fans through digital activations and hospitality experiences.
U.S. Ski & Snowboard CEO Sophie Goldschmidt welcomed the alignment of “innovation and excellence” between the two organisations.
Serie B Taps IRIS Sport Media to drive global rights push
Lega Serie B named IRIS Sport Media as its global media rights advisor. Under the new partnership, IRIS will help the Italian second division package, market, and sell its international broadcast rights, with the goal of boosting Serie B’s visibility outside Italy and creating new revenue streams for its clubs.
IRIS — a London-based agency founded by former IMG Media executives — will lead strategy and negotiations with overseas broadcasters and streaming platforms, positioning Serie B content (live matches, highlights, player storytelling) for international distribution.
Villarreal CF renews partnership with crypto betting brand Playbet
Villarreal CF has extended its sponsorship agreement with Playbet, reaffirming the betting platform’s role as the club’s regional partner in Europe. First signed last season, the deal excludes the Spanish market but continues to bring Playbet’s brand to fans in over 30 countries through digital activations and shared content.
The renewed collaboration promises to build on early successes by delivering more immersive fan engagement both online and on matchdays.
Juan Antón De Salas, Commercial Director at Villarreal, highlighted the deal’s value in expanding the club’s international media presence, while Playbet’s CMO José Miguel Almeida praised football’s unifying power and the opportunity to create “unforgettable moments” for fans.
In other news:
- Truist Financial Corporation has become a major sponsor of the Charlotte Hornets with a multiyear deal focused on sports growth.
- FC Barcelona has partnered with New Era Cap which will see the headwear brand launch a collection as the Catalan club’s official headwear licensee. The club have also announced Uber as a new official partner in a deal running until 2027.
- The Real Federación Española de Fútbol (RFEF) has chosen Old Spice as a new partner and signed a deal with Estrella Galicia, which becomes the official beer of the 2025/26 and 2026/27 editions of the Copa del Rey.
- SSC Napoli have named The HEINEKEN Company as the club’s official beer supplier for the 2025/26 season.
- The Football Association has confirmed ClearScore as an official partner of both the men’s and women’s FA Cup tournaments in a multi-year deal.
- Cincoro Tequila has become an official sponsor of the Los Angeles Lakers, where brand awareness will be driven through in-arena signage at games.
