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©  RB
Formula 1: a Red Bull F1 car rides the rails of the Madrid metro ahead of the Spanish Grand Prix

Oracle Red Bull Racing drove the RB8, the car used during the 2012 Formula 1 World Championship, on the rails of the Madrid metro ahead of the 2026 Spanish Grand Prix (Friday 11 to Sunday 13 September 2026), on 8 September 2026. The activation was part of the "Red Bull On Rails" campaign. The…
Domain(s): Sponsors & Partners
• Category(ies): Sponsors - Partners, Activation, Marketing - Communication, …
• Article # 453113
• Published on 10/09/26 at 17:00
©  FC Bayern Munich
FC Bayern: partnership with Wonderful (AI) to enhance the fan experience on matchdays

FC Bayern Munich (Bundesliga) has entered into a partnership with Wonderful, a company specialising in artificial intelligence solutions for businesses, to implement AI "across its operations, beginning with selected fan services," the club announced on 9 September 2026. The Israeli company has…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 453102
• Published on 10/09/26 at 14:00
©  IOC
IOC: adidas becomes official kit supplier for the Refugee Olympic Team until the LA 2028 Olympic Games

adidas has become the official kit supplier of the Refugee Olympic Team until the Los Angeles 2028 Olympic Games, the IOC announced on 8 September 2026. The agreement with the Olympic Refuge Foundation (ORF, established in 2017 and acting in the role of a traditional National Olympic Committee…
Domain(s): Sponsors & Partners
• Category(ies): Sporting Goods & Brands, International authorities, Sponsors - Partners, …
• Article # 453024
• Published on 10/09/26 at 12:00
©  Puma
Puma: Steve Cecchini (ex-Nike) appointed senior vice president sports marketing

Steve Cecchini has been appointed senior vice president sports marketing at Puma with effect from 1 October 2026, the German sportswear manufacturer announced on 9 September 2026. "Steve brings years of experience building impactful partnerships and creating winning strategies across product…
Domain(s): Sponsors & Partners
• Category(ies): Sporting Goods & Brands, Sponsors - Partners, Marketing - Communication
• Article # 452958
• Published on 10/09/26 at 09:00
©  London City Lionesses
UK / Barclays WSL: Nike becomes both kit supplier and main shirt sponsor of London City Lionesses

London City Lionesses, the only Barclays Women’s Super League club independent from a men’s team, have extended their partnership with Nike, which becomes the club’s main shirt sponsor while retaining its status as kit supplier, the club, owned by Kynisca Sports International Ltd, a multi-team…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Clubs, Sporting Goods & Brands, …
• Article # 452938
• Published on 09/09/26 at 16:00
©  Crystal Palace FC
Crystal Palace: launch of individual sponsorship offer for women’s players (£1,000 per season)

Crystal Palace FC is offering companies the opportunity to sponsor individual players from its women’s team (Barclays Women's Super League) for £1,000 (€1,163) for the 2026-27 season, the club announced on 8 September 2026. The sponsorship package notably includes the display of the partner…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 452921
• Published on 09/09/26 at 15:30
©  Manchester United FC
Premier League: SumUp (payment solutions) sleeve sponsor of Manchester United FC from the 2026-27 season

SumUp, a British fintech specialising in payment solutions, has become the sleeve sponsor of Manchester United FC (Premier League) under a multi-year agreement starting from the 2026-27 season, the club announced on 8 September 2026. The partnership also covers the women’s team (Barclays Women's…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Clubs, Sponsors - Partners, …
• Article # 452790
• Published on 08/09/26 at 18:00
©  D.R.
Liverpool FC: Turkish Airlines to become main shirt sponsor from the 2027-28 season (£60m per year)

Turkish Airlines is to become the main shirt sponsor of Liverpool FC (Premier League) from the 2027-28 season, the club announced on 8 September 2026. The agreement also covers the women’s team (Barclays Women's Super League) and youth teams. The partnership runs for an initial five seasons…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, Clubs, Sponsors - Partners, …
• Article # 452741
• Published on 08/09/26 at 13:00
©  Villarreal CF
LALIGA EA Sports: GAC (car manufacturer) sleeve sponsor of Villarreal CF for two seasons (2026-2028)

GAC (Guangzhou Automobile Cie), a Chinese car manufacturer, has become the sleeve sponsor of Villarreal CF (LALIGA EA Sports) for two seasons, covering the 2026-2028 cycle, the club announced on 7 September 2026. The brand has the status of "official automobile sponsor" and ranks second in the…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sponsors - Partners, Marketing - Communication, …
• Article # 452632
• Published on 07/09/26 at 17:00
©  Hyundai
UEFA: Hyundai (car manufacturer) global partner of the Champions League for the 2026-2031 cycle

Hyundai, a South Korean car manufacturer, has become an official partner of the Champions League for the 2026-2031 cycle (five seasons), UC3, the joint venture between UEFA and European Football Clubs (EFC), announced on 7 September 2026. The brand has the status of "official automotive…
Domain(s): Sponsors & Partners
• Category(ies): Essentials Sponsors & Partners, International authorities, Sponsors - Partners, …
• Article # 452610
• Published on 07/09/26 at 16:00