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, technology and infrastructure take centre stage as Google and Amazon Web Services (AWS) deepen their presence in sport through AI-driven fan engagement and data platforms, while BT Group steps into a key role powering UEFA EURO 2028 across the UK and Ireland.
Elsewhere, experience-led and operational partnerships continue to evolve, from Hard Rock International extending the World Cup ecosystem beyond the stadium, to Professional Triathletes Organisation integrating payments infrastructure with Sokin.
Google Gemini targets fan engagement with MENA football deal
Google has signed a sponsorship agreement naming its AI platform Google Gemini as the official technology partner of the Iraq Football Association and Royal Moroccan Football Federation national teams.
The partnership will focus on using AI-driven tools to enhance fan engagement, including content creation, match analysis and interactive experiences designed to connect supporters more closely with the teams. Planned activations include AI-generated visuals, music and match insights, positioning Gemini at the centre of the fan experience.
Google said the collaboration aims to “transform the fan experience” and “modernise sports through innovation,” leveraging its multimodal AI capabilities to create new forms of interaction between teams and global audiences.
The deal reflects a growing trend of technology firms using AI-led partnerships to embed themselves within sports ecosystems, particularly in emerging markets with strong digital engagement potential.
WNBA taps AWS for AI-driven fan engagement push
WNBA (Women’s National Basketball Association) has signed a multi-year partnership with Amazon Web Services, naming Amazon Web Services (AWS) as its Official Cloud and Cloud AI Partner.
The deal will centre on enhancing fan engagement through data and analytics, including the launch of ‘WNBA Inside the Game’, a new platform that uses AI and real-time tracking data to deliver advanced insights into player performance and game strategy.
Colie Edison, Chief Growth Officer at the WNBA, said the partnership is “integral to the next phase of growth,” highlighting its role in delivering “more immersive fan experiences and driving innovation.”
Kristin Shaff, Global Director of Strategic Partnerships at AWS, added that the collaboration will “bring AI-powered analytics to the women’s game, giving fans new ways to appreciate the skill and strategy” of players.
AWS will also serve as presenting partner of WNBA Live and join the league’s Changemakers Collective, reinforcing the growing role of technology firms in shaping fan experiences and commercial growth in women’s sport.
BT named telecoms partner for UEFA EURO 2028
BT Group has been appointed the Official Telecommunications Partner of UEFA EURO 2028, covering the tournament across the UK and Ireland.
The deal will see BT provide connectivity infrastructure across stadiums, team base camps and broadcast operations, supporting what is expected to be a global audience of more than two billion viewers. The partnership also includes fan-facing activations such as public screenings and enhanced network services in host cities.
BT CEO Allison Kirkby said the company will “deliver unforgettable experiences for fans, customers and the country,” highlighting the role of its networks in powering major national events.
UEFA Marketing Director Guy Laurent Epstein added that the partnership will combine “world-class network and technical expertise” with UEFA’s ambitions to enhance connectivity for fans both in stadiums and globally.
Hard Rock backs Miami World Cup 2026 host city programme
Hard Rock International has been named an Official Host City Supporter for the FIFA World Cup 2026™ – Canada, Mexico and the United States, through its Seminole Hard Rock Casino brand.
The partnership with the Miami Host Committee will see Hard Rock deliver fan experiences across the city during the tournament, including activations at the FIFA Fan Festival and themed events at its Hollywood venue, alongside transport support initiatives linked to matchdays.
Jim Allen, Chairman of Hard Rock International, said the company is “uniquely positioned to extend the fandom beyond the pitch and make the experience extraordinary” for visiting supporters.
Rodney Barreto, Chairman of the Miami Host Committee, added that the brand’s expertise in hospitality and entertainment will help “deliver an unforgettable experience for fans from around the world.”
GIANTS expand New Balance partnership across AFLW and academy
GWS GIANTS have expanded their partnership with New Balance and Belgravia Sports Apparel AUS, extending the agreement to cover the club’s AFLW programme and academy pathway.
The deal will see New Balance become the official on-field apparel partner for the GIANTS’ women’s team, while also supporting emerging talent through the club’s development system, creating a unified partnership across men’s, women’s and youth programmes.
CEO David Matthews said the agreement represents “a whole-club alignment that supports our men’s, women’s and Academy programs equally,” highlighting the club’s focus on long-term growth.
New Balance Regional General Manager Dean Howard added that the brand is “passionate about championing female athletes, supporting emerging talent, and helping grow the game at every level.”
Accenture partners with WTA to drive digital transformation
Accenture has signed a multi-year agreement with the Women’s Tennis Association, becoming the tour’s Official Business and Technology Consulting Partner.
The partnership will focus on modernising the WTA’s digital infrastructure, with an initial emphasis on transforming the ‘WTA Player Zone’ into a data-driven platform designed to streamline player operations and enhance performance support through AI and advanced analytics.
Mauro Macchi, CEO of Accenture in EMEA, said the collaboration will “reinvent the athlete experience and help drive the continued growth of the game around the world.”
Marina S. CEO of WTA Ventures, added that the partnership is about “advancing how we support our athletes by delivering a connected and efficient digital experience.
PTO names Sokin global partner for T100 Triathlon Tour
Professional Triathletes Organisation has signed a three-year partnership with Sokin, naming the firm as a global partner of its T100 Triathlon World Tour.
The agreement will see Sokin become the Tour’s Official Global Business Payments Partner, as well as title sponsor of the San Francisco event, including the rebranded Sokin San Francisco T100 Triathlon and Sokin Escape From Alcatraz Triathlon.
Beyond branding, the deal includes a technology integration component, with the PTO adopting Sokin’s platform to manage cross-border payments, multi-currency accounts and treasury operations as it expands its global race calendar.
Sokin CEO Vroon Modgill said the partnership offers exposure to “exactly the kind of business audience we want to reach,” while highlighting sport as a key route to international growth.
PTO CEO Sam Renouf added that Sokin’s expertise will be “critical” as the organisation scales its events footprint, with plans to expand significantly in the coming years.
In other news:
- Millwall Football Club have named London.bet as their official back-of-shorts partner for both Championship play-off semi-finals against Hull City.
- The Football Association of Ireland (FAI) are proud to announce a new four-year deal with Irish soft drinks brand Club Orange as the new title partner for the Men’s and Women’s FAI Cups.
- The Norwegian FA (Norges Fotballforbund) and Telenor have signed a four-year partnership.
- The Asian Football Confederation (AFC) has named aramco as a commercial partner and official global supporter of the 2027 AFC Asian Cup in Saudi Arabia.
