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, Netflix enlists Snoop Dogg to headline its NFL Christmas Gameday halftime show, Audi and Revolut reveal the official identity of their F1 team ahead of its 2026 debut, and PSG renews its long-standing global partnership with Visit Qatar.
We also cover Midnite’s expanded commitment to snooker, Deel’s first major venture into sport with Arsenal, and a string of notable shirt sponsorship updates across football and tennis.
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Netflix enlists Snoop Dogg for NFL Christmas Halftime Show
Netflix has announced that global icon Snoop Dogg will headline the halftime show for its National Football League (NFL) Christmas Gameday broadcast on December 25, 2025, live from US Bank Stadium in Minneapolis. The “Snoop’s Holiday Halftime Party” performance will take place during the Detroit Lions vs. Minnesota Vikings clash, one of two games set for Netflix’s second annual festive NFL showcase.
The move follows last year’s Beyoncé Bowl and reinforces Netflix’s commitment to blending sport with entertainment. Snoop will bring his signature style, special guests, and holiday spirit to the performance, described as a cultural celebration “Santa can’t fit in a bag.”
NFL Christmas Gameday also includes Cowboys vs. Commanders, and both matches will feature special holiday jersey patches and pregame coverage. CBS Sports and NFL Media will handle production, while EverWonder Studio returns as executive producer.
“NFL, Netflix and your uncle Snoop on Christmas Day? We’re servin’ up music, love and good vibes for the whole world to enjoy. That’s the kind of holiday magic Santa can’t fit in a bag.” – Snoop Dogg.
Audi and Revolut reveal official F1 team identity and Berlin launch date
The Audi Revolut F1 Team (Audi F1 Project) has officially unveiled its team name and logo ahead of its 2026 debut in Formula One, with a global launch set for January 20, 2026 in Berlin.
The reveal cements the title partnership between Audi and British fintech Revolut , first announced in July, and marks a key milestone as the team prepares to join the championship.
The Berlin event will serve as the official unveiling of the 2026 race livery, building on the earlier R26 Concept reveal. Designed as an immersive brand experience, the launch will reflect the team’s values of clarity, technical intelligence and emotion, with a public showcase scheduled for January 21.
Team leadership has now been fully established, with Jonathan Wheatley as Team Principal and Mattia Binotto as Head of Team. Sauber Motorsport AG will become Audi Motorsport AG, and its UK operations will be rebranded as Audi Motorsport Technology Centre UK.
Visit Qatar extends global partnership with Paris Saint-Germain until 2028
Visit Qatar and Paris Saint-Germain have renewed their long-standing global partnership in a high-profile celebration in Doha, which featured a dramatic drone show and the official launch of Ici C’est Paris Park, attended by club legend Marco Verratti.
The renewed agreement sees Visit Qatar remain a Premium Partner of PSG’s men’s and women’s football teams, as well as the handball team, continuing a strategic alliance first established in the 2012–13 season. The new term runs through to 2028.
The partnership promotes Qatar as a premium travel destination through immersive storytelling, player activations and brand experiences. PSG players have frequently visited the country to spotlight Qatar’s cultural and hospitality offerings, from fashion and food to sport and entertainment.
The announcement underscores a shared vision between the two organisations to inspire fans and travellers globally, with PSG CRO Richard Heaselgrave calling it “one of our most meaningful and enduring collaborations,” while Eng. Abdulaziz Ali Al-Mawlawi, CEO of Visit Qatar, said it reflects “shared values of creativity, excellence and global connectivity.”
Midnite doubles down on snooker with Masters and World Championship deals
Midnite has renewed and expanded its partnership with World Snooker Tour (WST), becoming the official UK betting and casino partner of both the 2026 Johnstone’s Paint Masters and the World Snooker Championship.
The extension follows a successful debut at the 2025 World Championship, where Midnite activated with a £25,000 Maximum Break promotion and the Midnite Marathon, which saw one fan attend every session of the 17-day tournament.
The Masters, taking place from January 11–18, 2026, will see Midnite’s branding and fan engagement features return. The partnership covers broadcast visibility, onsite integration, and digital activations.
Midnite Co-Founder Nick Wright said the expanded deal reflects the brand’s desire to “build on the momentum” of 2025 and strengthen its presence in snooker’s passionate fanbase. WST CCO Peter Wright added that the renewed partnership “is a testament to the sport’s growing appeal.”
Deel signs first major sports deal with Arsenal partnership
Arsenal Football Club has signed a multi-year agreement with global payroll and HR platform Deel naming the firm as the club’s Official HR Platform Partner. The deal marks Deel’s first foray into world sport and is designed to support the company’s ongoing global expansion.
As part of the partnership, Deel branding will appear at Emirates Stadium and across Arsenal’s digital channels, including all Premier League, Women’s Super League, FA Cup, and League Cup home fixtures.
The North London club will also adopt Deel’s platform internally to manage its own workforce and HR operations.
Deel CEO and co-founder Alex Bouaziz described Arsenal as “a natural fit” with the company’s global ambitions, calling the partnership “a milestone” that connects the brand with fans and professionals worldwide. Arsenal’s Chief Commercial Officer Juliet Slot praised Deel’s innovation and global scale, noting the collaboration will “power our growth” on and off the pitch.
In other news:
- Arsenal Football Club have named payroll and HR platform Deel as their new shirt sleeve sponsor from the 2026/27 season, replacing Visit Rwanda.
- AFC Bournemouth have agreed a multiyear deal for Vitality to become their front-of-shirt sponsor from the 2026/27 season, expanding the insurer’s existing stadium naming rights partnership.
- Aston Villa Football Club have launched an exclusive headwear collaboration with lifestyle brand New Era Cap.
- AS Roma have confirmed a new partnership with Wizz Air, which becomes a Main Partner of the club and takes a shirt-sleeve sponsorship.
- Fulham Football Club have extended their partnership with HiBob, which becomes the club’s official sleeve partner.
- Nexo has secured a multi-year agreement with Tennis Australia to become the Official Crypto Partner of the Australian Open.
- Scottie Scheffler has partnered with Huntington National Bank whose logo will take pride of place on his TaylorMade golf bag in 2026.
