Welcome to Insider Sport’s latest edition of the Partnership Playbook, where we bring you details on the latest sports partnerships and sponsorships.
Gambling, sports data and, yes, wipes make up the stories of this week’s Partnership Playbook, which isn’t a sentence I expected to write when putting together a sports sponsorship roundup.
Betfred’s Super League partnership faces an uncertain future, while BOYLE Sports and London.Bet continue to strengthen their ties to football in the UK.
Elsewhere, the NHL is exploring a new commercial opportunity by turning official league data into investable assets, and Kings League is looking for clarity on sponsorship measurement.
Super League’s decade-long partnership with Betfred in doubt
Betfred’s title sponsorship of the Super League appears unlikely to continue past the 2026 season, which would end one of the longest commercial partnerships in UK sport.
While no final decision has been made between the Super League and Betfred, reports suggest the agreement may not be renewed after this season. The uncertainty comes as Betfred looks to manage rising costs in the UK, having recently announced the closure of 132 betting shops and around 600 job losses following tax increases.
Founded in Salford, Greater Manchester, Betfred has built its rugby league strategy around a sport synonymous with the North of England, expanding its sponsorship from the Super League to the Challenge Cup, Women’s Super League, Wheelchair Rugby League and the World Club Challenge.
Should the deal end, it could be the start of a new commercial direction for rugby league, which has been looking to grow its influence to other parts of England, as well as over the pond.
Speaking to Insider Sport following Magic Weekend, RL Commercial Managing Director Rhodri Jones highlighted the league’s changing audience, noting that more than 7,700 junior tickets were sold at the event and that attendance among 26 to 35-year-olds had grown year-on-year.
When asked whether the league’s current commercial partners reflect its evolving audience, Jones said he “would expect our commercial partnerships to reflect that broader audience over time as the product continues to evolve.”
NHL turns official data into investable assets
The NHL is boosting the commercial value of its official statistics through a new partnership with FutureSports.
Under the agreement, FutureSports will use official NHL statistics to create new performance indexes that track how teams and players perform throughout the season. These indexes will then form the basis for new futures contracts that CME Group plans to launch ahead of the 2026-27 season, subject to regulatory approval.
Official statistics have been used to support media coverage, fan engagement and betting products, though the league is now using its data for financial instruments aimed at investors, traders and businesses.
According to an announcement, potential users of the contracts could include sponsors, apparel manufacturers, insurers, asset managers and professional trading firms.
Rhett Dinsdale, FutureSports Co-Founder, said: “We’ve seen genuine enthusiasm from the partners who see the potential of these indexes and futures contracts in bringing significant new risk management and trading opportunities.”
Kings League turns to data as global sponsorship ecosystem grows
Kings League has partnered with Shikenso to measure the value of sponsorship across its global football ecosystem.
The agreement will see Shikenso track sponsorship value across Kings League’s nine leagues and two annual World Cups, using video analysis and social media analytics to measure brand exposure across broadcasts and digital platforms.
Founded by former FC Barcelona defender Gerard Piqué in 2022, Kings League has grown from a Spanish seven-a-side competition into a global organisation spanning Europe, Latin America and MENA.
Unlike traditional football properties designed around established broadcast models, Kings League’s audience is spread across platforms including Twitch, YouTube and Kick, with engagement taking place across live content and social media.
Kings League aims to give brands a better understanding of the impact generated across different markets by tracking exposure.
“We built Kings League for a generation that watches differently, engages differently, and expects more from the content they consume,” said Martino Armanini, Global Business Intelligence Director at Kings League.
“Shikenso gives our commercial partners the measurement framework to understand the value of their partnership, across every league, every market, every matchday.”
DUDE Wipes brings personality to Earthquakes
The San Jose Earthquakes have announced their first-ever back-of-kit partnership, teaming up with personal care brand DUDE Wipes.
As part of the agreement, DUDE Wipes becomes the club’s official wipe/flushable wipe, while also supporting activations including “Clean Sheets”, a campaign that will reward fans when the Earthquakes record defensive clean sheets.
The partnership will also see the brand provide products at community events across the Bay Area as both organisations look to connect with supporters beyond matchday.
“We’ve always believed the best partnerships happen when you don’t take yourself too seriously,” said Ryan Meegan, Co-Founder and CMO of DUDE Wipes.
“Landing on the back of the Earthquakes jersey feels pretty fitting for a brand that always has your back. From matchday activations to celebrating every clean sheet, we’re excited to bring some extra laughs—and a whole lot of wipes—to Quakes fans.”
In other news:
- OMODA has expanded its UK sports presence by becoming an official partner of the Lloyds Tour of Britain, securing branding rights across the event.
- London.Bet has become Charlton Athletic’s official back-of-shorts and betting partner for the 2026/27 season, with the brand gaining visibility across the club’s kits, stadium and digital channels.
- Leeds United has named BOYLE Sports its official betting partner, with the agreement providing the operator with matchday visibility and fan engagement opportunities at Elland Road.
- Eleven Sports Media and London Stadium have teamed up with Bloomsbury Football Foundation to fund 11 football bursaries for young refugees and asylum seekers as part of a community-focused partnership in East London.
- Silverstone has partnered with PepsiCo in a five-year deal that will bring the company’s food and beverage brands to the venue’s events calendar.
- British Rowing and the GB Rowing Team have extended their partnership with Dryrobe through to 2028, with the brand continuing to support athletes.
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.
