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.
In our first edition of 2026, Chelsea FC takes flight with Pegasus Airlines in a global aviation deal, Paris Saint-Germain adds a premium sleeve partner in BEYOND Developments, and the Chicago Blackhawks break new ground with a landmark prediction market partnership.
We also cover Hitachi Energy’s expanded backing of South Boston Speedway and First Aid Beauty’s Olympic debut with Team USA, plus new brand moves across football, darts, and cricket.
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Chelsea FC lands global airline deal with Pegasus Airlines
Chelsea Football Club has named Pegasus Airlines as its new global Official Airline Partner in a multi-year deal spanning both the men’s and women’s teams. The partnership pairs Chelsea’s global fanbase with Pegasus’ expanding international footprint, as the Turkish low-cost carrier pushes forward with an ambitious growth strategy.
Pegasus, which serves 158 destinations in 55 countries, plans to leverage the club’s global profile to boost brand recognition across key markets. The partnership will include international campaigns and fan-focused experiences.
Chelsea’s partnership sales director Oliver Boden praised Pegasus’ “transformative” approach to aviation and said the collaboration comes at “an exciting time” for both organisations.
Onur Dedeköylü , Chief Commercial Officer at Pegasus, described the club as a “truly global” brand that reflects Pegasus’ international ambition, adding that the UK is a “key market” for future growth.
Chicago Blackhawks become first North American team to partner with a prediction market platform
The Chicago Blackhawks have announced a landmark brand partnership with Kalshi, the first federally regulated prediction market exchange. The deal makes the National Hockey League (NHL) franchise the first North American sports team to align with a prediction market platform.
The partnership will see Kalshi branding featured at the United Center and during Blackhawks broadcasts in the Chicago metro area, with additional co-marketing efforts, social media activations, and IP rights sharing. It builds on Kalshi’s recent data and branding partnership with the NHL, announced in October.
The deal coincides with the Blackhawks’ Centennial season, marking 100 years since the club’s founding in 1926. Blackhawks EVP Matt Gray said the collaboration reflects a shared “innovative mindset,” as prediction markets offer fans a more informed and participatory sports experience.
PSG signs Beyond Developments as Premium Sleeve Partner until 2029
Paris Saint-Germain has unveiled a new global partnership with UAE-based BEYOND Developments, naming the real estate group as the club’s Premium Sleeve Partner through to 2029.
The partnership brings the Beyond logo to the sleeve of PSG’s men’s team kits, debuting during the upcoming match against Paris FC on 4 January. It also sets the stage for wider activations spanning sport, lifestyle, design, and community engagement.
Founded in 2024, Beyond is known for its design-led waterfront developments and ambition to shape experiences that blend natural integration with contemporary living. PSG’s Chief Revenue Officer Richard Heaselgrave described the partnership as a “powerful alignment” between two creative forces that “redefine excellence” in their fields.
Beyond CEO Adil Taqi said the collaboration would activate new cultural and fan touchpoints, helping the developer expand its international presence across Europe, Asia, and MENA.
Hitachi Energy becomes title sponsor of South Boston Speedway Late Model Division
Hitachi Energy has expanded its partnership with South Boston Speedway, signing a multi-year deal to become the title sponsor of the track’s Late Model Stock Car Division starting in 2026. The division, now branded the Hitachi Energy Late Model Stock Car Division, is the track’s flagship NASCAR-sanctioned series and will celebrate its 43rd season in 2026.
The deal also includes entitlement sponsorship for two events in both 2026 and 2027. Hitachi Energy has been a long-standing supporter of the speedway, previously backing the Championship Loyalty Bonus Program and community initiatives like Feed Halifax, a food donation campaign tied to the track’s CARS Tour event.
South Boston Speedway GM Brandon Brown praised the expanded partnership, noting it brings “a new level of excitement and interest” to the venue. Hitachi Energy’s Ryland Clark highlighted the importance of supporting local traditions and community engagement in Halifax County.
First Aid Beauty named Official Skincare of Team USA for Milano Cortina 2026
Skincare brand First Aid Beauty, a Procter & Gamble sub-brand, has been announced as the Official Skincare Partner of Team USA for the Olympic and Paralympic Winter Games Milano Cortina 2026.
As part of the partnership, Team USA athletes will receive the brand’s flagship Ultra Repair Cream to help protect skin in extreme winter conditions. Para cross-country skier Sydney Jo Peterson and Olympic snowboarder Jamie Anderson will serve as official ambassadors throughout the Games.
The collaboration marks First Aid Beauty’s first foray into sports sponsorship, aligning with a broader brand refresh and P&G’s ongoing Olympic partnerships.
CEO Catherine D’Aragon said the deal represents a “natural alignment” with the brand’s mission to deliver high-performance, sensitive-skin solutions for all – from athletes to everyday users.
In other news:
- AFC Ajax have signed a new agreement with Vitakruid to become the club’s official nutrition supplier.
- Liverpool Football Club have agreed a five-year partnership with Old School Brand, which becomes the club’s first retail partner in South Africa.
- Jewson is sponsoring professional darts player James Wade, known as “The Machine,” for the 2025/26 season, featuring their logo on his shirt for major tournaments like the World Darts Championship.
- Toobit has announced a new partnership with LALIGA, becoming the league’s official regional partner across MENA
- UP Warriorz have announced a commercial partnership with Pronto, strengthening the team’s sponsorship portfolio ahead of the WPL season.
- Fluminense Football Club have appointed PUMA Group as their new kit supplier under a five-year agreement.
