Brands
Brand partnerships
Strategic partnerships driving sporting goods brand relevance—from athlete and team sponsorships to licensing deals, event activations, and venue naming rights that define brand positioning.
Latest
Nox, Playtomic sponsor an MLP (guest) team
Spanish brands Nox and Playtomic have attached their names to Europe’s maiden Major League Pickleball guest team.
arena renews USA Swimming deal through 2028
arena and USA Swimming have extended their Official Partner agreement through the 2028 Los Angeles Olympics.
Same name, no relation: two Fischers team up in ski jumping
Austrian ski maker Fischer Sports and German fastening group fischer share a surname but not ownership: now they share a ski jumping deal through 2030.
Erreà’s UAE deal jumps from clubs to a whole league
Italian teamwear brand already worked with individual Emirati clubs; now it outfits the entire UAE Pro League through 2028/29.
Under Armour names Feng Chen Wang as creative partner
Could Feng Chen Wang partnership bring cultural credibility and Chinese heritage to Under Armour’s Rebel Daughter initiative?
She’s a brand…and she´s back at 44
Serena Williams’ return to Wimbledon at 44 as a wildcard has left has left two of key sponsors exposed.
New Balance and Miu Miu launch Wimbledon collection
Tennis has always been fashion. The sport’s most watched tournament now has its most pointed collab yet.
Nike to enter padel?
Nike contacted Spanish padel brand Nox seeking world No. 1 Tapia, whose contract runs to 2028, per Nox founder Ballvé.
Real Madrid renews adidas and Emirates deals
The adidas kit deal runs to 2034 and the Emirates shirt sponsorship to 2031, with both covering women’s and basketball teams.
Skechers signs Radamel Falcao and family
Falcao family deal spans boots, lifestyle, as Latin America ambassadors
Lidl’s Crivit adds a second elite ambassador
Following Steffi Graf, Lidl adds Giroud to Crivit’s ambassador roster — a second high-profile signing for its house sportswear label in 2026.
Joma renews Spain rugby kit deal for third time
Spanish sportswear brand Joma extends its technical kit supply agreement with the Federación Española de Rugby, first signed in 2016
Zalando signs five-year deal with Belgian football
The Berlin-based e-commerce platform becomes a top premium partner for Belgium’s men’s, women’s and youth national teams through end of 2030.
Montirex takes on Europe via JD Sports
The Liverpool-born challenger brand pairs a 24-location Spanish rollout with a culturally targeted athlete deal — built without a single outside investor.
Vuori expands its golf range with Tom Holland
A second, more sport-specific golf range shows how the California challenger is building technical credibility beyond lifestyle wear.
Derbystar named official ball of Futsal-Bundesliga
The DFB and Derbystar have unveiled Germany’s first standardized Futsal-Bundesliga match ball, mandatory from the 2026-27 season.
How K-pop is selling F1 merch, and why it matters
K-pop fandoms and Gen Z identity are turning F1 team merchandise into a premium category. The sporting goods industry is taking notes.
Oura Ring becomes official wearable of US Soccer
Oura Ring extends to all 27 US national teams, embedding biometric recovery tracking ahead of the 2026 FIFA Men’s World Cup.
Como 1907 launches luxury fan apparel model
Seven clubs join Como 1907’s RHUDE-backed push to reposition fan merchandise as a scalable premium lifestyle category.
Amazfit locks in exclusive Hyrox wearables role
Zepp Health’s Amazfit secures a three-year global deal with Hyrox, locking out wearable rivals from the fast-growing fitness racing series.
On doubles down on next-gen NIL
The Swiss brand adds an Australian middle-distance prodigy and a US collegiate hurdles star to a growing pre-professional talent pipeline.
Vuori makes Tom Holland a financial partner
The British actor takes a creative, strategic and financial stake in the California activewear brand’s international expansion push.
Under Armour and DICK’S back youth sports
Two of sport’s biggest brands are putting their weight behind a youth tournament platform with national reach.
Designer Thom Browne and ASICS turn a run into art
A limited-edition print magazine from Thom Browne and ASICS captures their Tokyo-set creative project.
PUMA and Pokémon launch 30th anniversary collection
PUMA celebrates Pokémon’s 30th anniversary with apparel, footwear and a basketball shoe — all built around the fan-favorite characters.
Versace and Onitsuka Tiger debut footwear collab
The TAI-CHI Sakura drops this Thursday – and shows how far Japan’s heritage sneaker brand has traveled from the track.
Adidas brings Trefoil back to World Cup
The Originals logo returns to World Cup federation kits for the first time since 1990, covering 25 partner nations including 13 qualified sides.
Nike signs Olympic figure skater Alysa Liu
20-year-old US gold medalist Alysa Liu joins Nike, anchoring a campaign and capsule collection targeting Gen-Z at the intersection of sport and streetwear.
Lidl, PreZero are UEFA’s first strategic partners
Schwarz Group extends UEFA deal through 2030 while adding grassroots nutrition and circular economy mandates to its sponsorship portfolio.
Adidas UEFA Champions League deal under threat
UEFA’s commercial arm has launched a formal tender for the Champions League match ball from 2027–28, with Puma and Nike among the potential challengers to Adidas.
New Balance locks in long-term Patriots deal
The Boston brand secures exclusive footwear and apparel rights, plus naming rights on a new 160,000 square foot training center in Foxborough.
On’s new head to toe collab
The Swiss performance brand and New York retailer combine Cloudtec cushioning with Kith’s aesthetic in two new silhouettes launching March 6.
Adidas extends Kings League deal to 2028
The three-year extension covers seven regional leagues, two world tournaments, and both men’s and women’s competitions as Kings scales globally.
Lidl’s Crivit sportswear signs Steffi Graf as ambassador
The tennis legend will front an international campaign for the discount retailer’s activewear line across 30+ countries.
UK tennis No. 1 Emma Raducanu reportedly joins Uniqlo
Raducanu reportedly set for a $3.5M annual deal with the Japanese brand, confirmation expected at Indian Wells next week.
Tennis star Barbora Krejčíková confirms Vuori deal
The 2024 Wimbledon champion’s move to the California athleisure brand marks Vuori’s highest-profile WTA signing to date.
British heritage brand Crew Clothing backs UK padel growth
The brand enters the UK’s fastest-growing racquet sport with an exclusive kit deal for league operator iPadel.
NBA star Klay Thompson signs lifetime ANTA deal
Mavericks guard becomes seventh NBA player with lifetime deal as Chinese brand opens Beverly Hills flagship, leveraging 12,000 Asia stores network.
Chinese brands claim visibility podium at Milano Cortina
Li-Ning, Anta, Peak, and Toread collectively supplied apparel for delegations from China to Ecuador, marking their most prominent global showcase to date.
Alibaba unveils AI showcase at Milano Cortina 2026
The Olympic partner’s Milan installation demonstrates how AI could reshape virtual retail. First AI-generated Olympic art also unveiled.
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