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 explore Zilch’s football debut with Arsenal, West Ham’s AI-powered recruitment breakthrough with AWS and Crayon, O2’s five-year England Rugby renewal, and CommBank’s community-led push around the AFC Women’s Asian Cup 2026.
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West Ham United to pioneer AI-powered scouting with AWS and Crayon
West Ham United has partnered with Amazon Web Services (AWS) and Crayon to develop a bespoke AI-driven talent identification platform — becoming the first Premier League club to adopt a fully end-to-end, generative AI-powered scouting tool.
Built using Amazon SageMaker and Amazon Bedrock, the platform will combine machine learning and generative AI to streamline West Ham’s recruitment processes across both its First Team and Academy. It will centralise physical and technical player data, enabling scouts and coaches to assess prospects through a single, evidence-led system.
Positioned as a landmark innovation in football recruitment, the platform will be supported by Crayon’s Center of Excellence and the AWS Generative AI Innovation Center.
According to the club, the tool will help it make more strategic, consistent and future-focused decisions in the transfer market, while continuing its tradition of developing world-class talent through its famed ‘Academy of Football’.
Zilch joins Arsenal as Official Way To Pay in debut sports partnership
Consumer payments platform Zilch has entered its first-ever sports sponsorship, signing a multi-year deal with Arsenal Football Club as the club’s Official Way To Pay. The partnership spans both the men’s and women’s teams and aims to offer flexible payment options alongside exclusive fan benefits.
To launch the partnership, Zilch is gifting £50,000 back to supporters via Arsenal Direct, offering the first 1,000 fans £50 off purchases over £50. Fans will also be able to access up to 10% off at The Armoury, win match tickets, and gain access to premium experiences including meet-and-greets, hospitality and merchandise drops.
The agreement is rooted in a shared commitment to supporter-centric innovation. Zilch’s CEO, Philip Belamant, highlighted the natural alignment between Arsenal’s global reach and Zilch’s mission to reward customers, calling the deal “monumental.” Arsenal CCO Juliet Slot praised the partnership for putting fans at the heart of the club’s commercial strategy.
O2 and England Rugby extend iconic partnership through 2031
O2 (Telefónica UK) and England Rugby (RFU) have renewed one of the world’s longest-standing shirt sponsorships in sport, extending their collaboration until 2031. The new five-year deal follows a record-breaking year for England Rugby, particularly the Red Roses, and will focus on deepening fan engagement, boosting attendance and viewership, and continuing to elevate the women’s game.
The extension builds on O2’s equal marketing investment in both the men’s and women’s teams — a commitment that helped close the gender awareness gap during the Women’s Rugby World Cup.
O2 will expand fan-focused initiatives like O2 Inside Line, scale up ticket access through its Priority platform, and offer exclusive content and matchday experiences. The Red Roses’ recent peak TV audience of 5.8 million and a sold-out Allianz Stadium crowd have underpinned the renewed drive to grow the sport’s reach and relevance.
“We’re excited to build on our 30-year partnership with O2, whose longstanding commitment has supported the huge growth in the women’s game, numerous trophy lifts and recording-breaking match attendances,” said Bill Sweeney, CEO of the RFU.
“Throughout this period and the ups and downs of sport O2 have been a consistent and reliable partner who understand the value of a long-term relationship.”
CommBank backs AFC Women’s Asian Cup 2026 as Official Regional Partner
CommBank Business and Institutional has been unveiled as the Official Regional Partner of the AFC Women’s Asian Cup Australia 2026, deepening its investment in women’s football ahead of the tournament’s return to home soil for the first time in 20 years.
The event, set for March 2026, will feature 12 teams and double as a qualifier for the 2027 FIFA Women’s World Cup.
The partnership builds on CommBank’s long-standing support of the Matildas and grassroots football, and includes community initiatives such as the “Doubt Never Did Ball” campaign and over 500 youth match-day experiences.
CommBank’s sponsorship aims to boost national engagement and reflect Australia’s cultural ties to AFC nations, with record attendances expected following the momentum of the 2023 FIFA Women’s World Cup.
In other news:
- Chelsea Football Club have agreed a long-term partnership with The Coca-Cola Company, which becomes the club’s official soft drink supplier in the UK and Europe.
- LeoVegas Group has entered into a two-year partnership agreement with Malta Premier League club Valletta Football Club.
- Tottenham Hotspur Football Club have revealed a partnership with Elithair, the world’s largest hair-transplant clinic, which becomes their official hair-treatment partner.
- F.C. København have introduced Ebury, the fintech firm, as the club’s official foreign exchange partner.
- Falmouth Rugby Club secures three-year shirt sponsorship with Travis Perkins plc, the UK’s largest supplier of building materials.
- World Darts Federation has welcomed Luke 1977 onboard as an official sponsor for the 2025 WDF World Championships at Lakeside.
