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, This week, digital platforms and financial services brands take centre stage, as MLB deepens its global push with TikTok, Visa extends its footprint across Red Bull’s Formula 1 teams, and MLS welcomes Chime into its commercial portfolio.
We also look at Emma Raducanu’s high-profile switch from Nike to Uniqlo, signalling another shift in tennis’ apparel landscape.
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MLB expands global content partnership with TikTok
Major League Baseball (MLB) has announced an expanded multi-year global content partnership with TikTok, deepening collaboration around exclusive content, creator access, and player-led storytelling initiatives.
The renewed agreement will see MLB scale its presence across TikTok’s international markets, including Europe, Japan, Korea and Mexico, supported by TikTok’s GamePlan product suite.
As part of the expansion, TikTok will host creator lounges at key league touchpoints such as Spring Training’s MLB Player House, helping athletes build their personal brands and connect directly with fans.
Kenny Gersh, MLB EVP of Media & Business Development, said the partnership will “showcase even more great baseball content to audiences of all ages,” as the league looks to capitalise on strong year-on-year growth in global engagement across the platform.
Visa renews and expands Red Bull Formula 1 partnership
Visa has announced a multi-year renewal and expansion of its global partnership with Oracle Red Bull Racing and Visa Cash App Racing Bulls, extending its presence across both Red Bull-owned Formula 1 teams.
The renewed agreement strengthens Visa’s branding rights, including continued front wing placement on Oracle Red Bull Racing’s RB22 car, and maintains its title partnership with Visa Cash App Racing Bulls. Visa also retains exclusive rights within the retail banking category and will expand hospitality, experiential and client engagement assets across the F1 calendar.
Frank Cooper III, Chief Marketing Officer at Visa, said the renewal builds on the “extraordinary momentum” established since the partnership launched in 2024, positioning Formula 1 as a global platform to connect with fans, clients and cardholders.
MLS names Chime Official Retail Banking Partner in multi-year deal
Major League Soccer has announced a new multi-year partnership with Chime, naming the fintech brand its official retail banking, credit card, and debit card partner in the US.
The agreement marks Chime’s first major investment in professional soccer and includes presenting rights to the MLS All-Star Game, as well as jersey branding for the event.
The partnership will activate across league platforms through in-stadium signage, fan experiences, digital and social integrations, and a co-branded content series spotlighting MLS players and personalities.
MLS EVP and Chief Revenue Officer Carter Ladd said the collaboration allows the league to work with “a brand that shares our focus on accessibility and innovation,” while Chime Chief Growth Officer Vineet Mehra described soccer as being at “a defining moment in the U.S.,” adding the partnership reflects Chime’s ambition to build “meaningful connections through the moments that matter most.”
Chelsea names IFS Principal Partner in AI-focused deal
Chelsea Football Club has agreed a multi-year global partnership with industrial AI provider IFS, elevating the company to Principal Partner with immediate effect.
As part of the agreement, IFS will feature on the front of Chelsea’s men’s first-team shirts for the remainder of the 2025/26 season, marking the start of a long-term collaboration centred on performance, operational efficiency and fan engagement.
The partnership will see Chelsea integrate IFS.ai technology and AI agents across its football and business operations, with the club aiming to enhance decision-making, asset management and real-time intelligence both on and off the pitch.
Chelsea President Jason Gannon described the deal as a “statement of intent” to lead through advanced technology, while IFS CEO Mark Moffat said the partnership reflects a shared focus on precision and high-performance environments where “the margins are small, the stakes are high, and the right decision at the right moment is everything.”
Emma Raducanu switches from Nike to Uniqlo
Emma Raducanu has ended her long-standing partnership with Nike and signed with Japanese clothing brand UNIQLO as a new global ambassador.
The British No 1 had worn Nike since her teenage years and extended her deal with the brand after winning the US Open in 2021. Uniqlo confirmed the signing this week after teasing the announcement on social media, positioning Raducanu as a champion of its “LifeWear” philosophy focused on performance and social contribution.
Raducanu is expected to debut the new kit at Indian Wells in March. The move follows a broader shift in tennis apparel, with Nike concentrating investment on headline names such as Carlos Alcaraz and Aryna Sabalenka.
In other news:
- Juventus Football Club has appointed The HEINEKEN Company as its official beer partner.
- Los Angeles Football Club (LAFC) has agreed a partnership with the Seoul Metropolitan Government and the Seoul Tourism Organisation.
- Olympique de Marseille has signed a partnership with SAYTV, which becomes an official partner and will develop a platform for sponsorship and brand activation.
- Rugby Canada has announced a partnership with PlayHQ Sports, the global competition management leader, to modernise the sport’s digital infrastructure across the country.
- Brazilian gaming operator Esportes da Sorte has renewed and expanded its master sponsorship agreement with Sport Club Corinthians Paulista through 2029.
