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 is headlined by Sportradar’s expansion into prediction markets with Kalshi and its renewed Wimbledon data rights deal, as well as BoyleSports’ creator-led World Cup campaign with Mark Goldbridge.
In other deals, Wolverhampton Wanderers look to capitalise on more flexible betting sponsorship rules following their relegation from the Premier League, while the Los Angeles Lakers continue to show the commercial innovation of US sports.
Sportradar expands reach through Kalshi and Wimbledon agreements
Sportradar has strengthened its portfolio by securing a deal with prediction market platform Kalshi and renewing its partnership with Wimbledon.
On the latter of the two agreements, Sportradar extended its exclusive partnership with the All England Club for the global distribution of Wimbledon’s official data and audiovisual betting rights.
The larger announcement saw Sportradar sign a multi-year global agreement with Kalshi, becoming an official data and solutions provider to the prediction market platform.
The partnership will deliver official sports data, live odds, fan engagement tools, customer acquisition services and integrity solutions across properties, including MLB, NHL, MLS and UFC, while also creating opportunities for Sportradar to work with brokers and market makers operating within Kalshi’s ecosystem.
Prediction markets remain one of the most debated areas of the sports industry, attracting regulatory scrutiny and comparisons with traditional sports betting. Despite this uncertainty, Sportradar sees the sector as an opportunity.
“Prediction markets represent a compelling growth engine for the global sports ecosystem and Sportradar is uniquely positioned to shape and power this emerging sector,” said Carsten Koerl, CEO of Sportradar.
BoyleSports partners with Mark Goldbridge for World Cup
BoyleSports has signed a deal with football content creator Mark Goldbridge for a World Cup campaign.
The agreement will see BoyleSports collaborate on 32 branded watchalongs across Goldbridge’s football channels between 11 June and 19 July. The schedule includes every England fixture, selected Scotland games and other matches from across the competition.
Goldbridge will also front preview content for England’s group games and a ‘Game Changers’ series highlighting five players to watch ahead of each round.
YouTube and creator-led channels have become a common destination for sports sponsorships in recent years, particularly in football, where gambling operators have used live watchalongs and digital personalities to meet audiences no longer using traditional television.
BoyleSports Brand Director Gill Blake-Swift said: “Mark Goldbridge represents everything we stand for as a brand – passion for sport, confidence in your opinions and a deep connection with fans.”
Wolves agree Midnite front-of-shirt deal for 2026/27 season
Wolverhampton Wanderers have signed a deal with Midnite that will see the UK-based sports betting brand become the club’s front-of-shirt sponsor for the 2026/27 season.
The agreement will see Midnite’s logo feature on the front of both the men’s and women’s first-team shirts during the club’s 150th anniversary campaign, with the partnership focused on fan engagement initiatives throughout the season.
The deal is a notable commercial win for Wolves following their relegation from the Premier League in the 2025/26 season, with the club now able to feature a gambling sponsor on its front of shirt after moving outside the Premier League’s voluntary ban on front-of-shirt betting partnerships.
Midnite will launch the partnership with a fan-led activation called ‘This Season’s On Us’, which will see supporters compete in a trivia-based challenge against club legend George Elokobi for the chance to win season tickets or 2026/27 home shirts.
David Thomson, Head of Partnerships at Wolves, said: “We’re pleased to have agreed this vitally important principal partnership with Midnite in what is such a big year for the club – both on and off the pitch.”
Los Angeles Lakers partner with Daiso in sponsorship first
The Los Angeles Lakers have announced a multiyear partnership with Japanese retailer Daiso.
The agreement will see the Daiso logo featured on Laker Girls uniforms during selected regular-season games, which is the first time a branded patch has appeared on the outfit.
Daiso will also serve as the presenting sponsor of Laker Girls auditions, with additional content and branding integrated throughout the selection process, as well as activations at Junior Lakers Dancers clinics.
Lon Rosen, President of Business Operations at the Lakers, said: “We are thrilled to welcome Daiso to the Los Angeles Lakers family with an innovative partnership that connects the retailer to the Laker Girls.”
The Laker Girls, the NBA’s first dance team, have been a key part of the franchise’s global entertainment offering since their creation in 1979, though this partnership has allowed the franchise to unlock additional revenue from the team.
Airbnb and WSL Football launch £1m Player Accommodation Fund
Airbnb and WSL Football have launched a new multi-year partnership that includes a £1m Player Accommodation Fund, aiming to support players moving between Barclays WSL and WSL2 clubs.
The fund will provide short-term accommodation for players during transfer windows over the next three seasons to reduce the financial and logistical pressures of relocation.
The initiative comes as part of a wider partnership naming Airbnb as the official accommodation and experiences partner of WSL Football, with additional plans to support fan travel and away-day culture across the women’s game.
“We aim to put the players and fans at the heart of everything we do and the partnership with Airbnb showcases this,” said Zarah Al-Kudcy, Chief Revenue Officer, WSL Football.
“Building an away fan culture is integral to the growth of the game and Airbnb want to support our clubs and fans with this, from accommodation through to experiences.”
In other news:
- UFC has announced a partnership with Exodus Movement, which becomes the organisation’s inaugural official payments partner.
- Scottish Football has named PepsiCo and Pepsi MAX as the official soft drinks partner of the Scotland men’s and women’s national teams through to 2030.
- The HSBC Championships at Queen’s Club have announced PIF and EQT as new ATP global partners from the 2026 tournament onwards.
- SailGP has named Après Provence as Exclusive Rosé Supplier for the Emirates Great Britain Sail Grand Prix in Portsmouth, which takes place on 25-26 July.
- The UFL has selected Credit One Bank as the presenting partner of the 2026 United Bowl, the league’s championship game.
- Marylebone Cricket Club has agreed a multi-year partnership with Vitality, securing naming rights for the newly branded Vitality Performance Centre.
- Gotham FC has named Sports Illustrated Tickets as its official fan experience and ticketing partner.
