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 how the NFL is bringing luxury to fanwear and FIFA has unveiled Italian fashion house Boggi Milano as its official outfitter for the next two World Cups.
We also cover COINPAYMENTS’ arrival in Formula 1 with Aston Martin, and Bank of America’s community-focused front-of-shirt sponsorship with the Portland Timbers.
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FIFA signs Boggi Milano as official outfitter for World Cups
FIFA has announced a four-year partnership with Italian fashion house BOGGI MILANO, naming the brand as the Official Formalwear Outfitter and Official Licensee of the FIFA World Cup 2026™ – Canada, Mexico and the United States and FIFA Women’s World Cup 2027.
The deal will see Boggi Milano design and supply formalwear for the entire FIFA workforce and Council members during both tournaments, including bespoke men’s and women’s outfits that prioritise elegance, comfort and functionality. FIFA President Gianni Infantino will debut the new look at the Final Draw for the 2026 tournament in Washington D.C.
In addition to outfitting staff, Boggi Milano will launch a dedicated licensed capsule collection to celebrate both tournaments. The collaboration forms part of FIFA’s commercial and branding push in the lead-up to its expanded 48-team 2026 tournament and Brazil-hosted 2027 women’s edition.
Claudio Zaccardi, President & CEO of Boggi Milano, said the partnership expresses the brand’s “vision of a contemporary, inclusive and international style,” while FIFA’s Secretary General Mattias Grafström praised the alignment in “excellence, innovation and global reach.”
Bank of America takes front-of-shirt sponsorship at Portland Timbers
Bank of America will become the new front-of-jersey sponsor for the Portland Timbers in a multi-year partnership rooted in social impact. Starting in 2026, BAM will replace Tillamook on the front of the men’s MLS kits, while the dairy brand transitions to the sleeve patch as part of an extended commitment to the club.
The collaboration aims to increase access to football and foster economic opportunity in Portland and beyond. It introduces Bank of America’s Soccer with Us program to the region, a grassroots platform focused on equity and inclusion.
The agreement also has a strong small business component, including a Small Business of the Game platform offering $5,000 grants to 50 companies, a Small Business Summit hosted annually at Providence Park, and enhanced ticket access through the First Match Access Pass.
Bank of America, a sponsor of both the FIFA World Cup 2026 and US Soccer, will also co-present the Timbers’ Stand Together Week, a city-wide volunteer campaign. According to Roger Hinshaw, the bank’s regional president, the partnership “goes well beyond the pitch” to build “lasting benefits throughout the community.”
NFL teams up with Fear of God for luxury fanwear collection
The National Football League (NFL) has entered a multi-year licensing deal with fashion house Fear of God to launch a new line of team and NFL shield apparel.
The collaboration merges American football with high-end fashion, debuting with a collection that honours both the AFC and NFC conferences and features iconic franchises like the Cowboys, Chiefs, Eagles, and 49ers.
The range includes oversized varsity-inspired jackets, heavyweight cotton t-shirts, and 90s-style New Era snapbacks, all designed with Fear of God’s signature minimalist aesthetic. Founder Jerry Lorenzo described the project as a celebration of American unity and passion through sport.
“Sunday afternoons have long been a paradoxical hour in this country, both spiritually and culturally. In stadiums and living rooms, the nation comes together around a shared love of the game. Fear of God and the NFL together embody a vision of unity within diversity, honoring both individual conviction and collective passion.”
BOYLE Sports signs multi-year deal with Northern Ireland Football League
BOYLE Sports has been named the Official Betting Partner of the THE NORTHERN IRELAND FOOTBALL LEAGUE LIMITED (NIFL) in a new multi-year agreement that spans all tiers of the men’s and women’s game.
As part of the deal, BOYLE Sports becomes the title sponsor of the NIFL Women’s League Cup from 2026 and will feature across BBC and DAZN highlights, social media, podcasts, and pitchside assets. The partnership also includes branding on referee substitution boards, tying in with the brand’s new Sub Swap betting product.
Already a major local employer with 34 shops in the region, BOYLE Sports said the deal deepens its investment in Northern Irish football and builds on its broader UK portfolio, which includes West Ham United, London Lions and a number of darts and racing events.
In other news:
- Aon has renewed its sponsorship of professional rugby league club Bradford Bulls RLFC, ahead of the team’s return to the Super League.
- AFC Ajax and Lavazza have extended their partnership until 2030, continuing a sponsorship that began in 2017.
- British Cycling announced the launch of British Cycling Ventures (BCV) – a new commercial entity which will oversee all commercial activity across the British Cycling Group, driving commercial growth, with a particular focus on events.
- Bundesliga International GmbH has launched its first FAST (Free Ad-Supported Streaming TV) channel in the UK and Ireland through a partnership with Samsung TV Plus.
- COINPAYMENTS has joined Aston Martin F1 Team as a global partner and official digital payments processing partner.
- Lega Serie A have agreed a partnership with Haier under which Refcam footage will carry the Haier-cam branding.
