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 led by West Ham’s decision to retain Boyle Sports as front-of-shirt sponsor following relegation and the NWSL’s introduction of new boot sponsorship rules.
HSBC’s new presenting partnership with the China Open highlights ongoing tennis expansion, while DAZN’s Serie A renewal in France reinforces its standing across European football despite recent scrutiny.
Rugby union’s Nations Championship is also still without a title sponsor on ahead of its launch, with Qatar Airways’ proposed deal still unsigned.
West Ham keep Boyle Sports shirt sponsorship after relegation
West Ham United has announced it will continue its front-of-shirt partnership with Boyle Sports for the 2026/27 season.
As the club’s principal partner, the betting brand’s logo will appear on the men’s and women’s home, away, third and training kits.
The agreement comes after the Premier League introduced a ban on front-of-shirt gambling sponsorships from the 2026/27 season, which would have brought an end to, or required a different approach to, West Ham’s relationship with the company.
West Ham’s relegation to the Championship means the club is not subject to those restrictions, allowing the partnership with Boyle Sports to continue into the new campaign.
“As we enter an exciting new era for the club and prepare for a pivotal season, it matters that our commercial partners share the same passion and drive that we have for our loyal fans,” said Karim Virani, Interim CEO, at West Ham United.
“Boyle Sports has approached the partnership in that spirit, and we look forward to continuing to work with them.”
NWSL introduces new rules for boot sponsorship
The NWSL has introduced new footwear sponsorship rules that require non-Nike boot brands to pay for logo visibility during league matches.
The new rules mean boot manufacturers will need to opt into the programme and make a financial commitment to players if they want their branding displayed during NWSL fixtures.
Previously, players could wear boots from individual equipment sponsors without the brands having a direct commercial agreement with the league. Under the new framework, those companies must now pay.
The change creates a new sponsorship category for the NWSL, giving the league greater control over commercial inventory around player equipment while potentially increasing costs for brands.
Adidas and Puma have become the first manufacturers to join the programme, while discussions continue with other footwear companies.
HSBC named presenting partner of China Open
The China Open has agreed a new partnership with HSBC Group as part of a long-term commercial agreement in Beijing.
The deal, announced at the National Tennis Centre, will see HSBC branding showcased prominently across China’s tennis tournament, which features both ATP and WTA events.
The agreement coincides with the 20th edition of the China Open and a focus on positioning it as a leading event in the tennis calendar. Organisers have set out ambitions to strengthen the competition’s international profile as part of a growth strategy for tennis in the region.
Brendan Nelson, Group Chairman of HSBC, said the China Open has “significantly broadened the appeal of the sport across China” and played a role in developing the next generation of players.
China will be content with Nelson’s comments, given state-backed ambitions to become a sports power and bolster its position as a host of international events, including tennis, as stated in recent planning.
DAZN renews Serie A rights in France
DAZN has extended its rights agreement with Lega Serie A, securing exclusive rights to broadcast Serie A, Coppa Italia and Supercoppa Italiana matches in France.
The renewal runs until the end of the 2028/29 season and ensures coverage of Italian football’s top competitions on the streaming platform in one of its key markets.
In addition to its Serie A coverage, DAZN also distributes Ligue 1+ in France, as well as competitions including the Copa del Rey, Eredivisie, Belgian Pro League, Roshn Saudi League and FIFA+ content.
DAZN believes the deal strengthens its reputation as a rights holder, though its reputation has taken a slight hit recently.
Earlier this week, Belgian football authorities confirmed that DAZN will pay 85% of its agreed fee for the Belgian Pro League next season following an interim arbitration ruling.
The streaming platform had sought to exit the agreement early after raising concerns over the commercial viability of the deal, but the ruling has kept the partnership in place while a final decision is expected next year.
Qatar Airways rugby deal left unsigned
Rugby union’s Nations Championship agreement with Qatar Airways is still in limbo days before the tournament kicks off.
According to reports, the state-owned airline is committed to the £80m agreement, but contracts have yet to be signed due to the ongoing conflict in the Middle East.
Discussions between both parties are ongoing, with senior figures understood to have concluded that announcing a global sports partnership at this stage would be inappropriate given the current geopolitical climate.
The deal is still expected to be revisited later in the year, with the November window viewed as the most likely point for Qatar Airways branding to be introduced across the tournament.
The absence of a title partner is not expected to affect the competition financially, with broadcast agreements already secured across multiple territories, including a UK deal with ITV.
Earlier this year, Formula 1 cancelled the Bahrain and Saudi Arabia Grand Prixs, and teams have faced travel disruptions to other races due to the war in the region.
In other news:
- Aston Martin Aramco Formula One Team has signed a partnership with Zscaler to provide cybersecurity protection for its design, strategy and race data systems.
- Chelsea has announced a multi-year partnership with Legora, with the AI legal platform becoming the sleeve sponsor on training kits.
- Golden State Warriors have unveiled a deal with IREN, naming the AI cloud provider as an official partner and featuring its badge on jerseys from the 2026/27 season.
- Last Rep Coffee, co-founded by athletes Jake Wightman and Zak Seddon, has been named an official supplier to the World Athletics Ultimate Championship Budapest 26.
- The Professional Fighters League (PFL) has secured an agreement with Gorilla Energy, naming the brand its official energy drink partner across North America and the MENA region.
- FC Bayern has renewed its partnership withCoca-Cola for a further five years, continuing one of the club’s longest relationships.
- PREM Rugby has extended its relationship with Funding Circle, expanding the SME finance platform’s matchday branding.
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