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 PepsiCo’s triple-brand deal with Mercedes-AMG PETRONAS F1, LEGO’s creative collaboration with FIFA for World Cup 2026, and Leicester Tigers’ gut-health partnership renewal with Yakult.
Also featured: Samsung’s tech-powered play with South African rugby and Nationwide’s renewed NFL tie-up.
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PepsiCo shifts gears with Mercedes F1 in global partnership
Mercedes-AMG PETRONAS Formula One Team has announced a major multi-year global partnership with PepsiCo, uniting three of the company’s leading consumer brands — Gatorade, Sting, and Doritos — in its first-ever collective tie-up with a Formula 1 team.
Launching in 2026, the deal sees Gatorade become the official hydration partner, bringing its sports science expertise and GSSI-backed performance solutions to the team’s training and race-day routines. Sting, the leading energy drink in fast-growing markets like India, Pakistan and Vietnam, will activate around F1’s expanding Gen Z fanbase in emerging regions. Meanwhile, Doritos will deliver fan experiences both trackside and online, amplifying the brand’s presence during race weekends.
The partnership will feature heavy involvement from drivers George Russell and Kimi Antonelli.
“This partnership unites performance, energy, and flavour under one banner – connecting three of PepsiCo’s most iconic brands with the world’s most successful Formula 1 team”, said Eugene Willemsen, Chief Executive Officer, International Beverages at PepsiCo.
“Welcoming a company with a portfolio as strong as PepsiCo’s into our partner ecosystem is another sign of the strength of our team and our sport,” says Toto Wolff, Team Principal & Chief Executive Officer, Mercedes-AMG PETRONAS F1 Team.
LEGO teams up with FIFA to launch World Cup Trophy
the LEGO Group has teamed up with FIFA for a global partnership ahead of the FIFA World Cup 2026, marking its first-ever collaboration with the tournament.
As part of the agreement, LEGO will launch a new product portfolio starting with a 1:1 scale replica of the FIFA World Cup Trophy. Set to release in March 2026 under the LEGO Editions line, the 2,842-piece buildable trophy includes unique gold elements, a hidden scene, and a mini–World Cup replica.
The partnership will also span activations at FIFA Fan Festivals and special tournament events throughout the year, combining football fandom with LEGO’s signature creativity and collectability.
“The FIFA World Cup Trophy stands as a universal symbol of achievement and unity, and now, through the creativity of the LEGO brick, fans everywhere can experience the excitement of it – piece by piece – in true LEGO style,” says Julia Goldin, Chief Product & Marketing Officer at the LEGO Group.
Romy Gai, FIFA Chief Business Officer, said: “It is the first time FIFA and the LEGO Group have teamed up on such a project, and with the biggest, best and most inclusive FIFA World Cup fast approaching – we hope fans take this opportunity to embrace the spirit of the global game’s greatest event, and bring a little piece of the party into their homes to keep forever.”
Yakult extends Leicester Tigers partnership for fifth consecutive year
Leicester Tigers have renewed their partnership with Yakult for a fifth straight year, continuing the brand’s role as Associate Partner since 2021.
Yakult provides its fermented milk drinks to the senior men’s squad to support balanced nutrition and gut health. The agreement includes pitchside branding at Mattioli Woods Welford Road and digital activations.
The renewal aligns with Yakult’s mission of promoting health and longevity through preventive nutrition.
“We’re thrilled to continue our partnership with Yakult, who support the club in a number of meaningful ways including the provision of their little bottles,” says Leicester Tigers Chief Executive Officer Andrea Pinchen.
“Their contribution to our players’ preparation and recovery has been invaluable, and we’re excited to build on a fantastic relationship.”
Samsung signs as official electronics partner of South African Rugby
Samsung Electronics has joined South African Rugby Union (SA Rugby) as the official mobile and consumer electronics partner across all national teams, including the Springboks, Springbok Women, Junior Boks and Sevens sides.
The two-year deal also sees the brand become an associate sponsor of the Vodacom United Rugby Championship. Beyond branding, Samsung will supply Galaxy technology and AI-driven solutions to enhance player development, operations, and fan engagement.
Both sides framed the partnership as a strategic alignment focused on innovation, performance and community, with plans for new matchday experiences and digital campaigns throughout the season.
Nationwide renews NFL partnership, continues Walter Payton Award sponsorship
Nationwide has extended its multi-category sponsorship with the National Football League (NFL), covering insurance and financial services.
The renewal cements Nationwide’s continued role as presenting sponsor of the Walter Payton NFL Man of the Year Award, which honours players for excellence on and off the field. The deal also introduces a new annual broadcast special from 2026 spotlighting nominee community stories.
Since 2014, Nationwide has donated over $2.3 million to player-backed charities, and the extension reinforces its brand positioning through a socially conscious platform tied to both Super Bowl and Draft moments.
In other news:
- Mielle, a Procter & Gamble brand, makes the roster as first Official Textured-Hair Care Partner of the National Football League (NFL)
- Los Angeles Lakers have announced a new sponsorship with Cincoro Tequila
- Real Madrid C.F. have renewed their partnership with Bantrab to support sports and social development initiatives in Guatemala.
- Scottish Football Association (SFA) has named Barclays as the first naming-rights sponsor of Hampden Park, Scotland’s national stadium.
- Scottish Rugby has secured the Peter Vardy Group as a Principal Partner and new front of shirt sponsor for the Scotland men’s national team.
- Visit Qatar will join the future Audi F1 Project Team as a principal partner for its 2026 Formula 1 debut, forming a partnership centered on showcasing Qatar to the global F1 community.
- Villarreal CF have renewed their sponsorship agreement with CaixaBank, which will remain the club’s official sponsor and financial partner until the end of the 2028/29 season.
- West Ham United FC and OddBalls have agreed a licensing deal to produce men’s and women’s club-branded underwear.
