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, payments and financial services take centre stage as the NFL lands dual deals with American Express and U.S. Bank, while Paris Saint-Germain turns to performance data through a new wearable partnership with WHOOP.
Elsewhere, the WNBA continues its commercial rise with a multi-brand agreement with Procter & Gamble, as Henley Royal Regatta adds Brooks Macdonald to its sponsorship portfolio, reflecting growing interest from financial services in heritage sporting events.
American Express named NFL’s Official Payments Partner in multi-year deal
The National Football League (NFL) has signed a multi-year global partnership with American Express, naming the payments firm its Official Payments Partner from the 2026 season.
The agreement will see American Express deliver cardholder benefits across key NFL touchpoints, including ticket presales, on-site activations and exclusive experiences at major events such as the Super Bowl, NFL Draft and International Games.
The partnership also supports the league’s international growth strategy, with Amex presale access and local activations planned for global fixtures, including the 2026 Melbourne Game.
As part of the deal, the two organisations will launch the NFL Extra Points American Express Credit Card in the US, offering fans rewards and access to tickets, merchandise and experiences.
NFL EVP and Chief Revenue Officer Renie Anderson said the partnership will expand “unforgettable moments” for fans worldwide, while Amex CMO Elizabeth Rutledge described it as a natural extension of the brand’s strategy to deliver “meaningful perks, exclusive access and elevated experiences” through sport.
PSG names WHOOP official wearable partner
Paris Saint-Germain has agreed a multi-year partnership with WHOOP through to 2029, naming the firm as its Official Health & Fitness Wearable and a Premium Partner across its men’s and women’s teams.
Under the agreement, players will use WHOOP’s wearable technology to monitor metrics including heart rate, sleep and recovery, with the data used to inform training and performance processes.
The partnership also includes branding across matchdays at Parc des Princes and fan engagement through club initiatives and events.
Richard Heaselgrave, Chief Revenue Officer at Paris Saint-Germain, said: “With WHOOP, we are taking a new step forward by enabling athletes to better understand and enhance their physical condition through leading technology.”
Brian Curtin, VP of Global Marketing at WHOOP, added: “Partnering with PSG puts WHOOP at the center of that influence, reaching new audiences while aligning with a club that sets the standard for excellence.”
WNBA secures multi-brand partnership with P&G
The WNBA (Women’s National Basketball Association) has agreed a multi-year partnership with Procter & Gamble, expanding the company’s presence in women’s basketball through multiple brands.
The deal builds on P&G brand Mielle’s existing agreement with the league, with additional brands including Secret, Olay and Tampax set to activate across the WNBA season and key events such as the 2026 Draft.
Activations will include product collaborations with players including A’ja Wilson and Paige Bueckers, as well as fan engagement initiatives and retail campaigns.
Mindy Sherwood, President of North America and Chief Sales Officer at Procter & Gamble, said: “The WNBA is experiencing incredible growth, and this partnership is a powerful opportunity for our brands to show up in ways that celebrate the game.”
WNBA Chief Growth Officer Colie Edison added: “Together, we have an opportunity to reach tens of millions of households and continue to expand the visibility of women’s basketball.”
Henley Royal Regatta signs Brooks Macdonald partnership
Henley Royal Regatta has named Brooks Macdonald as its first Official Wealth Management Partner under a three-year agreement.
The firm will be integrated across the Regatta’s platforms during the 2026 event (30 June–5 July) and beyond, with activity including content and audience engagement initiatives.
The partnership will also include a focus on financial planning and career awareness, with Brooks Macdonald supporting athletes, Members and attendees through access to expertise and related programmes.
Andrea Montague, CEO of Brooks Macdonald, said: “We are delighted to announce our partnership with Henley Royal Regatta as their official wealth management sponsor. It’s a natural fit – we both believe in excellence, determination, and outstanding performance.”
Richard Phelps, Chair of the Committee of Henley Royal Regatta, added: “We are delighted to welcome Brooks Macdonald as our Official Wealth Management Partner.”
In other news:
- Amaron, a premier automobile battery brand in India, has inked a strategic partnership with Delhi Capitals and Knight Riders Sports, for the Indian Premier League (IPL) 2026.
- avianca has announced its sponsorship of the Colombian National Soccer Team for the 2026 World Cup.
- Olympique de Marseille have entered into a partnership with the IZITEK Group, which becomes an official supplier of the club.
- Sunglass Hut, the popular eyewear retailer, has announced a new partnership with the New York Liberty of the WNBA.
- The Football Association has agreed a four-year partnership with PepsiCo‘s Pepsi MAX, who become the official soft drinks partner of the men’s and women’s senior teams.
- The NFL has agreed a multi-year partnership with U.S. Bank, naming the firm as an official bank and wealth management sponsor
