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, FIFA extends its long-standing integrity partnership with Sportradar, while Formula 1 has deepened ties with Salesforce.
Elsewhere, Marks & Spencer has embedded itself further into British motorsport, and Pirelli has strengthened its North American footprint via the Miami Open.
FIFA extends integrity partnership with Sportradar through 2031
FIFA has renewed and expanded its integrity services agreement with Sportradar in a new five-year deal running through 2031.
The renewed partnership strengthens FIFA’s global integrity framework, with Sportradar continuing to deliver AI-driven bet monitoring via its Universal Fraud Detection Service (UFDS AI), while adding expanded intelligence, investigation support, and dedicated risk assessment services for FIFA and its 211 member associations.
Under the agreement, Sportradar will monitor men’s and women’s FIFA competitions, confederation tournaments, top-tier domestic leagues, and national cup competitions worldwide. Since 2017, more than 600,000 matches have been monitored on FIFA’s behalf.
Andreas Krannich, Sportradar’s EVP Integrity Services, said the extension reinforces both organisations’ commitment to “fair and clean sport at all levels globally,” highlighting a joined-up approach combining AI-powered monitoring, operator reporting and education programmes.
Formula 1 extends Salesforce partnership with AI fan companion launch
Formula 1 has extended its multi-year partnership with Salesforce, unveiling a new AI-powered fan companion designed to support engagement around the sport’s upcoming 2026 technical regulation changes.
The new digital tool, hosted on F1.com and powered by Salesforce’s Agentforce 360 platform, will provide accessible explanations to fan queries using trusted F1 data sources. The agent will also analyse trending questions to help shape future educational and fan-facing content as the championship prepares for its most significant technical overhaul in 76 years.
Since 2022, Salesforce has supported F1’s commercial and marketing operations, helping unify fan data across its global audience of more than 827 million.
Emily Prazer, Chief Commercial Officer at Formula 1, said the new fan agent will be “a vital tool” as the sport enters a new era, while Salesforce CMO Patrick Stokes described the expansion as turning AI “into real impact” across F1’s global fanbase.
M&S becomes Official Partner of Silverstone in year-round deal
Marks and Spencer has agreed a new partnership with Silverstone Circuit, becoming an Official Partner across the venue’s annual programme of motorsport and entertainment events.
The deal gives M&S year-round activation rights spanning track days, hospitality, fanzones and live entertainment, with elevated visibility at major events including Formula 1, MotoGP and CarFest. As part of the agreement, M&S will serve as an official event supporter of the Formula 1 Pirelli British Grand Prix, where it will sponsor the M&S Stage, hosting live performances for up to 60,000 fans each night across the four-day event.
Sharry Cramond, M&S Marketing Director for Fashion, Home & Beauty, described Silverstone as one of the UK’s biggest cultural moments, adding that the partnership will allow the brand to “activate our offer around the biggest cultural moments in the country.”
Rachel James, Head of Partnerships at Silverstone, said the collaboration between two “British powerhouses” will elevate the fan experience throughout the season, with the British Grand Prix Main Stage sponsorship a standout highlight.
Pirelli becomes Official Partner of the Miami Open
Pirelli North America has agreed a new multi-year partnership with the Miami Open, becoming an Official Partner of the ATP and WTA tournament.
The deal strengthens Pirelli’s presence in the North American market, with brand integration across on-court visibility, digital platforms and fan engagement activations starting from the 2026 edition of the event at Hard Rock Stadium.
Claudio Zanardo, CEO of Pirelli North America, described North America as a “priority market” for the company, adding that the Miami Open offers a prestigious platform in a city that reflects the “energy, diversity and international reach” of the region.
The partnership also draws on Pirelli’s historic ties to tennis, having manufactured tennis balls from the 1930s through the 1970s, and builds on the brand’s broader sports portfolio, which includes football and its role as Formula 1’s exclusive tyre supplier.
Standard Bank becomes official partner of SAFA
Standard Bank Group has agreed a new partnership with the South African Football Association (SAFA), becoming an official sponsor of the country’s national teams from 2026 onwards.
The deal will see Africa’s largest bank by assets support Bafana Bafana, Banyana Banyana and grassroots national teams, as South Africa prepares for major international competitions including the 2026 FIFA World Cup and the Women’s Africa Cup of Nations.
SAFA President Danny Jordaan described the agreement as the type of investment “South African football needs,” adding that Standard Bank’s backing will strengthen national team competitiveness and development structures.
David Hodnett, CEO of Standard Bank South Africa, said the sponsorship aligns with the bank’s purpose of driving Africa’s growth, highlighting football’s role in uniting communities and inspiring national pride.
In other news:
- Canada Soccer has announced a new long-term partnership with BMO, which becomes the Official and Exclusive Banking and Financial Services Partner of the federation.
- Olympique de Marseille signed a new partnership with iGraal, which becomes an official partner of the club.
- Real Valladolid Club de Fútbol have agreed a new sponsorship deal with Mexican food brand Tajín, whose logo will feature on the sleeve of the club’s training kit.
- The Asian Football Confederation (AFC) has appointed Hostplus as an official regional partner of the 2026 AFC Women’s Asian Cup in Australia.
- The DP World Tour has agreed a new partnership with SBK, the sportsbook app developed by Smarkets, who have become the Tour’s Official Betting Operator in the UK and Ireland in a two-year agreement.
- Konami announced it has been selected as a global sponsor for the 2026 WORLD BASEBALL CLASSIC, to be held in four cities worldwide.
- Surrey County Cricket Club’s long-standing partnership with Xbox is set to enter an impressive eighth year, with the company renewing its role as the Official Family Zone Partner at the Kia Oval.
