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.
The PGA Tour and DP World Tour strengthened their position in global golf through a new Asian Tour partnership, while The Hundred secured a new broadcast partner in Whisper.
In other news, Paris Saint-Germain added BYD to its global partnership portfolio, Trent Rockets expanded its relationship with Vitality and the Los Angeles Lakers welcomed Albert as its new kit sponsor.
PGA Tour closes in on LIV Golf’s Asian foothold
The PGA Tour and DP World Tour have partnered with the Asian Tour in a deal that could prove damaging to LIV Golf’s future.
The multi-year agreement, which runs through until at least 2029, will see the three organisations work together on commercial and playing opportunities, with leading Asian Tour players set to gain access to the DP World Tour and HotelPlanner Tour from the 2027 season onwards.
The deal also sees the return of DP World Tour co-sanctioned events with the Asian Tour, with details to be announced later this year.
“This agreement is another example of what can be accomplished when organisations come together with a shared vision for the future of professional golf,” said Christian Hardy, PGA Tour SVP of International.
The PGA Tour’s position in Asia is improving as LIV Golf faces uncertainty. Saudi Arabia’s Public Investment Fund confirmed that it will withdraw funding after the 2026 season earlier this year, leaving LIV without its primary backer and forcing the league to search for new investment.
LIV Golf told Insider Sport last week that the search is progressing, but the organisation also confirmed that staff have been informed of potential job cuts.
Whisper wins BBC production deal for The Hundred coverage
The BBC has appointed independent production company Whisper to deliver its live broadcast and digital coverage of The Hundred’s 2026 season.
As part of the agreement, Whisper will produce eight live match broadcasts, including the women’s and men’s double-headers and the tournament finals at Lord’s on 16 August.
The broadcaster will deliver the coverage through its Wales-based division, Whisper Cymru, from the Cymru Broadcast Centre in Cardiff and plans to have both live production and digital content creation.
“We are incredibly proud to be trusted by the BBC to deliver The Hundred for the first time,” said Rob Williams, Executive Producer at Whisper.
“The Hundred has entirely reshaped the domestic cricket landscape through its fast-paced format and equal billing for the women’s and men’s games.”
The Hundred begins its 2026 season today (22 July), with the competition continuing its efforts to attract younger and new audiences to cricket. But while the tournament has made progress in growing engagement, it has faced challenges commercially.
Last week, The Hundred confirmed that teams taking part in the tournament would be permitted to sign front-of-shirt sponsorship deals with gambling companies for the 2026 season after several franchises struggled to secure alternative partners ahead of the campaign. However, just before Tuesday’s opening game, all eight teams managed to secure primary sponsors from other sectors.
Gambling sponsorship crackdown threatens Everton and F1 deals
A proposed UK government crackdown on unlicensed gambling sponsorships could force sports organisations to reconsider several existing commercial partnerships, including deals involving Everton and Formula 1.
The Department for Culture, Media and Sport (DCMS) has opened an eight-week consultation on plans that would make it a criminal offence for clubs and governing bodies to hold sponsorship agreements with gambling operators that do not hold a UK Gambling Commission licence.
The proposed legislation would cover physical sponsorship assets, including kit branding, pitchside advertising, venue branding and the naming of events or competitions, with financial penalties possible for breaches.
Everton could be among the first clubs affected, after agreeing a three-year sleeve sponsorship with Stake.com in June. The agreement, reportedly worth at least £10m, runs until the end of the 2028/29 season, although Stake lost its UK licence earlier this year following some controversial marketing activities – including a campaign involving adult actress Bonnie Blue.
DCMS cited three reasons for the proposed ban: protecting consumers, particularly young and vulnerable people; defending the integrity of the licensed market; and reducing money-laundering risk.
The measure could take effect from August 2027, ahead of the 2027/28 football season, and no later than August 2028.
Vitality expands sports presence with Trent Rockets shirt deal
Trent Rockets has announced Vitality as their new front‑of‑shirt partner for The Hundred, days after the AFC Bournemouth kit activation drew criticism from supporters.
The multi‑year agreement will see Vitality appear on the front of Trent Rockets’ men’s and women’s playing shirts throughout the 2026 competition, as well as on replica kits designed by Nike and delivered in partnership with KitKing.
Vitality has been involved with The Hundred since its launch in 2021 as the competition’s official wellness partner.
“We’re delighted to welcome Vitality and proud that the men and women of Trent Rockets will be the first teams in The Hundred to carry their logo on the front of a cricket shirt,” said Lisa Pursehouse, Chief Executive of Trent Rockets.
The partnership follows Vitality’s unveiling as AFC Bournemouth’s front‑of‑shirt sponsor for the 2026/27 season, where the insurer’s logo features prominently on the club’s new home kit.
That launch led to backlash from some Bournemouth supporters, who criticised the look of the shirt, particularly the large, bright Vitality branding, which many felt clashed with the club’s traditional red‑and‑black stripes.
PSG partners with BYD as Chinese EV looks to utilise global fanbase
Paris Saint-Germain (PSG) has agreed a multi-year partnership with BYD, making the Chinese electric vehicle manufacturer the club’s official automotive partner.
The three-year agreement, which runs until June 2029, will see BYD receive visibility across PSG’s global ecosystem, while vehicles from the company and its premium brand DENZA will support the club’s day-to-day operations.
In addition to brand visibility, the deal suggests that BYD plans to use the French club’s global fan base as a launchpad for its wider European expansion. The manufacturer has been pushing into key markets such as France, the UK and Germany as of late – however, this newest partnership will likely act as a catalyst for even further expansion.
The partnership will also include global campaigns, content featuring PSG’s men’s and women’s teams, fan activations and experiences for supporters around the world.
“We are proud to welcome BYD to the Paris Saint-Germain family. As one of the world’s fastest-growing and most innovative companies, BYD is a natural partner for the club,” said Richard Heaselgrave, Chief Revenue Officer of PSG.
In other news:
- Los Angeles Lakers has named personal finance app Albert as their new jersey patch partner, with the brand to feature on the team’s four uniform designs.
- Ipswich Town has named fintech firm Ebury as its official foreign exchange partner in a multi-year deal that will see the company support the club’s international payment requirements.
- SailGP has extended its partnership with marine consultancy ABPmer through to the 2028 season.
- Portland Thorns and Portland Fire have named Treasure AI as a community game changer partner and official agentic experience platform, with the AI company also becoming the Thorns’ sleeve partner.
- Sliema Wanderers FC and Betsson Group have signed a memorandum of understanding for a partnership that will support the Maltese club’s sporting ambitions.
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