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, Sky extends its backing of British sport with a new partnership, while Standard Chartered enters the Formula 1 paddock with a global multi-year deal that also supports F1 Academy.
Over in North America, Major League Soccer teams up with Polymarket to add a new dimension to second-screen engagement, and the NFL partners with Bad Bunny for the first bilingual Super Bowl merchandise drop.
Elsewhere, adidas reunites with Greece’s national football teams after nearly 14 years, and several new deals span tech, ticketing and tournaments across the global sports ecosystem.
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Sky partners with Team GB and ParalympicsGB through LA 2028
Sky has announced a multi-year partnership with Team GB and ParalympicsGB, extending from the Milano Cortina 2026 Winter Games through to the Los Angeles 2028 Olympic and Paralympic Games.
The collaboration reflects Sky’s wider investment in British sport, particularly women’s sport, and builds on its “Believe in Better” ethos. It also underscores a shared commitment to inclusivity, ambition, and nationwide storytelling.
Team GB’s Tim Ellerton said the partnership will “amplify athlete journeys and build deeper connections with fans,” while ParalympicsGB’s Jenny Seymour praised Sky’s brand reach as a way to “champion inclusion and inspire future athletes.”
Sky will support the full Olympic and Paralympic cycle, using its channels and platforms to share behind-the-scenes stories and community-driven experiences leading into both Games.
Formula 1 signs multi-year global partnership with Standard Chartered
Standard Chartered has been unveiled as the Official Wealth Management Partner and Official Corporate and Investment Banking Partner of Formula 1, in a multi-year deal set to begin in 2026.
The agreement marks the bank’s first major global sports sponsorship and will see it activate trackside branding across F1’s 21-race calendar, reaching a projected 1.6 billion viewers. Clients will also benefit from exclusive access and hospitality opportunities through the partnership.
Crucially, the deal includes official sponsorship of F1 Academy – the all-female driver development series – in a move that strengthens both organisations’ commitment to inclusion and diversity in motorsport.
Roberto Hoornweg, CEO of Corporate & Investment Banking, said: “F1’s footprint reflects our own cross-border network, with our presence in 19 out of 21 F1 race markets and many other countries where clients enjoy watching one of the most exciting, fastest-growing sports in the world.”
F1 President and CEO Stefano Domenicali welcomed the partnership: “We are both truly global in nature, sharing fantastic locations around the world with the desire to drive performance and create experiences that excite people and bring them together.”
Polymarket named Official Prediction Market Partner of MLS and Leagues Cup
Major League Soccer (MLS) and Soccer United Marketing LLC (SUM) have signed a multi-year partnership with Polymarket, naming it the Official and Exclusive Prediction Market Partner of MLS, Leagues Cup, the MLS All-Star Game and MLS Cup in the United States.
The deal brings real-time fan sentiment into the spotlight, with Polymarket’s insights set to enhance digital content, second-screen experiences, and live match engagement across MLS platforms.
“Through our partnership with MLS and Leagues Cup, we can surface real-time collective sentiment… giving fans a more interactive, data-driven way to experience the game,” said Polymarket CEO Shayne Coplan.
MLS Deputy Commissioner Gary Stevenson added the partnership will help “position MLS as an early leader among global soccer properties” embracing prediction markets.
NFL teams up with Bad Bunny for first bilingual Super Bowl merch drop
The National Football League (NFL) and global music superstar Bad Bunny have launched a two-part limited-edition merchandise collection ahead of his Apple Music Super Bowl LX Halftime Show.
In collaboration with Ceremony of Roses, the drops celebrate Bad Bunny’s cultural impact and mark the first time official NFL-licensed Super Bowl merchandise has included Spanish branding.
The first capsule, the Fans / Concho Collection, launched on 24 January and includes apparel for all 32 NFL teams, New Era hats, and a collectible plushie inspired by the Puerto Rican coquí toad.
The second capsule, titled “Super Tazón,” will debut after the halftime performance on 8 February. It reframes the Super Bowl through a Latin cultural lens, embracing the Spanish-language expression commonly used in Puerto Rico and beyond.
adidas reunites with Greece in new four-year kit deal
adidas has signed a four-year agreement with the Hellenic Football Federation Official, reuniting with the Greek national teams after nearly 14 years apart. The Three Stripes replace Nike , who had supplied Greece’s kits since 2012.
The partnership rekindles memories of Greece’s iconic Euro 2004 triumph, achieved while wearing adidas kits, and marks a renewed commitment to bespoke design. Unlike the Nike era, adidas is expected to deliver customised home and away strips, set to be unveiled later this year.
The deal covers men’s, women’s, and youth national teams, and will include full training, travel, and pre-match ranges, with lifestyle collections likely to follow. Greece joins adidas’ global federation roster alongside Argentina, Japan, Spain, South Africa, and Colombia.
In other news:
- Mercedes-AMG PETRONAS Formula One Team announces collaboration agreement with Zuma ⚡
- Celtic Football Club have announced XS2Event, a ticket platform for the travel industry, as their new international technology partner.
- FIFA has named Visa as a global sponsor of the inaugural Women’s Champions Cup.
- Kynisca has today been announced as the Official Presenting Partner of the FIFA Women’s Champions Cup 2026, taking place from 28th January 2026 to 1st February 2026.
- Schweppes International Limited becomes official supplier of Roland-Garros in a deal which lasts until 2029.
- Glasgow 2026 Commonwealth Games has announced The National Lottery operator Allwyn as the Official Volunteer Learning and Development Partner
