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, global football dominates the commercial landscape as 2026 FIFA World Cup partnerships accelerate, with the Public Investment Fund and Betano securing tournament supporter roles across multiple regions, underlining the competition’s growing scale and commercial pull.
Elsewhere, technology and payments continue to shape the fan experience, from Mastercard’s integration into Inter Miami’s new stadium ecosystem to Visa expanding its Davis Cup activation, while emerging categories and platforms gain traction through deals involving F1 Academy, Serie A USA and Polymarket.
PIF backs FIFA World Cup 2026 as tournament supporter
Public Investment Fund has been named an Official Tournament Supporter of the FIFA World Cup 2026 across North America and Asia, strengthening its growing relationship with global football.
The partnership will incorporate PIF-backed entities, including Savvy Games Group and Qiddiya City, with a focus on delivering fan engagement initiatives and experiences throughout the tournament.
Romy Gai, Chief Business Officer at FIFA, said the collaboration will help “deliver a historic tournament that inspires and unites fans,” while supporting efforts to grow the game globally.
Mohamed AlSayyad, Head of Corporate Brand at PIF, added that the deal reflects the fund’s ambition to “accelerate the growth of football globally by expanding access to the game and creating opportunities.”
The agreement builds on previous collaborations between the two organisations and underlines PIF’s continued investment in football as part of its wider sport and entertainment strategy.
Inter Miami names Mastercard payments partner for Nu Stadium
Inter Miami CF has signed a partnership with Mastercard, naming the firm as its Exclusive Payment Services Partner and an official partner of Nu Stadium.
The agreement will see Mastercard power cashless transactions across ticketing, concessions and retail, while also delivering fan-facing activations and ‘Priceless’ experiences designed to enhance engagement at the club’s new venue.
Xavier Asensi, President of Business Operations at Inter Miami, said the deal will create “meaningful fan experiences” and bring supporters closer to the club, while Mastercard highlighted its ambition to deepen connections with football audiences globally.
The partnership reflects the growing role of payments providers in stadium ecosystems, as clubs look to integrate technology, commerce and fan experience into a unified matchday offering.
Visa extends Davis Cup partnership with expanded activation
Visa has renewed its agreement as Official Payment Partner of the Davis Cup for 2026, significantly expanding the scope of the partnership.
Following its initial involvement in 2025, the renewed deal will see Visa increase its presence at the Davis Cup Final 8 in Bologna, while also introducing on-court branding across 39 ties staged globally during the September fixtures.
ITF CEO Ross Hutchins said the renewal represents a “partnership of major significance,” highlighting the role of global brands in driving the competition’s commercial growth.
Dylan Leslie, Head of Sponsorships at Visa Europe, added that the collaboration will focus on delivering “more seamless experiences” for fans, alongside exclusive access and benefits for Visa cardholders.
The extension reflects the Davis Cup’s growing commercial momentum, as the competition continues to attract premium global partners and enhance its global footprint.
Dirt Is Good joins F1 Academy as first laundry partner
Dirt Is Good has signed a multi-year agreement with F1 Academy, becoming the series’ first-ever Official Laundry Detergent Partner.
The partnership will see the brand activate across the 2026 season, including title involvement in key race weekends and support of a Wild Card entry at Zandvoort, where driver Zoe Florescu will compete in bespoke Dirt Is Good branding.
Susie Wolff, Managing Director of F1 Academy, said the deal represents “an exciting step as we continue to create meaningful opportunities and visibility for the next generation of talent.”
Tati Lindenberg, Chief Marketing Officer of Unilever Home Care, added that the collaboration aligns with the brand’s focus on “performance under pressure” while supporting the progression of young women in motorsport.
The agreement reflects the continued diversification of sponsorship categories in women’s sport, as global consumer brands look to align with emerging platforms and purpose-led narratives.
Betano returns as FIFA World Cup 2026 tournament supporter
Betano has been named an Official Tournament Supporter of the FIFA World Cup 2026 across Europe and South America, extending its partnership with FIFA.
The agreement marks the third collaboration between FIFA and Betano’s parent company Kaizen Gaming, following previous deals around the 2022 World Cup and the 2025 FIFA Club World Cup. The partnership will focus on fan engagement initiatives and promoting responsible betting throughout the tournament.
FIFA Chief Business Officer Romy Gai said the operator has shown a “genuine commitment to sporting integrity” and innovation in engaging fans, while Kaizen Gaming CEO George Daskalakis described the deal as a “milestone” in the company’s global growth.
Betano will activate across both physical and digital channels, offering fan experiences and tools aimed at responsible participation during the tournament.
American Airlines extends Miami HEAT partnership
American Airlines has agreed to a multi-year extension with Miami HEAT, continuing its role as the team’s Official Airline.
The renewed deal will see American Airlines maintain in-arena branding at the Kaseya Center while expanding fan engagement initiatives, including loyalty-led experiences through its Advantage programme such as sweepstakes, VIP access and travel opportunities to away games.
Juan Carlos Liscano, Vice President of MIA Operations at American Airlines, said the partnership reflects a shared “commitment to excellence” and longstanding ties to the Miami community, while HEAT Chief Commercial Officer John Vidalin highlighted its focus on “creating meaningful experiences that bring our fans closer to the team.”
The extension builds on a relationship spanning more than 25 years and underscores the continued role of airline partnerships in connecting global fanbases with sports franchises through travel and experiential engagement.
Serie A USA taps Polymarket for prediction market partnership
Serie A USA has signed a multi-year agreement with Polymarket, naming the firm as its official and exclusive prediction market partner in the United States.
The partnership will see Polymarket integrated across Serie A’s US-facing digital and media channels, offering fans real-time, data-driven prediction markets powered by official league data.
Michele Ciccarese, Marketing and Commercial Director at Lega Serie A, said the deal will help engage “a new generation of fans through a platform that embodies emerging trends,” while Polymarket CEO Shayne Coplan highlighted prediction markets as a new form of interactive fan participation.
The agreement forms part of Serie A’s broader US growth strategy ahead of the 2026 FIFA World Cup, and reflects increasing interest in interactive, data-led fan engagement models.
In other news:
- The Asociación del Fútbol Argentino has added Avia as a regional sponsor of the national team ahead of the FIFA World Cup.
- Arsenal Football Club have named global payroll and HR platform Deel as their official sleeve partner from the 2026/27 season under a multi-year agreement.
- Chelsea Football Club have agreed a partnership with Roc Nation Sports International aimed at supporting growth and fan engagement in the United States and other markets.
- Chicago Fire FC have signed McDonald’s as the naming rights partner for their new $750 million stadium, which is due to open in 2028 as McDonald’s Park.
- Nexo is renewing its title partnership for the Nexo Championship on the DP World Tour for 2026.
- The International Cricket Council (ICC) and Marriott Bonvoy, have announced an expansion of their global partnership to include the ICC Women’s T20 World Cup 2026
- Valencia CF have named Cisco as a founding partner for connectivity and cybersecurity at Nou Mestalla.
