Renewals and long-term sponsorship deals for clubs, federations, and leagues

Team and League Sponsorship Extensions

The Evolving Landscape of Long-Term, Purpose-Driven Sponsorships in Sports and Entertainment

The world of sports and entertainment sponsorships is experiencing unprecedented transformation. Moving beyond fleeting branding deals, the industry is increasingly embracing long-term, purpose-driven partnerships that embed brands into societal narratives, technological ecosystems, and community initiatives. This shift is fueled by a desire for authenticity, sustainability, and digital innovation—elements essential for sustained engagement, meaningful societal impact, and long-term value creation.

Recent developments across various sectors—including elite clubs, federations, grassroots clubs, collegiate sports, and emerging markets—highlight a strategic industry realignment focused on ecosystem building, community influence, and technological integration.

Continued Shift Toward Long-Term, Purpose-Oriented Partnerships

Over the past few years, sponsorship strategies have evolved from transactional, short-term deals to multi-year alliances rooted in shared societal values such as sustainability, diversity, gender equality, and social inclusion. These partnerships aim to forge emotional bonds, enhance community engagement, and position brands as authentic agents of societal progress.

Exemplary Long-Term Sponsorships

Rolex and the DP World Tour: Celebrating over 20 years, Rolex reinforces its image as a symbol of trust and excellence, leveraging its longstanding association with heritage and cultural influence on a global platform.
Guinness and Bristol City Women: Guinness champions gender equality and social inclusion through its sponsorship of women’s football, aligning with progressive societal values.
Federation and Innovation Initiatives:
- World Rugby extended its partnership with Macron through 2029, emphasizing sustainability and advancements in apparel technology that promote resilience and social cohesion.
Clubs and Community Ecosystems:
- Real Madrid renewed its collaboration with Roborock until 2028, integrating digital ecosystems and smart home technology to enhance fan engagement beyond the stadium.
- Bohs Women in Ireland, supported by Virgin Media, exemplifies grassroots efforts, utilizing digital platforms like the iHeart Rev Tour to nurture local talent and foster loyalty.
Cultural and Prestige Alliances:
- Rolex’s longstanding sponsorship of the DP World Tour continues to deepen its cultural and heritage association, while Guinness’ social initiatives reinforce its commitment to progressive societal values.

Recent and Notable Developments Expanding Sponsorship Horizons

Embedding Fintech, Tech, and Sustainability in Sports Sponsorships

A prominent recent trend involves fintech and digital ecosystem integration, creating innovative activation models that go beyond traditional branding:

Revolut and Manchester City:
- The back-of-shirt sponsorship by Revolut is a pioneering move for a fintech company at the highest level of football.
- This partnership transcends mere branding, embedding fintech tools directly into the club’s digital platforms, allowing fans to access banking features while engaging with Manchester City.
- Revolut CEO highlighted: “Our partnership with Manchester City is about more than branding; it’s about transforming how fans interact with financial technology, bringing banking into the heart of their sports experience.”
Other Sector Expansions:
- Breitling has partnered with Aston Martin in Formula 1, emphasizing luxury and performance.
- BYD’s collaboration with Manchester City underscores sustainability and mobility, aligning with environmental themes.
- Media collaborations such as the NBA’s partnership with Disney and AT&T’s support for NBA All-Star 2026 highlight storytelling, digital content, and long-term engagement.

Venue and Infrastructure Investments

Investments in venue infrastructure remain a strategic focus for fan experience enhancement and long-term brand ecosystem development:

Dell Technologies invested $338 million in the Moody Center in Austin, Texas, developing tech-enabled stadiums that deliver immersive experiences.
River Plate’s recent $110 million sale of stadium naming rights underscores how venue branding continues to be a core component of long-term ecosystem building.
Jones Stadium at Texas Tech is actively seeking new sponsors after AT&T withdrew its naming rights, illustrating the ongoing importance of venue branding deals.

Emphasizing Sustainability and Digital Innovation

Partnerships emphasizing sustainability and digital transformation are now industry staples:

Mercedes’ alliance with Microsoft and Nu focuses on energy efficiency and digitalization.
McLaren teamed with Schneider Electric to reinforce energy management and sustainable operations.
Venues are increasingly integrating digital and physical experiences, creating immersive fan journeys that combine digital content with physical presence.

Sector Trends: Revenue Growth, Deal Valuations, and Risks

A key insight is that sponsorship revenue is outpacing deal volume growth:

The NFL’s sponsorship revenues have grown nearly three times faster than the number of deals, indicating a strategic focus on high-value, long-term activation partnerships that maximize ROI.
This pattern reflects an industry maturation, favoring depth over breadth—favoring long-term value creation rather than numerous short-term contracts.

Regional and sector-specific partnerships continue to reflect this focus:

The Pro Padel League has attracted luxury brands like Frédérique Constant, connecting with affluent, younger audiences.
Community-focused deals, such as Hyundai’s sleeve sponsorship with Boston Legacy FC, demonstrate ongoing importance of regional loyalty and community engagement.

However, challenges remain:

Manchester United has faced renewal difficulties with key sponsors, illustrating the importance of relationship management.
Contract clauses, such as restrictions on naming rights durations (e.g., at Memorial Stadium), highlight the need for flexible, stakeholder-sensitive agreements.
Reputational and regulatory scrutiny pose risks:
- The Spurs’ deal with INFINOX, an online trading platform, has faced regulatory and ethical questions, emphasizing the importance of due diligence when partnering with purpose-aligned or emerging brands.

High-Profile Agreements and Creative Activations

Beyond traditional sponsorships, the industry continues to showcase notable long-term deals and creative activations:

Carvana renewed its partnership with Chicago Fire, marking its first stadium sponsorship and emphasizing ecosystem building.
Luxury brands like Breitling with Aston Martin and BYD with Manchester City underscore ongoing luxury and sustainability commitments.
Media collaborations such as the NBA’s partnership with Disney highlight storytelling and digital engagement.
Regional and emerging sponsors include:
- Coca-Cola’s recent multi-year sponsorship with the Croatian Football Federation (HNS), aligning with national pride and football culture.
- The decade-long renewal between Inter Miami and Baptist Health, emphasizing long-term community investment.
- The ongoing search for new venue naming rights (e.g., Jones Stadium) underscores the strategic importance of venue branding.
- The New York Cosmos’ partnership with Ion Bank exemplifies how financial institutions seek integrated club branding.

Latest Highlights

Coca-Cola and Croatian Football Federation:

Coca-Cola Croatia signed a multi-year partnership with the Hrvatski nogometni savez, becoming an official partner of the Vatreni.
Activation efforts include stadium experiences, digital content, and fan loyalty programs, fostering long-term engagement with the national team and community.
Renewals and Expansions:
- Inter Miami and Baptist Health renewed their 10-year partnership, supporting community health initiatives.
- Real Madrid continues its collaboration with Roborock through 2028, emphasizing digital innovation.
- The New York Cosmos’ partnership with Ion Bank highlights the growing role of regional financial institutions in integrated club branding.
Venue and Infrastructure:

Jones Stadium actively seeks new sponsors after AT&T’s withdrawal, underscoring the importance of long-term venue branding deals.
River Plate’s recent $110 million stadium naming rights sale demonstrates how venue deals can serve as cornerstones in ecosystem development.

New Frontiers: Recent Strategic Moves and Sector Highlights

The NCAA’s New Official Sports Drink: BodyArmor

Starting with March Madness 2026, BodyArmor will replace Powerade as the NCAA’s official sports drink. This move signals a shift toward health-conscious, premium beverage brands committing to long-term visibility at one of the most watched sporting events. Coca-Cola, which owns BodyArmor, is pivoting its sponsorship portfolio to favor more purpose-driven and youth-oriented brands.

Atlanta NWSL’s Record Jersey Deal with Aflac

Although the Atlanta NWSL team is set to begin play in 2028, it has already secured a record $28 million, seven-year jersey sponsorship with Aflac—a landmark deal in women’s professional sports. This front-of-kit partnership underscores the growing importance of long-term investments in women’s leagues, especially with brands eager to align with diversity and gender equality initiatives. The deal reflects confidence in the league’s growth trajectory and brand loyalty.

Procter & Gamble Re-engages with USA Gymnastics

Procter & Gamble (P&G), after a period of withdrawal, has re-entered sponsorship of USA Gymnastics, signaling a renewed focus on national sports federations and women’s sports. This move underscores a trend where large consumer brands recognize the value of long-term association with elite athletes and grassroots initiatives, fostering brand loyalty and social impact.

Industry Implications and Strategic Directions

The overarching trend is clear: long-term, purpose-driven sponsorships are now central to the industry’s growth strategy. These partnerships are increasingly integrated with digital ecosystems, sustainability credentials, and community engagement.

Key strategic implications include:

Enhanced digital activations: Sponsorships are evolving into platforms for storytelling and fan engagement, as seen with collaborations like Revolut/Manchester City and media partnerships like NBA/Disney.
Prioritization of sustainability: Partnerships such as McLaren with Schneider Electric and BYD with Manchester City reinforce green initiatives—a key expectation from modern consumers and regulators.
Stakeholder-sensitive contracts: Flexibility and stakeholder consideration are becoming standard, accommodating societal shifts and regulatory environments.
Due diligence and reputation management: As partnerships with emerging brands (e.g., INFINOX) can pose regulatory and ethical risks, thorough vetting is paramount.

The Future Outlook

The industry continues to embrace long-term, purpose-oriented sponsorships as the norm rather than exception. Landmark deals like Rolex with the DP World Tour, FxPro with McLaren, BodyArmor with NCAA, and Aflac with Atlanta NWSL exemplify this trajectory.

As technological innovation, social responsibility, and community engagement become intertwined with sponsorship strategies, sports and entertainment entities are transforming into platforms for societal progress. This evolution promises a future where brands are not just sponsors, but integral partners in building ecosystems that support sustainability, diversity, and digital excellence for years to come.