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, Sephora makes a landmark move into Australian women’s basketball with the WNBL, while the NBA and American Express deepen one of global sport’s most established commercial relationships.
We also cover Tottenham Hotspur’s new fintech partnership with INFINOX, Deloitte’s strategic role in the ISU’s Vision 2030 transformation, and Juventus’ lifestyle-driven collaboration with Stanley 1913.
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Sephora joins WNBL as Foundation and Official Beauty Partner
The Women’s National Basketball League (WNBL) has announced a new partnership with SEPHORA. The deal marks Sephora’s entry into the Australian sporting market.
WNBL CEO Jennie Sager described the agreement as “a landmark sponsorship for women’s sport in Australia,” adding that Sephora’s investment “speaks volumes about the growth of our league and the power of women’s basketball.”
Sephora will activate across the league with fan experiences, athlete collaborations and campaigns centred on confidence and self-expression. Sager said the partnership “empowers our players to show up as their authentic selves” and reinforces that “strength, confidence and beauty belong together.”
Deborah Yeh, Global Chief Marketing Officer at Sephora, said the brand sees alignment in shared values of inclusivity and empowerment, adding that Sephora will use its “scale, creativity and community to elevate the WNBL experience for fans, athletes and partners alike.”
NBA and American Express extend multiyear partnership
The National Basketball Association (NBA) (NBA) and American Express have agreed a multiyear renewal of their longstanding partnership, expanding the deal to include USA Basketball and NBA Take-Two Media alongside existing rights across the NBA, WNBA (Women’s National Basketball Association), and NBA G League.
American Express will remain the league’s Official Payment Partner and become entitlement partner of NBA Tip-Off and NBA G League Tip-Off, while deepening its investment in the WNBA.
Bess Spaeth, EVP of Global Brand Management and Experiences at American Express, said the next chapter will continue to “deliver exceptional experiences and access for our customers and fans.”
Lauren Sullivan, SVP and Head of Partner Management at the NBA, added the extension reflects the “depth and continued growth of our long-standing partnership,” creating new opportunities for exclusive access and personalised fan experiences.
Tottenham Hotspur signs multi-year partnership with INFINOX
Tottenham Hotspur Football Club has announced a new multi-year partnership with online trading platform INFINOX.
The agreement will see INFINOX activate across Tottenham Hotspur Stadium through in-stadium branding, alongside digital and content integrations across the club’s global channels. The partnership is designed to target audiences in Europe, Asia, the Middle East and Latin America, reflecting both organisations’ international ambitions.
Ryan Norys, Chief Revenue Officer at Tottenham, said INFINOX brings “a strong international presence and a clear focus on regulated financial services,” adding that partnerships like this help the club “connect with international audiences” as it continues to grow globally.
Elena Moiseeva, Chief Marketing Officer at INFINOX, highlighted Spurs’ “genuinely international audience,” particularly in markets where “digital financial participation is growing quickly.”
ISU appoints Deloitte as strategic partner for Vision 2030 transformation
The International Skating Union (ISU) has announced a strategic partnership with Deloitte Switzerland aimed at accelerating the federation’s Vision 2030 transformation agenda.
Unveiled at the ISU Home of Skating during the Olympic Winter Games Milano Cortina 2026, the collaboration will see Deloitte act as a strategic partner focused on strengthening ISU’s digital ecosystem and enhancing fan engagement.
ISU President Jae Youl Kim said the announcement “underlines the direction we are taking as a federation,” adding that Vision 2030 is about “transforming how we grow and present our sports” and making skating “more dynamic, engaging, and accessible for future generations.”
John Tweardy, Deloitte Global Sports Leader, and Bernard Sinnaeve, Deloitte Switzerland Sports Leader, said the partnership will provide “strategy and technology services to accelerate digital transformation and strengthen fan engagement,” helping the ISU “build for the future.”
Juventus and Stanley 1913 agree multi-year partnership
Juventus Football Club has announced a new multi-year partnership with Stanley 1913. The deal positions Juventus as the first Italian club to partner with Stanley 1913.
The collaboration will activate across Juventus’ digital ecosystem, which reaches more than 190 million followers worldwide, with Stanley integrated into training content, behind-the-scenes access and matchday storytelling.
Chief Business Officer Peter Silverstone said the partnership reflects a “natural synergy between performance and lifestyle,” highlighting Juventus’ appeal to younger audiences and “forward-thinking brands that shape modern living.”
Ben James, General Manager EMEA of PMI WW Brands, described football as a connector across generations, adding the partnership will blend “creativity, innovation, longevity and design” both on matchday and beyond.
In other news:
- Atlassian Williams F1 Team welcomes Estrella AB Galicia 0,0 as Official Beer Partner for 2026 and beyond.
- Real Sociedad and IMQ (IGUALATORIO MEDICO QUIRÚRGICO) have extended their partnership for an additional two seasons, ensuring the insurance company remains a club sponsor through June 2027.
- FC Bayern München has renewed its partnership with Viessmann Climate Solutions, with the company continuing as the club’s official climate partner through 2029.
- AFC Ajax has agreed a partnership with TinQEnergie, which becomes the club’s official energy partner.
- Caddy Comps has signed a two-year agreement as an Official Sponsor of England Golf, securing naming rights for the iGolf Open Events
- World Aquatics has renewed and extended its partnership with the International Testing Agency (ITA), which will run through to 2028.
