Welcome to Insider Sport’s latest edition of the Partnership Playbook, where we bring you details on the latest sports partnerships and sponsorships.
Did you know two billion Madden games are played every year? That’s the equivalent of 23,000 NFL seasons every single day. Well, now you do.
I think we should be concerned about how these figures translate into screen time, but NFL sponsors will be rubbing their hands. The league and EA are adding real-world stadium advertising into the virtual game, opening up another route to reach fans.
In our other top stories, MLB sponsorship revenue has surged 57% since 2022, outpacing deal growth as brands invest in bigger partnerships.
Elsewhere, the WTA has detailed how it plans to leverage a partnership with TikTok, the 76ers have made history with their “first-of-its-kind” prediction market deal, and DHL has teamed up with the NHL to reach hockey fans across Europe.
MLB sponsorship revenue grows 57% as brands invest in bigger deals
Major League Baseball (MLB) has seemingly knocked sponsorship out of the park, with revenue increasing by 57% over the past five seasons.
According to a new report from SponsorUnited, MLB sponsorship revenue over the past five seasons rose from $1.35bn in 2022 to $2.12bn in 2026. However, the number of sponsorship deals increased by only 17% over the same period, from 3,195 to 3,732.
The figures suggest that brands are placing greater value on the size of their partnerships, with the average number of assets included in each deal growing from 7.08 to 8.32.
One asset that has gained more attention during this period is sleeve sponsorship, which has also soared in the Premier League, partly due to bans on gambling front-of-shirt sponsors.
SponsorUnited found that all 30 MLB teams now have a sleeve partner, up from just 16 in 2023.
Franchises such as the Seattle Mariners have also shown creativity with the asset, sporting the Nintendo racetrack logo on their home jersey and the Nintendo Switch 2 logo on their away jersey last year.
Another standout finding from the report is that financial services brands have taken a liking to this sponsorship inventory, accounting for all three new or switched sleeve partnerships in 2026, involving the Chicago White Sox, Tampa Bay Rays and San Francisco Giants.
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NFL and EA take stadium sponsorship to Madden’s 2bn annual games
More than two billion Madden NFL games are played annually across console and mobile, an audience the NFL and Electronic Arts (EA) are trying to turn into a commercial opportunity for sponsors.
The organisations have launched the EA SPORTS Madden NFL Virtual Stadium Sponsorship Program, allowing existing NFL club and league partners to add real-world stadium signage into the game’s virtual venues.
The Philadelphia Eagles are the first to participate, with existing partner Pond Lehocky, a Philadelphia-based law firm, becoming the first brand to appear inside the virtual Lincoln Financial Field.
The signage will replicate the displays found at the real-world stadium, handing brands additional exposure without altering gameplay for players.
The programme is open to official sponsors of all 32 NFL clubs and league partners, which could stand to benefit from the two billion annual games played, which are equivalent to 23,000 NFL seasons every day.
WTA and TikTok expand partnership with live streaming and creator programme
The WTA has announced a new partnership with TikTok after passing one million followers on the platform, with its content generating more than 250 million views and engagements this year.
Under the agreement, the special media platform will launch tournament hubs through its GamePlan sports experience, covering selected WTA 1000 and WTA 500 events, as well as the WTA Finals.
The platform will also livestream the WTA Finals draw ceremony for the first time, ahead of the season-ending tournament in Indian Wells.
A key element, highlighted by the WTA, is the development of the WTA Creator Club, which will give digital creators access to tournaments and opportunities to produce behind-the-scenes content.
Tennis’ relationship with content creators hasn’t been all sunshine and rainbows, however. Wimbledon has resisted introducing dedicated creator accreditation following disruption at the US Open earlier this year.
76ers become first NBA team to name official prediction market partner
The Philadelphia 76ers have become the first NBA team to secure an official prediction market partner, signing a multi-year agreement with Kalshi.
The partnership will see Kalshi branding around the arena, social content and integrations across the 76ers’ app and digital platforms.
Kalshi will also play a prominent role in fan engagement, presenting Beat the Pro, a season-long activation where fans can compete against a 76ers legend or personality for $76,000. The prediction market will also sponsor Sixers Posters, a digital art series celebrating artists and creatives connected to Philadelphia, as well as support fan voting for the team’s Top Plays of the Month.
The 76ers were the first team to pounce following the NBA’s announcement last month that named Kalshi and Polymarket as its ‘Preferred Prediction Market Exchanges’. The deal made the basketball league the third to sign a memorandum of understanding with the Commodity Futures Trading Commission.
To celebrate the launch of the partnership, Kalshi is covering the cost of free rides on Philadelphia’s Broad Street Line after the team’s game against the New York Knicks, as part of SEPTA’s Free Ride Programme.
In other news:
- The NBA, WNBA and American Express have renewed a global partnership, announcing new fan experiences and benefits for card members.
- Borussia Dortmund has renewed its deal with Sportradar, which will continue conducting background checks on prospective sponsors to assess ownership, compliance and reputational risks.
- The NHL has named DHL its official shipping and logistics partner in a multi-year deal, securing European marketing rights across broadcasts.
- FIS has secured a deal with Mitsubishi Electric for the 2026/27 season, becoming title partner of the Nordic Combined World Cup.
- Aston Martin Aramco has extended its agreement with Pepperstone, with two-time F1 world champion Fernando Alonso also becoming a global ambassador for the trading brand from 2027.
- Betway SA20 has appointed Fever as its official ticketing partner, with the platform powering online and on-site ticket sales across the league’s six stadiums.
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.
