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, digital and fan engagement strategies take focus as Arsenal links up with Meta to expand its global supporter ecosystem, while brands continue to tap into women’s sport growth through the WNBA’s latest partnership with M&M’S.
Elsewhere, fashion and lifestyle remain firmly embedded in sport with BOSS joining the Australian Open and boohooMAN entering grassroots football, alongside continued investment across education, digital assets and community sport.
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What Arsenal gains from a Facebook and WhatsApp partnership
Arsenal Football Club has partnered with Meta to turn WhatsApp and Facebook into digital touchpoints to support the club’s fan strategy.
The global partnership, announced on 9 April, will see the Premier League club develop new content across both platforms, including exclusive updates via an official WhatsApp Channel and activity on its Facebook page.
“Our partnership with Meta builds on how our supporters already come together, wherever they are in the world, and will create more ways to feel closer and more connected to our club,” said Juliet Slot, Chief Commercial Officer at Arsenal.
As part of the deal, the club and Meta have released an “it’s official” campaign film across channels, highlighting how supporters interact before, during, and after matches through messaging, group discussions, and shared content.
WNBA names M&M’S official chocolate partner
The WNBA (Women’s National Basketball Association) has agreed a multi-year partnership with Mars Snacking, naming M&M’S as its Official Chocolate Partner.
The agreement will see activations across league events, beginning with the 2026 WNBA Draft, alongside fan engagement initiatives including branded experiences and content throughout the season.
Gabrielle Dallas Wesley, SVP at Mars Snacking North America, said the partnership is aimed at “bringing people together through the power of fun.” WNBA Chief Growth Officer Colie Edison added: “Collaborations like this help us connect with fans in new and exciting ways.
HUGO BOSS named Australian Open lifestyle outfitter
HUGO BOSS has agreed a partnership with the Australian Open, becoming its Official Lifestyle Outfitter from 2027.
The deal will see BOSS provide apparel for tournament staff, officials and ball kids, alongside branding across Melbourne Park and retail initiatives including merchandise and pop-up activations.
Daniel Grieder , CEO of HUGO BOSS, said the agreement marks “an important step in our strategy” within sport. Tennis Australia CEO Craig Tiley added the partnership will “enhance how our tournament looks, feels, and connects with fans.”
Nexo named AFA digital asset partner
Nexo has been named the Official Regional Digital Asset Partner of the Asociación del Fútbol Argentino (AFA) as part of its expansion in South America ahead of the 2026 FIFA World Cup.
The agreement follows Nexo’s recent acquisition of Buenbit and the establishment of a regional hub in Buenos Aires, strengthening its presence in Latin America.
Federico Ogue, CEO at Buenbit by Nexo, said the deal reflects the company’s “commitment to this region and the clients we serve here.”
Leandro Petersen, Chief Commercial & Marketing Officer at the AFA, added: “Nexo’s arrival… reflects not only the growth of our brand globally, but also the growing interest of international companies in partnering with Argentine soccer.”
SPAR Netherlands extends Dutch athletics sponsorship
Spar Holding Netherlands has extended its partnership with the @Dutch Athletics Federation, remaining the main sponsor of the country’s national athletics competition in 2026.
The renewal follows the 2025 season, which included 109 league matches, and will continue SPAR’s support of domestic athletics clubs and competitions.
The 2026 edition will also introduce format changes, including a merged senior category, mixed relay events and performance-based track allocation at the national championships.
SPAR Netherlands said the extension reflects its ongoing commitment to supporting sport at community level.
Aston Villa partners with University of Warwick on education programme
Aston Villa Football Club has agreed a partnership with the University of Warwick focused on education and research within the sports industry.
The collaboration will see the development of new MBA and MSc programmes, including specialist pathways in sports leadership and management, aimed at students pursuing careers in the sector.
The agreement also includes joint research activity and student development initiatives, alongside community-focused programmes.
Professor Andy Lockett, Dean of Warwick Business School, said the partnership will “open new opportunities for students, athletes, and our wider community.”
Francesco Calvo, President of Business Operations at Aston Villa, added it reflects the club’s “commitment to creating opportunity and helping shape the future of the sports industry.”
Powerleague names boohooMAN lifestyle partner
boohooMAN.com has agreed a multi-year deal with Powerleague, becoming the company’s Official Lifestyle Partner in one of its largest commercial agreements to date.
The partnership will be integrated across Powerleague’s UK venues and digital channels, including branding, social content and on-site activations. It will launch with the boohooMAN Power Cup, a national tournament offering teams the chance to win £20,000, with fixtures taking place across May and a final scheduled for 20 June in London.
Samir Kamani, CEO of boohooMAN, said: “Football is at the heart of our customer… we want to move beyond a brand that people simply wear, to a brand built around experiences.”
Powerleague CEO John Gillespie added: “It’s amazing to be adding a fashion-first, culture-led partner to our commercial ecosystem.”
In other news:
- Albert, personal financial assistant app, announced a new jersey‑patch partnership with the Atlanta Dream WNBA, marking its third team‑wide deal alongside the LA Sparks and Dallas Wings.
- The Baltimore Ravens and Under Armour have partnered with Baltimore County Public Schools and St. Mary’s County Public Schools to provide grant funding and uniforms that will further develop high school girls flag football.
- Generali will become an official partner of the Real Federación Española de Tenis (RFET) under a new agreement covering the 2026–2028 cycle
- Lega Serie A have agreed a four-year partnership with Deltatre, which will provide a direct-to-fan website and app experience.
- Superbet have signed front-of-shirt sponsorship deals with Greek top-flight clubs PAOK FC, Panathinaikos F.C. and Levadiakos FC.
