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, Google’s Gemini platform becomes the main global sponsor of Argentina’s national teams, and Adobe expands its partnership with Major League Baseball to power new digital fan experiences.
Elsewhere, financial services and trading platforms continue to deepen their presence in sport, as Corpay joins Formula E, TMGM expands its relationship with Chelsea, and Bitpanda strengthens its collaboration with FC Bayern.
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Google Gemini becomes main global sponsor of Argentina National Teams
The Asociación del Fútbol Argentino (Argentine Football Association) has announced a new partnership with Google, which will see its AI platform Google Gemini become the Main Global Sponsor of Argentina’s national football teams.
As part of the agreement, Gemini branding will feature prominently on the official training kit of the men’s and women’s national teams. The deal positions AI technology at the centre of the collaboration, aiming to connect football culture with digital innovation.
The AFA described the partnership as a milestone in its commercial expansion strategy, highlighting the global reach of the reigning world champions as a platform for leading international technology brands. The agreement also reflects a broader trend of AI companies aligning with major sports properties to expand visibility and fan engagement.
Corpay named official foreign exchange provider of Formula E
Formula E has agreed a partnership with Corpay, naming the firm’s cross-border division as the championship’s official foreign exchange Provider.
Under the agreement, Corpay will deliver FX risk management and international payment solutions to support the series’ global operations. With races held across multiple continents and currencies, the partnership aims to help streamline Formula E’s cross-border financial processes and mitigate currency exposure.
Brad Loder, MBA, Chief Marketing Officer at Corpay Cross-Border Solutions, said the collaboration reflects the series’ global footprint and “dynamic, multi-currency environment,” where tailored FX and cross-border payment solutions can improve operational efficiency.
Max Adkins, Chief Financial Officer at Formula E, added that the partnership will help simplify the championship’s global financial operations as it continues to expand the reach of all-electric racing worldwide.
Adobe expands MLB partnership with AI-powered fan engagement tools
Adobe and Major League Baseball (MLB) have expanded their multi-year partnership to develop a new generation of digital fan experiences powered by AI and personalised content.
The new agreement will see MLB deploy Adobe’s marketing, creative and data platforms across its marketing, product and content operations to scale personalised fan engagement across digital channels. As part of the deal, Adobe will also serve as the presenting sponsor of MLB Opening Day from 2026 through 2028.
Through the partnership, MLB will utilise tools including Adobe GenStudio for Performance Marketing, Adobe Firefly generative AI services and Adobe Express to accelerate content production, personalise campaigns and enable fans to create and share MLB-branded digital content.
Uzma Rawn Dowler, Chief Marketing Officer and Senior Vice President of Global Corporate Partnerships at MLB, said the collaboration will help bring the ballpark experience to fans wherever they follow the sport. At the same time, Adobe Enterprise CMO Rachel Thornton described the partnership as setting a benchmark for fan engagement “in the era of AI.”
Chelsea expands TMGM partnership with FA Cup shirt branding
Chelsea Football Club has expanded its partnership with TMGM, with the trading platform set to feature on the back of the men’s match shirts during the club’s 2026 FA Cup campaign.
TMGM has been Chelsea’s Official Regional Online Forex and CFD Trading Partner in the Asia-Pacific region since 2023. The new agreement marks the first time the club has carried a dedicated back-of-shirt partner for the FA Cup.
John Rogers, head of partnerships for Chelsea Football Club, said: ‘We are delighted to extend our already successful relationship by including TMGM on the back of our men’s shirts in the FA Cup competition this season.”
“Being visible on the back of the men’s shirts for this season’s competition marks an exciting milestone for TMGM and reflects the strength of our collaboration since 2023,” added Nick Yang, chief commercial officer at TMGM.
The partnership will continue to focus on fan engagement and brand activation across Asia-Pacific markets, building on previous initiatives such as The Famous CFC fan event in Bangkok featuring former captain John Terry.
FC Bayern extends and expands Bitpanda partnership
FC Bayern München has extended and expanded its partnership with crypto and multi-asset platform Bitpanda, with the company now becoming the club’s Official Online Trading Partner.
The collaboration, which began in January 2024, will reflect Bitpanda’s positioning as a multi-asset trading platform while reinforcing the brand’s presence across Bayern’s global marketing activities.
Rouven Kasper, FC Bayern’s Board Member for Marketing and Sales, said the renewal reflects the club’s commitment to long-term partnerships that enable “genuine development rather than short-term effects.”
Bitpanda Chief Commercial Officer Dominik Beier added that the expanded role aligns with the company’s strategic direction, citing the club’s reputation for “top-class performance, professionalism and long-term success.”
In other news:
- AS Roma have agreed a three-year main shirt sponsorship with Eurobet.live
- Arsenal Football Club and security provider ADT have launched a new partnership.
- AFC Ajax has extended its agreement with Van Poelgeest BMW & MINI, extending the club’s official automotive partnership until 2029.
- Major betting operator bet365 has terminated its sponsorship arrangements with several prominent UK horse racing fixtures
- UK operator BetWright will get increased visibility across British horse racing tracks after agreeing to a new sponsorship deal with Sky Sports Racing.
- Inter Miami CF have agreed a multi-year stadium naming rights deal with Brazilian digital financial services company Nubank
- Kia has renewed its commitment as the headline partner of the women’s team of Surrey County Cricket Club for a further three years.
- Walmart Canada, Canada Soccer, and Canadian Soccer Media & Entertainment announced a collaboration to help bring Canadians closer to the game.
