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, fan engagement and commercial innovation take centre stage as Electronic Arts deepens its ties with the Brazilian Football Confederation through gaming, while Aston Villa FC looks beyond matchday with a hospitality-led partnership with Sports Illustrated Tickets.
Elsewhere, investment and purpose-led partnerships continue to shape the landscape, from the $1.65bn backing of Rajasthan Royals to Novartis supporting the Special Olympics World Winter Games 2029.
EA Sports FC secures Brazilian FA licensing partnership
Electronic Arts (EA) has agreed a multi-year licensing and marketing partnership with the Brazilian Football Confederation (CBF- Confederação Brasileira de Futebol – Brazil SOCCER) to bring the national team closer to fans through its EA Sports FC gaming ecosystem.
The deal will see Brazilian football integrated across EA SPORTS FC 26 and EA SPORTS FC Mobile, including in-game content and joint marketing initiatives designed to deepen fan engagement and storytelling around the Seleção.
Jeff Sharma, VP Brand at EA Sports FC, said the agreement marks “a monumental moment for our players and for FC,” adding that it will “deliver authentic experiences that reflect the unique culture, passion, and talent of Brazilian football.”
Samir Xaud, President of the CBF, added: “Together, we will create new ways to celebrate our National Team, our players, and our legacy with millions of fans around the world.”
Aston Villa partners with Sports Illustrated Tickets on fan experience
Aston Villa Football Club has announced a long-term partnership with Sports Illustrated Tickets, naming the brand as its Official Fan Experience Partner.
The agreement will see Sports Illustrated Tickets lead the development of new premium hospitality and entertainment offerings at Villa Park, including the Sports Illustrated Warehouse, a multi-use venue designed to host year-round events.
Additional activations will include Club SI, a hospitality pavilion combining editorial storytelling with food and beverage experiences, and the Sports Illustrated Tickets Plaza, a matchday fan zone featuring live entertainment and social spaces.
Francesco Calvo, President of Business Operations at Aston Villa, said the partnership aligns with the club’s ambition to make Villa Park “a go-to venue not just on matchdays but throughout the year.”
David Lane, CEO of Sports Illustrated Tickets, added that the collaboration will “transform how supporters engage with Villa Park across matchdays, year-round sports and entertainment events and digital and in-person experiences alike.”
Rajasthan Royals secures $1.65bn investment deal
Rajasthan Royals has agreed a $1.65bn investment deal that will see Indian billionaire Lakshmi Mittal and his family take a majority stake in the franchise, alongside Adar Poonawalla.
The transaction will give the Mittal family around 75% ownership, with Poonawalla holding approximately 18%, while existing investor Manoj Badale will retain a minority stake and board position. The valuation includes the Royals’ wider portfolio, including teams in South Africa and the Caribbean.
Mittal said: “I love cricket and my family is from Rajasthan, so there is no IPL team that I would rather be part of than the Rajasthan Royals.”
Poonawalla added that he looks forward to supporting the franchise’s long-term growth, describing it as “a premier IPL franchise with a strong legacy.”
Novartis backs Special Olympics Winter Games partnership
Novartis has been named an official partner of the Special Olympics World Winter Games 2029, in a multi-year agreement focused on promoting inclusion through sport.
The partnership will run from 2026 to 2029, supporting the Games in Switzerland and a range of associated initiatives, including employee volunteering and internal programmes aimed at improving awareness of disability inclusion.
Rob Kowalski, Chief People & Organisation Officer at Novartis, said: “This partnership is about putting our values into practice over the long term… we will continue listening, learning and taking meaningful action… so people in the disability community can feel respected and valued.”
The Games are expected to bring together around 2,500 athletes from more than 100 countries, reinforcing their role as both a global sporting event and a platform for social inclusion.
US Open names ŌURA official wearable partner
The (USTA) United States Tennis Association has agreed a five-year partnership with ŌURA, naming the brand as an official sponsor and wearable fitness partner of the US Open.
The deal marks the first wearable partnership for the USTA and will see Oura’s technology integrated across the US Open, USTA Coaching and wider grassroots initiatives, providing players and coaches with data on sleep, recovery and performance.
Tom Hale, CEO of ŌURA, said: “Sleep and recovery are the invisible edge… this partnership brings our belief that health should be a daily practice to one of the biggest stages in sport.”
Kirsten Corio, Chief Commercial Officer at the USTA, added: “Oura’s presence at the US Open will have an immediate and long-lasting benefit for fans, players and coaches.”
The agreement also includes branding across tournament venues and fan activations, alongside a role within the US Open’s Player Performance Center, as the USTA continues to position tennis around health and wellbeing.
In other news:
- Asociación del Fútbol Argentino (AFA) have agreed a partnership with sports betting firm Betano.
- Manchester City Football Club have agreed a new partnership with AMPYR Distributed Energy.
- MSCcasino .com has announced a new sponsorship agreement with Irish professional snooker player Aaron Hill.
