Welcome to Insider Sport’s latest edition of the Partnership Playbook, where we bring you details on the latest sports partnerships and sponsorships.
This week’s edition covers Nestlé’s largest international brand deal with the NBA, UEFA’s appointment of Relevent to sell its national-team rights from 2028, and Real Madrid’s agreement with Uber Eats.
Betano returns to the European Championship, Chelsea signs Chinese carmaker GAC, the NHL adds Expedia, and Red Bull takes the title of MotoGP’s new Adelaide race.
Nestlé signs NBA deal across 21 markets
Nestlé and the National Basketball Association (NBA) have agreed an international marketing partnership that makes Milo, Nescau and Nesquik official partners of the league. The multi-year agreement with the NBA pans 21 markets on four continents and is the Swiss food company’s largest international brand collaboration.
The Nestlé, NBA partnership starts on January 1, 2027, in markets including the US, Canada, Brazil, Germany, France and the UK, with the Philippines joining in October 2027. Nestlé did not disclose financial terms.
Activation will run through NBA youth programmes including Jr. NBA and NBA Basketball School, at NBA Global Games and NBA House, and through on-pack promotions offering tickets and merchandise.
Liberato Milo, Senior Vice President and Head of Nestlé’s Confectionery and Snacking Strategic Business Unit, said the company’s brands “have believed in the power of sport to bring out the best in people.”
Nestlé’s KitKat brand holds a Formula 1 partnership running from 2025 to 2028, the company’s first single global marketing deal.
UEFA appoints Relevent for national-team rights to 2036
UEFA has named Relevent the exclusive marketing and sales partner for its national-team competitions on an eight-year term starting after Euro 2028, covering the men’s Euros in 2032 and 2036 and the Women’s Euros in 2029 and 2033. The remit includes sponsorship sales, media rights and licensing.
Relevent replaces CAA Eleven, the agency formed in 2012 to manage the rights, whose term ends after Euro 2028. Relevent won UEFA’s men’s club competition rights for the 2027-33 cycle in 2025.
Zoran Lakovic, UEFA Deputy General Secretary for International Affairs, said the agency would help “further develop the commercial program for UEFA’s national team competitions.”
Real Madrid signs Uber Eats as delivery partner
Real Madrid has named Uber Eats its official delivery partner in Spain for three seasons, to June 2029. The deal includes Uber Eats branding at Bernabéu matches and joint activity on the club’s digital channels. Uber also becomes an official club partner, with plans for ride-sharing services for fans around the Bernabéu.
Emilio Butragueño, Real Madrid Director of Institutional Relations, said the club shares “leadership, teamwork, a drive for improvement, and the pursuit of excellence” with the brand. Financial terms were not disclosed.
Real Madrid renewed its VIP ticketing partnership with Sportfive in late September. Adidas supplies its kit, Emirates holds the front-of-shirt deal and HP the sleeve.
Betano returns as UEFA EURO 2028 sponsor
UEFA and Kaizen Gaming have named Betano an official sponsor of UEFA EURO 2028. Betano was the first official betting partner of EURO 2024 and has been global sponsor of the UEFA Europa League and Conference League since 2024-25.
George Daskalakis, Kaizen Gaming Co-Founder and CEO, said: “Returning to the competition for UEFA EURO 2028 is particularly meaningful for us.”
EURO 2028 runs from June 9 to July 9, 2028, across nine stadiums in eight cities in the UK and Ireland. UEFA has also signed Booking.com and BT Group as tournament partners. Betano sponsored the 2026 FIFA World Cup and moved to Aston Villa’s sleeve after holding the club’s front-of-shirt deal since 2024.
Chelsea names GAC official automotive partner
Chelsea has named Chinese carmaker GAC official automotive partner of its men’s team. Vehicles from GAC’s AION range will escort the team to Stamford Bridge on selected matchdays. The deal follows GAC’s involvement in Chelsea’s 2026 pre-season tour of Hong Kong and Malaysia. No value was given.
AION launched in Britain in May through a joint venture with Jameel Motors. Jon Wakefield, Managing Director of Aion Auto UK, said the deal “gives us a global platform to showcase Aion and GAC’s brand and products.”
NHL adds Expedia as official travel partner
The National Hockey League (NHL) has signed Expedia as its official travel partner in the US and Canada under a multi-year deal, with exclusivity in online travel, vacation rentals and hotels. Expedia will appear on digital rink-side boards during national broadcasts in Canada and at the All-Star Weekend, Heritage Classic, Winter Classic and Stadium Series, and will present the Stanley Cup Playoffs Bracket Challenge.
Tracey Webster, Expedia General Manager, said the company will help fans “plan and book trips to cheer on their favorite team.”
The deal follows the NHL’s agreements with Degree and Sofascore last week. The league has also added Black Box Wines, Adobe, AB InBev and DoorDash this season. Expedia sponsors Mexico’s Liga MX.
Red Bull takes title of MotoGP’s Adelaide race
Red Bull will be title sponsor of the Red Bull Grand Prix of Australia, MotoGP’s first race in Adelaide, from November 12 to 14, 2027, and again in 2028. Adelaide replaces Phillip Island after this season.
Carlos Ezpeleta, MotoGP Deputy CEO, called Australia “one of MotoGP’s most passionate and important markets.” Red Bull also holds title rights to the COTA and San Marino rounds and sponsors KTM’s factory and Tech3 teams.
In other news:
- The NBA named IM8 official nutrition partner in Australia and eight Southeast Asian markets under a multi-year deal.
- Walt Disney World extended its sponsorship of the Orlando Magic, keeping its logo on the team’s uniforms in a partnership that began in 2010.
- Flyte Aviation became official private aviation partner of the Philadelphia 76ers on a multi-year deal.
- American Express became title sponsor of SailGP’s first Hong Kong Sail Grand Prix on January 23 and 24, 2027.
- Shakhtar Donetsk named energy company DTEK its Champions League sleeve sponsor. Rinat Akhmetov owns both through SCM Group.
- New Zealand Cricket signed Hero MotoCorp’s Vida brand as title sponsor of India’s 12-match tour, with Ai+ Smartphone also on board.
- DoorDash became official on-demand delivery partner of the Australian Open on a multi-year deal, ahead of the January 11-31, 2027 tournament.
- Champ Rugby signed a multi-year deal making TicketCo the official ticketing platform for the whole league.
