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, Barclays steps into Formula 1 with a major sponsorship of Williams Racing, Guinness returns to UK football with Bristol City Women, and Manchester City signs a multi-team hydration deal with Lucozade.
We also spotlight the long-term renewal of Principality Stadium’s naming rights, as well as a range of new brand activations across football, rugby, motorsport, and more.
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Barclays PLC signs multi-year sponsorship deal with Williams F1 Team
Atlassian Williams F1 Team is one of the top three most successful Formula 1 teams of all time with 114 wins, nine Constructors’ World Championships and seven Drivers’ World Championships over its 48-year history.
Their new partnership with Barclays includes prominent branding of the Barclays logo on the rear wing, side pods, chassis top, cockpit surround and front mirrors on the new 2026 FW48 F1 car. The Barclays logo will also be displayed on Carlos Sainz and Alex Albon’s overalls, cooling vests, gloves and helmets, as well as mechanics’ overalls and team clothing.
As part of the multi-year sponsorship, Barclays will be the Official Banking Partner for the Williams team and will become the team’s primary corporate bank
“Working with one of the most storied teams in Formula 1 brings unparalleled global visibility,” said Stephen Dainton, President of BBPLC & Head of Investment Bank Management.
“As we prepare for one of the most significant regulatory changes in Formula 1 history, we’re preparing to seize the opportunities of the new era together with Barclays as we continue investing for long-term success,” added Atlassian Williams F1 Team Principal James Vowles.
Lucozade becomes Official Sports Drink Partner of Manchester City
Manchester City Football Club has signed a multi-year partnership with Lucozade Ribena Suntory, naming the brand its Official Sports Drink Partner across the men’s, women’s and academy teams.
Lucozade products will feature at all home domestic fixtures and training sessions at the Etihad Stadium, Joie Stadium and City Football Academy.
The deal also includes LED advertising and matchday activations, reinforcing Lucozade’s longstanding presence in British football.
Matt Riches, European Head of Sponsorship for Lucozade, called the partnership with “footballing innovators” Manchester City a natural fit, while City Football Group’s Kaitlyn Beale highlighted Lucozade’s alignment with performance and innovation.
Guinness returns to UK football with Bristol City Women sponsorship
Guinness has been unveiled as the new front-of-shirt sponsor for Bristol City Women FC, marking the brand’s first UK football shirt sponsorship in three decades. The multi-year deal features Guinness 0.0 branding and reflects a broader commitment to championing women’s football.
Lisa Knights, Board Director at BCWFC, described the partnership as “an historic moment for our club and women’s football,” calling Guinness “our biggest front of shirt sponsor to date.”
The agreement goes beyond branding. In collaboration with Mercury13, Guinness will enhance the Bristol City Women matchday experience, create activations across local pubs and venues, and donate general admission tickets to female-owned or operated pubs in the city.
Jamie Brooks, Sports Sponsorship Lead at Guinness, said: “Alongside Mercury13, this is more than a shirt sponsorship. It’s about creating moments that bring people together and champion the growth of the women’s game.”
Principality Stadium naming rights extended until 2030
The WRU – Welsh Rugby Union (WRU) has renewed its naming rights deal with Principality Building Society, extending the partnership through to 2030. The agreement ensures Wales’ national stadium will continue to be known as Principality Stadium, building on a decade-long collaboration that began in 2016.
The investment will provide crucial support across all levels of Welsh rugby, from grassroots to the professional tier.
WRU CEO Abi Tierney praised Principality as one of Welsh rugby’s “most supportive partners,” while Principality CEO Iain Mansfield said the extension was a “statement of intent” for the brand and a boost for the Welsh economy.
In other news:
- Cardiff City Football Club have confirmed a new partnership with CryoCube.
- Fulham Football Club have signed a partnership with wellness technology brand BON CHARGE as the club’s official red light and recovery partner.
- Pro Padel League inks Frederique Constant as watch sponsor.
- Pool designer and manufacturer, Latham Group, has become an official sponsor of USA Artistic Swimming.
- Millwall Lionesses announces HomeWood Solutions, LLC • Rhino Hide as their new back-of-short sponsor.
