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
Manchester United explored naming rights for its proposed new home, The Hundred faced a difficult sponsorship market and Al Wasl turned to technology to strengthen its academy pathway.
In other news, the Australian Open used SPORTFIVE to improve its European commercial footprint, while the Charlotte Hornets expanded their patch inventory with a new shooting shirt partnership.
Manchester United open to naming rights for new stadium
Manchester United have confirmed they are open to securing a naming rights partner for their proposed new 100,000-seat stadium.
Collette Roche, Chief Executive of New Stadium Development at Manchester United, said the club has not decided what the stadium that will replace Old Trafford will be called, but confirmed naming rights are under consideration.
“It’s an important revenue stream and something we’ve discussed with our fan advisory board,” said Roche.
“Everybody realises affordable, accessible ticket prices are really important. In order to do that, we need to generate revenue streams in other places.”
Should Manchester United secure a naming rights agreement, it would be one of the most high-profile commercial opportunities in sport. The club’s global fanbase and the size of the proposed venue would make the asset one of the most valuable on the market.
Naming rights have become an important source of revenue for clubs in recent years, with venues including FC Barcelona‘s Spotify Camp Nou, Arsenal‘s Emirates Stadium and Manchester City‘s Etihad Stadium all featuring sponsor branding.
However, the proposal is still some way from becoming a reality. There are still questions over how Manchester United will fund the project and the club has yet to acquire all of the land required for the wider redevelopment.
The Hundred allows gambling sponsors for 2026 season
The Hundred has agreed to allow teams to sign front-of-shirt sponsorship deals with gambling companies for the 2026 season after several franchises struggled to secure partners ahead of the campaign.
The England and Wales Cricket Board (ECB) said the move is a one-year measure following discussions with The Hundred Board, with on-kit gambling sponsorship set to be banned from the 2027 season.
Betting partnerships will only be permitted under strict conditions, including the removal of logos from junior replica shirts and the option for players to wear kits without gambling branding.
The ECB said: “While on-kit betting partnerships are permitted in county cricket and many other cricket leagues around the world, The Hundred Board has agreed that they should be banned in The Hundred given the competition’s family-friendly focus.”
As noted by the ECB, the decision creates an unusual contrast for a competition originally launched to attract new audiences to cricket.
Since its introduction in 2021, The Hundred has marketed itself as a family-friendly format, with shorter matches, music, entertainment and simplified rules to appeal to children and new fans.
Australian Open targets European growth through SPORTFIVE
The Australian Open has expanded its partnership with SPORTFIVE as Tennis Australia looks to bolster the tournament’s presence in Europe.
As part of the agreement, SPORTFIVE will become Tennis Australia’s lead agency partner for Italy and Europe, with the agency responsible for developing regionally focused sponsorship opportunities for the Grand Slam event.
The 2026 tournament attracted more than 1.37 million fans to Melbourne Park, with Europe accounting for 29% of its annual viewership.
A recent example of the strategy in practice was the partnership between the Australian Open and Italian food brand De Cecco, which joined as the tournament’s official pasta partner.
The deal included virtual signage and content featuring Italian tennis star Jannik Sinner, helping the tournament connect with audiences in key European markets.
Rosolino Amenta, Managing Director Italy at SPORTFIVE, said: “The De Cecco partnership highlights how a premium global platform like the Australian Open can be leveraged to activate brands in local markets, delivering strong relevance and measurable impact while operating at international scale.”
Charlotte Hornets expand patch inventory with first shooting shirt deal
Charlotte Hornets have agreed a multi-year partnership with Foothills Building Group, making the company the team’s first-ever shooting shirt and warm-up jacket patch partner.
The deal will see Foothills Building Group branding appear on team-issued shooting shirts and warm-up apparel throughout the NBA season, with the patch set to debut during the Hornets’ participation in NBA Summer League 2026.
The agreement includes presenting partnership rights for the Hornets’ Summer League campaign in Las Vegas, as well as in-arena branding and community initiatives.
The Hornets already have Judi Health as their official jersey patch partner, while the new agreement creates an additional visible asset.
“We’re proud to represent the Carolinas alongside an organisation that shares those values, and we’re looking forward to what we’ll build together,” said Foothills Building Group President Bradley McMurray.
Al Wasl turns to Kitman Labs to modernise academy operations
UAE Pro League club Al Wasl has partnered with Kitman Labs to introduce a new performance intelligence system across its academy.
Under the partnership, Al Wasl will implement Kitman Labs’ iP: Intelligence Platform across its academy, which covers players from U6 to U21. The system will combine coaching, medical and performance data, allowing staff to track player development and manage training, injuries and rehabilitation through a shared system.
There has been a notable uptick in clubs across the Middle East investing in academy infrastructure and performance technology to improve their ability to develop homegrown talent.
The focus on academy development is a change from the earlier approach of recruiting global stars to generate international interest, with clubs now placing greater emphasis on building sustainable football operations.
“Our academy is central to Al Wasl’s future, and we want every player who comes through it to develop with structure, consistency and the best possible support around them,” said Abdul Nasser Al Shamsi, CEO of Al Wasl.
In other news:
- Aston Villa has named Visit Rwanda as its principal partner, official tourism partner and official coffee provider in the club’s largest-ever sponsorship agreement.
- Dallas Mavericks have named JPMorganChase as their new jersey-patch partner in a deal that will also include community initiatives across North Texas.
- Juventus and Cygames have extended their partnership until 2027, with the Japanese entertainment company continuing as the back-of-shirt sponsor for the men’s first team.
- The International Luge Federation (FIL) has renewed its deal with Infront through to 2030.
- The World Surf League (WSL) has appointed THE·TEAM as its exclusive global sales agency of record.
- Texas Super Kings have named PwC US as their official consulting partner and lead arm sponsor for the 2026 Major League Cricket season.
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