Welcome to Insider Sport’s latest edition of the Partnership Playbook, where we bring you details on the latest sports partnerships and sponsorships.
Visa is back in rugby, and it has Mastercard to thank for the opening.
Following a 20-year absence from the Rugby World Cup, Visa has returned for the men’s 2027 and women’s 2029 tournaments, stepping into the space left by Mastercard.
This week’s Partnership Playbook also looks at La Liga taking its IP into iGaming through LIGAS Gaming, as well as Manchester City’s expanded Etihad Stadium handing SeatGeek a bigger role.
Diving into rugby again, we explore the next commercial chapter of Super League after news that title sponsor Betfred will leave the competition after this season’s Grand Final.
Elsewhere, DoorDash looks to deliver for the NHL, while The Jockey Club has brought in UNTAPPED to sharpen how it sells its sponsorship opportunities.
La Liga puts its IP into the iGaming mix
La Liga is taking its IP into iGaming through an exclusive global partnership with B2B studio LIGAS Gaming.
Javier Gurrea Nozaleda, Sponsorship and Licensing Director at La Liga, said the agreement will help the league engage fans “beyond the 90 minutes”, an interesting point considering the restrictions on gambling advertising and sponsorship in Spain.
Spain’s Royal Decree on Advertising bans gambling companies from taking many of the traditional sponsorship positions associated with football, such as shirt and stadium branding of La Liga clubs.
However, restrictions don’t prevent La Liga from commercialising its IP through international partnerships aimed at regulated markets outside Spain, where gambling sponsorship and advertising rules differ.
Under the deal, LIGAS will develop and distribute officially licensed real money football games to operators across regulated markets. The initial portfolio includes five titles: LALIGA Skills, LALIGA Kick, LALIGA Penalty, LALIGA Legends and LALIGA Frenzy.
This allows La Liga to generate revenue from gambling-related activity without relying on the domestic sponsorship inventory that is restricted in Spain.
Nicolas Campano, Business Development Director at LIGAS Gaming, said the company was created to “bridge” the gap between football and iGaming.
Visa returns to Rugby World Cup with Mastercard gap to fill
Visa has announced its return to the Rugby World Cup as principal partner and official payment technology partner for the men’s 2027 and women’s 2029 tournaments in Australia.
The deal sees Visa return to rugby’s biggest event after a 20-year absence, following Mastercard’s decision not to renew its partnership with World Rugby.
The two-tournament deal gives Visa a long runway in Australia, with the country set to host both events, allowing the payment giant to build its presence around the 2027 men’s tournament before returning for the women’s event two years later.
Visa will provide payment technology at official venues and become presenting partner of the Player of the Match award.
Visa Regional President, Asia Pacific Stephen Karpin said: “Some events have their own gravitational pull. Rugby World Cup is one of them. People don’t simply follow it, they travel for it and come together in ways that extend far beyond the match.
“Recent data showed cross-border Visa transactions in host cities of a major sporting event increased nearly 20% year on year.”
SeatGeek secures a bigger role at Manchester City
Manchester City has turned its relationship with SeatGeek into a new global partnership, giving the ticketing company a more prominent role after the completion of the Etihad Stadium expansion.
Manchester City has used SeatGeek since 2018 to power ticketing for matches, hospitality and concerts at the Etihad Stadium and Joie Stadium. The new agreement gives SeatGeek more visibility across the club’s digital and social channels, as well as inside the stadium.
Jordan Hitchen, Regional Director, EMEA at SeatGeek, said the two brands will continue to “evolve the technology and experiences” across City’s matchdays, hospitality and events while bringing the brands closer together globally.
The Etihad’s expansion added around 8,000 seats, pushing capacity above 53,000 and creating one of the Premier League’s largest single-tier stands, which also creates more room for those looking for ammunition when the seats are not filled.
This has been the case this week, with criticism unusually coming from Manchester City supporters rather than Manchester United fans.
Following the recent Carabao Cup home fixture against Norwich City, supporters raised concerns over the number of empty seats, with an official attendance of 32,451 inside the newly expanded Etihad Stadium.
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Super League at a crossroads following Betfred exit
Betfred’s relationship with Super League will come to an end after this season’s Grand Final next month, leaving rugby league searching for a new title sponsor.
The bookmaker has backed the competition since 2013, with its involvement expanding across the wider rugby league calendar, including the Challenge Cup, women’s and wheelchair competitions and England’s national teams.
Owner Fred Done has spoken warmly about his support for rugby league, but rising costs across the bookmaker’s retail estate have led to a review of spending.
Betfred announced 132 shop closures in July, with Done also highlighting increases to National Insurance, the minimum wage and gambling taxes.
Super League is on the hunt for a new title sponsor as it attempts to broaden rugby league’s commercial appeal through events such as Magic Weekend and its Las Vegas fixtures.
Rhodri Jones, Managing Director of RL Commercial, previously told Insider Sport that the next five years could be “the most significant” in the sport’s modern era.
In other news:
- The Jockey Club has appointed UNTAPPED Partnerships to lead a new sponsorship growth programme.
- Valencia CF has named Monster Energy its official energy drink in a multi-year deal, with the brand set to activate across the club’s physical and digital assets.
- KETTLE has become title partner of the EuroHockey Championships 2027, rebranding the London tournament to KETTLE EuroHockey EuroChamps27.
- DoorDash has signed its first NHL partnership, picking up rights that include national broadcasts, major events and the Stanley Cup playoffs.
- McLaren Racing has named Aricoma an official partner of its Hypercar Team from next year.
- Flatout has selected Mirafit as its official strength partner, with the fitness racing series set to use the UK strength equipment brand’s kit across its workout zones.
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