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.
Summer is definitely in full swing as the partnership news is starting to slow down, but this week there are a few interesting strategies at play.
Betano has adapted its Premier League sponsorship approach following the front-of-shirt gambling ban, and SoFi has used the changing landscape of college athletics by becoming Notre Dame’s first non-apparel jersey sponsor.
Elsewhere, Lenovo strengthened its commitment to esports through an expanded Esports World Cup partnership, and Zoopla backed the rebranded Manchester Super Giants as The Hundred navigates a challenging period for attendances.
Betano to test sleeves and training kits after Premier League front-of-shirt ban
Kaizen Gaming-owned Betano has retained its partnership with Aston Villa, increasing the brand’s Premier League presence by adding to its Tottenham Hotspur sponsorship.
The operator will become Aston Villa’s official sleeve partner after previously serving as the club’s principal partner, with Betano branding appearing on the front of AstonVilla’s shirts since 2024.
The agreement is the latest example of gambling operators adapting their sponsorship strategies following the Premier League’s ban on front-of-shirt betting sponsors, which came into effect this season.
Rather than reducing its investment in the league, Betano has doubled down by moving onto Aston Villa’s sleeve and becoming Tottenham Hotspur’s training-wear partner.
When Tottenham announced its deal earlier this summer, Insider Sport asked Kaizen Gaming whether the move meant the end of its Villa partnership, but the company declined to comment.
The renewal means Betano now holds commercial rights with two Premier League clubs instead of one. While the financial terms of either agreement have not been disclosed, the strategy allows the operator to benefit from exposure despite the loss of front-of-shirt inventory.
Lenovo steps up Esports World Cup commitment ahead of Paris debut
Lenovo has strengthened its ties with the Esports World Cup, joining as a global founding partner as the competition prepares for its first edition in Paris.
As part of the agreement, Lenovo will supply its Legion gaming desktops and monitors across competition arenas, training facilities, broadcast studios and festival spaces during the tournament, which runs from 6 July to 23 August.
The technology company becomes one of the event’s global founding partners after supporting last year’s tournament, when more than 2,000 Legion devices were used across competition and broadcast operations.
The renewed agreement comes as the Esports World Cup relocates to Paris for the first time. More than 2,000 players and 200 teams from over 100 countries are expected to compete across 24 game titles, with a prize pool exceeding $75m.
“We are excited to welcome Lenovo as a Global Founding Partner for the Esports World Cup 2026, as we prepare to bring thousands of players and millions of fans to Paris this summer,” said Mohammed Al Nimer, Chief Commercial Officer of the Esports Foundation.
Zoopla backs rebranded Manchester Super Giants as The Hundred crowds fall
Zoopla has become the first front-of-shirt sponsor of Manchester Super Giants, investing in The Hundred as the competition faces declining attendances.
The property portal’s branding will appear on the shirts of the men’s and women’s teams throughout the 2026 edition of The Hundred, becoming the first front-of-shirt sponsorship for the franchise following its rebrand from Manchester Originals.
According to the company, the partnership is aimed at reaching homeowners and prospective buyers ahead of the autumn housing market, with Zoopla citing The Hundred’s family audience and digital reach as key attractions.
“Partnering with Manchester Super Giants puts Zoopla in front of exactly the audience we want to reach – homeowners and movers thinking about their next move,” said Paul Whitehead, CEO at Zoopla.
Manchester Super Giants is one of several franchises rebranded this season following investment from Indian Premier League owners, a change that has divided supporters.
Though the new identities are not solely responsible for fan discontent, The Hundred has struggled to maintain momentum, with attendances for the first six men’s matches of the 2026 season falling almost 20% year-on-year.
SoFi becomes first non-apparel jersey partner of Notre Dame Athletics
SoFi Technologies has become Notre Dame Athletics’ official financial services partner, with plans to help athletes navigate new commercial opportunities.
The multi-year agreement will see SoFi become the first non-apparel brand to appear as a jersey sponsor across all Fighting Irish uniforms, while also establishing an annual fund supporting Notre Dame’s “4 for Forever” programme.
The initiative will provide scholarships, financial education, career development and other opportunities for student-athletes, including the new SoFi Champions Scholarship, which will award full tuition scholarships to two walk-on athletes each year.
The partnership comes as college athletics continues to evolve following the introduction of name, image and likeness opportunities, which have increased the commercial opportunities available to student-athletes and created a need for financial guidance.
SoFi will provide financial education, planning tools and personalised guidance through a dedicated student-athlete services hub, which aims to help athletes manage their finances during college and prepare for life after sport.
“Notre Dame has spent generations developing champions in the classroom and on the field,” said Anthony Noto, CEO of SoFi. “The grit, discipline and determination of Notre Dame’s student-athletes reflect the same ambition we see in our members every day.
In other news:
- Coca-Cola has become an official sponsor of Brazilian football’s CBF, with the deal covering the men’s Brasileirão Serie A and Serie B, Brasileirão Feminino and Copa do Brasil competitions through 2027.
- Winmau and RIMOWA have launched a limited-edition dartboard case, with the luggage brand’s aluminium case featuring Winmau’s Blade X dartboard and professional darts equipment.
- The Glasgow 2026 Commonwealth Games has named Amul a presenting partner of the Weightlifting, Para Powerlifting and Boxing competitions.
- Inter Milan has announced a multi-year partnership with BBVA, with the Spanish banking giant becoming the club’s sleeve partner.
- Mitsubishi Electric has expanded its World Rugby partnership to become presenting partner of the WXV Global Series and WXV Global Series Challenger.
- Reading FC has unveiled Mr Vegas as its new front-of-shirt partner in a club-record sponsorship deal.
- FIFA has extended its partnership with Visa, with the payments company remaining the governing body’s official payment technology partner.
If you would like to stay up to date with the latest sports partnerships and sponsorship deals, you can subscribe to Insider Sport’s LinkedIn newsletter to get Partnership Playbook delivered to your inbox every Wednesday.
