I question when adults get players’ names on the back of football shirts, so I’m not sure that Fanatics’ latest partnership with American Express and Imprint is for me. However, with the boom of collectables, I have no doubt it will be a hit.
The new credit card features more than 500 athlete designs across the NBA, NFL, UFC and WWE, turning a financial product into another piece of sports merchandise.
In our other top stories, AC Milan could be set for a €500m kit deal with Adidas as the club prepares for a commercial makeover, including, of course, a new stadium for future AC Milan games.
Elsewhere, The Big Leagues has partnered with Yaspa to streamline payments and player verification for its sports prize draws, while the NHL has teamed up with Kaufland to grow its presence across Germany, the Czech Republic and Slovakia.
AC Milan set for commercial makeover
AC Milan could be in line for a commercial boost, with Adidas reportedly preparing to return as the club’s kit supplier.
According to reports, Adidas has reached an agreement worth an estimated €500m to supply AC Milan’s playing and training kit from the 2028/29 season.
The reported ten-year deal would generate around €50m annually, double the approximately €25m AC Milan currently receives from Puma, its supplier since 2018.
Adidas outfitted AC Milan from 1998 to 2018, a period that saw the team lift two Champions League trophies.
The kit deal is just one part of a potential commercial transformation for the Italian giants, with AC Milan and Inter also preparing to move into a new 71,500-seat stadium, named Generali Stadium.
Construction is expected to start in 2028, with an opening targeted for 2031/32. The venue and its surrounding redevelopment could provide further opportunities to grow matchday and commercial revenue.
Neither AC Milan nor Inter commented on the value of what they called “one of the largest stadium naming rights agreements in global sport”, though ESPN’s sources put it at €650m over 20 years.
Fanatics turns credit cards into sports merchandise using athlete IP
Fanatics has launched a new American Express credit card featuring more than 500 athlete designs across the NBA, NFL, UFC and WWE.
Inspired by Topps trading cards, the Fanatics American Express Card allows customers to personalise their credit card with their favourite athletes, aiming to make an everyday financial product another piece of sports merchandise for US consumers.
In addition to the designs, the card offers a range of rewards tied to the wider Fanatics business. Customers can earn FanCash on purchases across its platforms, including Topps, Mitchell & Ness, Lids and Fanatics Collect, as well as on everyday spending.
Additional benefits include early access to selected Topps releases and exclusive perks at Fanatics Fest.
“Sports fans are not ordinary consumers, and this is not just another credit card. We built this credit card alongside American Express and Imprint to be the true badge of fandom and to reward fans in more ways than ever before,” said Greg Lisiewski, President, Fanatics Financial Services.
The Big Leagues to streamline sports prize draw payments with Yaspa
The Big Leagues has partnered with fintech Yaspa to simplify payments and player onboarding.
The integration adds Yaspa’s Intelligent Payments solution to The Big Leagues’ platform, allowing fans to make deposits and withdrawals through instant Pay-by-Bank transactions.
The deal aims to reduce friction in the customer journey while ensuring safeguards around player identity and security are met. It also hands The Big Leagues an alternative to traditional card payments, which can carry higher fees.
Launched earlier this year, The Big Leagues combines free-to-play sports prediction games with prize draws offering experiences such as VIP hospitality at the UEFA Champions League, Cheltenham Festival and the Masters.
Adam Shaw, Founder of The Big Leagues, said: “Partnering with Yaspa allows us to remove the usual friction from the payments journey, and give our players complete confidence with instant, secure open banking transactions.”
NHL partners with Kaufland to grow European presence
The NHL has signed a multi-year partnership with Kaufland, using the grocery retailer’s regional reach to strengthen its presence in Germany, the Czech Republic and Slovakia.
Under the agreement, Kaufland becomes presenting sponsor of the 2026 NHL Global Series Germany and the league’s official grocery retail partner across all three countries.
Kaufland branding will feature at the Global Series in Düsseldorf, where the Ottawa Senators and Chicago Blackhawks will play regular-season games on 18 and 20 December.
The deal also includes digitally enhanced dasherboards and virtual in-ice advertising during European broadcasts, including the NHL’s new Monday night schedule.
Away from the games, the partners will run promotions across Kaufland stores and digital channels, offer NHL prizes and bring the Stanley Cup to fan events. They will also support grassroots hockey initiatives and youth participation.
“Kaufland’s extensive reach and deep connection to consumers make them an ideal partner as we continue to grow the NHL’s presence across Europe,” said Jason Jazayeri, the NHL’s group vice-president of business development.
In other news:
- Real Madrid has partnered with Hotels.com to deliver exclusive fan experiences at the Santiago Bernabéu, travel-related campaigns and hotel booking rewards for supporters.
- The ATP has named Julius Baer its first official wealth management partner and the inaugural partner of its Coaches Programme.
- YoPRO has renewed its Australian Open partnership in a multi-year deal, expanding its fan activations at Melbourne Park.
- Everton Women has agreed a multi-year partnership with Nestlé Confectionery, which becomes an official supplier at Hill Dickinson Stadium.
- Saxo Bank has become an official partner of the Dubai T100 Triathlon, securing event and digital branding rights.
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.
