Capital One Seals 20-Year Naming Rights Extension With Monumental Sports & Entertainment

Monumental Sports & Entertainment (MSE) and Capital One have unveiled the next chapter of Capital One Arena: built to bring fans, athletes, businesses, and the broader Washington community together in the nation’s capital. The transformation represents a significant investment in the District, and a shared commitment by two organizations deeply rooted in the national capital region to create a lasting community asset that will serve residents and visitors for generations to come.

As part of the arena’s next chapter, MSE and Capital One have entered into a 20-year naming rights extension for the reimagined Capital One Arena, reinforcing Capital One’s long-term commitment to Washington, D.C. and the greater Washington area. With the completion of the arena transformation just over a year away, MSE has released new renderings showcasing the building’s iconic new exterior and a first look at the upgraded experiences on the District Level (previous 100 Level) and Terrace Level (previous 400 Level) slated to debut ahead of the 2027 season.

“Washington is entering an extraordinary new era, and the completely reimagined Capital One Arena will reflect the ambition, energy, and global stature of the city it represents,” said Jim Van Stone, President of Business Operations and Chief Commercial Officer at MSE. “From our unmatched collection of iconic teams to the storytelling power of Monumental Sports Network, we’re creating an experience in the heart of the nation’s capital that connects fans everywhere—whether they’re visiting from around the world or just a Metro stop away. We’re excited to partner with Capital One, a leading financial institution founded and headquartered right in our backyard, to bring this vision to life in the decades to come.”

“Capital One has called the Washington region home for more than three decades, and we’re proud to continue investing in its future,” said Byron Daub, Vice President, Sponsorships and Experiential Marketing at Capital One. “Strong communities create economic opportunities for the people who live and work in them. This revitalization can help strengthen the surrounding neighborhood, support local businesses and create new opportunities across this important region.

Capital One Arena is more than a sports and entertainment venue — it’s a place where people come together to create long-lasting memories and an anchor of Washington, D.C.’s economic and cultural vibrancy. We’re excited to continue our partnership with Monumental and look forward to creating even more opportunities to deliver meaningful experiences for our customers and support the continued vitality of downtown Washington.”

Olympique Lyonnais Signs XTB As Major Partner

Olympique Lyonnais has signed a major partnership with XTB, one of the most recognized investment apps in Europe and internationally. This agreement illustrates OL’s growing attractiveness to innovative brands and confirms the club’s ability to build strategic partnerships with leaders in their respective sectors

By partnering with Olympique Lyonnais, an iconic French football club with national and international reach, XTB aims to make investing more accessible to a wider audience.

Through this new collaboration, the XTB brand will be displayed from the start of the 2026/ 2027 season on the lower back of the players’ shirts, benefiting from the exposure offered by one of French football’s most prominent clubs to millions of TV viewers and Olympique Lyonnais fans worldwide.

Already established in numerous countries for over twenty years, XTB will boost its visibility through a wide range of promotional assets across all the club’s digital channels, as well as on the dynamic LED display at Groupama Stadium.

Driven by a desire for openness and a commitment to making investing accessible to everyone, XTB will leverage a broad array of activations to promote its investment app and technological solutions to the club’s vast community of supporters and football fans alike.

“We are delighted to welcome XTB as a Major Partner of Olympique Lyonnais. This collaboration brings together two brands recognized for their ambition, their capacity for innovation, and their desire to expand internationally. XTB’s decision to commit to us for the next three seasons illustrates the strength of OL’s brand platform and the power of our fan community. We look forward to building value-creating activations together for both XTB and our fans,” said Thibaut Chatelard, Senior Vice President of Revenue and Marketing at Olympique Lyonnais.

“Our partnership with Olympique Lyonnais goes far beyond a logo on the jersey. Together we are championing financial education for a truly global fanbase to inspire a meaningful shift in how supporters engage with personal finance. We aim to equip them with knowledge, trust, and confidence to make their money work”, said Szymon Szymański, Chief Growth Officer at XTB.

Croatian Football Federation Nets Adidas As Kit Supplier

Adidas and the Croatian Football Federation (HNS) have announced a long-term partnership, with Adidas becoming the official kit supplier and strategic partner of all Croatian national football teams. The agreement covers the Croatian men’s, women’s and youth national teams and comes into effect immediately, bringing together adidas with one of international football’s most recognisable national teams.

Croatian football has established itself as a consistent force on the international stage, earning admiration worldwide through a combination of technical quality, competitive spirit and a strong footballing identity. Through this partnership, adidas and the HNS will work together to support the continued development of the national teams while inspiring the next generation of players and fans across the country.

The men’s team will make its debut in the new jerseys in September during the UEFA Nations League.

The launch of the new Croatia range, spanning match kits, training wear and culturewear, will be supported by a dedicated campaign celebrating the partnership and Croatian football culture. The range combines on-pitch performance products with lifestyle-focused pieces, offering players and supporters a collection that extends beyond the game.

Marijan Kustić, President of Croatian Football Federation, said: “This is an important moment for Croatian football and for the Croatian Football Federation. We are proud of everything our national teams have achieved, but we are equally focused on what lies ahead. adidas is one of the world’s leading sports brands, with a rich football heritage and a proven commitment to excellence. We are delighted to begin this new partnership and look forward to working together as we continue to develop Croatian football at every level.”

Sam Handy, GM adidas Football, said: “Croatia has created a remarkable football story and established itself as one of the most respected national teams in world football. We have immense respect for the passion, talent and ambition that define Croatian football, and we are proud to begin this new partnership with the Croatian Football Federation. We look forward to supporting all Croatian national teams in the years ahead and helping write the next chapter of their journey.”

The partnership reflects a shared commitment to performance, innovation and the future development of football in Croatia. Together, adidas and the Croatian Football Federation will work to support athletes at every level of the game while strengthening the connection between the national teams and football fans across the country.

Manchester United Signs Betway As Global Betting Partner

Manchester United and Super Group have announced a multi-year partnership that sees Betway, the leading online sports betting and gaming brand, become the club’s Official Principal Partner and Exclusive Global Betting Partner.

The agreement, which begins with the 2026/27 season, sees the partnership with Manchester United become Betway’s biggest sponsorship investment to date across a market-leading portfolio which includes top-flight football, F1, international rugby union, cricket, basketball and tennis.

Through the new agreement, the Betway logo will feature on the training kits of Manchester United’s men’s and women’s teams. The brand will also feature prominently on matchdays at Old Trafford and the Progress with Unity Stadium.

Additionally, supporters will have more opportunities to connect with the club through exclusive competitions and once-in-a-lifetime experiences.

Marc Armstrong, chief business officer at Manchester United, said: “We are delighted to welcome Betway as Official Principal Partner. The scale of our exciting new partnership reflects our growth strategy, the enduring global strength and appeal of Manchester United, and our ability to attract leading brands that want to engage with our vast worldwide fanbase.

“Betway are a world-renowned brand with significant presence across world sport. We look forward to working together to help accelerate their global ambitions and create new opportunities to bring supporters closer to Manchester United.”

Neal Menashe, chief executive officer of Super Group, commented: “We are thrilled that our Betway brand will be the Official Principal Partner and Exclusive Global Betting Partner of one of the world’s biggest football clubs. Manchester United’s global reach, particularly with their massive fanbase across Africa, aligns perfectly with our key markets.

“The Premier League is the world’s most-watched domestic football competition and provides a powerful platform to connect with fans globally. We’re excited to see the Betway brand showcased at Old Trafford, and beyond, as part of our ongoing presence in English football’s top-flight.”

Allstate Names As Founding Partner of the LA28 Olympic and Paralympic Games

Allstate has announced that it is a Founding Partner of the LA28 Olympic and Paralympic Games and the official home and auto insurance partner of Team USA. The partnership extends Allstate’s longstanding support of student-athletes to the biggest stage in sports.

“For more than 20 years, Allstate has supported student-athletes because we believe in the power of sport to build leaders, strengthen communities and help people reach their potential,” said Elizabeth Brady, Allstate EVP and Chief Marketing, Customer and Communications Officer. “Many Olympians and Paralympians develop that character on college campuses long before representing their country. Supporting Team USA and LA28 is a natural extension of that commitment and of Allstate’s purpose: protecting people, strengthening communities and helping them achieve their hopes and dreams.”


For more than 20 years, Allstate has supported college athletics through university and conference partnerships, scholarships and programs that recognize student-athletes’ leadership and community impact.

Since 2005, the Allstate Good Hands® Field Goal Nets program has generated millions of dollars for scholarships with every field goal and extra point scored. The Allstate Good Works Team® has also grown beyond football to recognize student-athletes in fall, winter and spring sports who use their leadership to strengthen communities.

The partnership with Team USA and LA28 extends this commitment to the Olympic and Paralympic stage, supporting athletes as they represent their country at the highest level of competition.

“Team USA athletes dedicate years of effort in pursuit of excellence on and off the field of play, chasing their dreams of representing the United States on the biggest stage in sports,” said Sarah Hirshland, CEO of the U.S. Olympic & Paralympic Committee. “Allstate’s support will help Team USA athletes access the resources they need to train and compete at the highest level, while also helping to inspire the next generation of Olympians and Paralympians.”

“Allstate’s commitment to LA28 reflects the momentum we’re building toward the Games,” said Reynold Hoover, CEO of LA28. “As we welcome new partners who believe in what these Games can do for Los Angeles and the country, we’re that much closer to delivering a Games this city and this country can be proud of.”

Allstate will also support NBCUniversal’s multiplatform coverage of the Olympic and Paralympic Games, bringing fans closer to Team USA and the stories behind the athletes’ achievements.

“Allstate’s support of athletes extends far beyond competition, reflecting a longstanding dedication to helping them reach their full potential,” said Mark Marshall, Chairman, Global Advertising and Partnerships, NBCUniversal. “That shared belief in the power of sport and opportunity makes them a natural partner for Team USA and LA28, and we’re proud to celebrate the stories, achievements and lasting impact of the Olympic and Paralympic movement together.”

Is Football Really A Team Sport: What Happens When Leaders Stop Believing They’re Part Of The Team?

The past week has been one of the most tumultuous in football’s history with FIFA President Gianni Infantino proposing an investment vehicle to sell of shares in the World Cup.

The outrage from fans, federations and confederations saw the idea scrapped within a week, with Infantino trying to reset his Presidency as one ‘to unite and to improve’ the football family and its income.

My son plays football for a professional team’s junior development squad. He dreams of being signed and getting to make his hobby his career.

Watching him train and play, five to six times a week during the season, there’s such a balance between focusing on his actions and impact and the greater good of the team.

I want him to do well, to stand out, to get spotted by scouts, but I know that having good players around him makes that a lot easier and raises the level for him and his team-mates.

It’s the same in any organisation. Everyone has their role, everyone has their strengths and weaknesses, and the better the staff do individually and as a team, the more likely the chances are of success.

Gianni Infantino seems to have forgotten that – and it could well cost him the leadership of football.

While the football at the FIFA World Cup this summer was enjoyable, there were elements of the tournament that go against the traditions of the sport. 

The cost of tickets and city travel, hydration breaks and the final’s half-time show all fuelled concerns that commercial interests were taking precedence over the fan experience. Controversial officiating, including a red card seemingly rescinded at the request of the US President, further undermined trust in FIFA’s ability to govern for the good of the game.

Infantino was at the heart of the decision-making process for these changes, and has proceeded to plan to extend the World Cup further to a 64-team tournament.

That may benefit smaller countries who earn transformative sums to fund their grassroots and professional league investment, but at what cost?

After already extending the Club World Cup, he has forgotten the golden rule of leadership.

We are accelerating to a point where footballers will strike, such are the demands placed on the top performers to play 11 months or so of the year.

Meanwhile fans are expected to find more money to fund supporting their teams, with the assumption that they will simply always find a way.

Great leaders understand that they are custodians of an organisation, not its owners. The moment they begin to believe the organisation exists to serve them, trust starts to erode.

The doomed Fifa Forward Enterprise (FFE) scheme saw Infantino make significant mistakes, drunk, perhaps, on the increase in his own power and profile, safe in the knowledge that his re-election next year was almost certain.

It became clear through statements from FIFA executives that Infantino had forgotten the rules of teamwork, which apply as much in the boardroom and in governance as they do on the field.

He had undertaken little to no consultation with his colleagues and other stakeholders, and then proceeded to warn anyone rejecting the plans that they would lose out financially as a consequence.

Spare a thought, also, for the FIFA communications team, who bear the brunt of much criticism at times like these when they are demoted to messengers rather than the management function that could have mitigated for this reputational disaster.

While football could of course have done without the drama, Infantino has done the sport a huge favour.

By showing that he believes he is more important than the beautiful game, its traditions and structures, and that wealth creation should come before anything that has made football the most popular sport in the world, he has made his position untenable.

Whether he accepts it’s time to hang up his governance boots or is forced to the sidelines by those who understand the importance of retaining football’s traditions remains to be seen.

As I tell my son, football rewards those who put the team first. The same is true of leadership. Communication, collaboration and humility matter just as much in the boardroom as they do on the pitch.

The author David Alexander is the founder of Calacus PR.

OMODA Becomes Official Automative Partner of the Lloyds Tour of Britain

The Lloyds Tour of Britain has signed OMODA, the UK’s fastest-growing automotive brand, as an Official Automotive Partner of the Lloyds Tour of Britain Women and Men.

Through the partnership, OMODA will support the Lloyds Tour of Britain Women and Men, joining a growing portfolio of partners helping to deliver one of the UK’s largest and most accessible sporting events. The collaboration will see OMODA integrated into activity surrounding this year’s races, including the Omoda VIP in Race Car Experience with further opportunities to engage fans and communities planned throughout the Tour.


Further to being an official partner to the Lloyds Tour of Britain, OMODA ‘s involvement with the Tour will include the prestigious King of the Mountain and Queen of the Mountain classifications sponsor. OMODA will also supply the official vehicle fleet for the race director cars, and in-car experiences.


The announcement follows a partnership signing ceremony held in where representatives from OMODA and British Cycling Ventures formally marked the beginning of the collaboration ahead of this year’s events. The deal was constructed by British Cycling’s exclusive commercial partner IMG.

Darren Henry, Managing Director, British Cycling Ventures, said: “We’re delighted to welcome OMODA, the UK’s fastest-growing automotive brand, as an Official Partner of the Lloyds Tour of Britain.”

“At its heart, the Lloyds Tour of Britain is about bringing people and communities together through the joy of cycling. Through the men’s and women’s races, we celebrate the places, landscapes and local communities that make every stage unique, while inspiring more people to connect with the power of sport.

“OMODA shares our ambition to create meaningful connections and memorable experiences, making them a natural partner for the Tour. This partnership demonstrates the growing appeal of the Lloyds Tour of Britain as a platform that enables brands to create meaningful connections with communities and audiences across the UK, whilst building a more sustainable future for one of Britain’s biggest sporting events”

Victor Zhang, Country Director of OMODA UK, said: “This partnership is about much more than supporting elite sport. OMODA is a lifestyle brand, and our collaboration with the Lloyds Tour of Britain reflects a shared belief that driving a car is about more than getting from A to B – it’s about exploration, well-being and creating meaningful experiences.


“We’re excited to play a role in bringing the Tour to communities across Britain while also allowing fans to experience the OMODA brand. Together, we hope to inspire more people to embrace active lifestyles and discover how our vehicles can support every journey, from the daily commute to weekend adventures.”


The Lloyds Tour of Britain continues to unite communities across the UK through world-class cycling, showcasing Britain’s towns, cities, landscapes and culture while bringing millions of people closer to one of these biggest moments in the UK sporting calendar.

DAZN Secures Exclusive Streaming Rights to YES and MSG Networks

MSG Networks and YES Network have entered into a landmark partnership that will make DAZN, the world’s leading sports entertainment platform, the exclusive direct-to-consumer streaming home of MSG Networks and YES Network during the 2026-2027 NBA and NHL seasons. Subscribers within the networks’ respective regional coverage territories will have access to live Yankees, Knicks, Nets, Rangers, Devils, Islanders and Sabres games, as well as 24/7 feeds of the MSG, MSG Sportsnet, and YES networks, and a wealth of on-demand content including highlights, behind-the-scenes programming and Emmy Award-winning original series.

Subscribers who receive MSG Networks or the YES Network as part of their pay TV subscription will continue to receive MSG and YES content, as applicable, via the DAZN platform at no additional cost.

Current users of The Gotham Sports App will continue to receive uninterrupted access to the content they love as YES and MSG prepare to migrate users to DAZN during the 2026-2027 NBA and NHL seasons. Exact timing and other details of the migration will be announced in the coming months.

The partnership is a significant move for DAZN, strengthening its role in the US market as the home of some of America’s most beloved franchises in the largest sports market with dedicated and passionate fans. Over the years, DAZN has made a name for itself within the US sports landscape as the go-to platform for combat sports, airing 185+ fight nights a year with some of the sport’s top talent and promoters, and world-class soccer leagues and competitions, such as the UEFA Champions League and FIFA+. Outside the US, DAZN also brings the most popular US sports to huge international audiences, including NFL Game Pass, NHL.TV, the NBA and NCAA college football and basketball.

Shay Segev, CEO, DAZN Group
“The New York sports landscape has a rich heritage of teams and DAZN is honored to partner with both the YES Network and MSG Networks to become their exclusive direct-to-consumer streaming home, bringing the Yankees, Knicks, Rangers, Nets, Devils, Islanders, and Sabres to more fans than ever before. This is what DAZN does best – connecting fans to the sport they love and creating immersive digital experiences that go far beyond the game. It is a defining moment for us and underscores our commitment to expanding our footprint in the United States.”

Jon Litner, President and CEO, YES Network said: “Our new strategic partnership with DAZN reflects the YES Network’s continued commitment to elevate the streaming experience for our direct-to-consumer subscribers and TV Everywhere users. DAZN offers a world-class technology platform and elite, live sports streaming expertise, and we look forward to working with them and MSG Networks to continue to serve Yankees and Nets fans, as well as fans of the teams carried by MSG, with the most compelling sports content in the country.”

Kevin Marotta, SVP, Content and Marketing, MSG Networks said: “DAZN is a premier streaming platform that operates all over the world and we couldn’t be happier to offer our fans this opportunity to watch MSG Networks content on their state-of-the-art platform. Coming off of a historic Knicks Championship season, we are excited to take our streaming offering to the next level. Fans of the Knicks, Rangers, Islanders, Devils and Sabres deserve the best of the best and we’re proud to offer the MSG and YES direct-to-consumer content through this partnership with DAZN.”

Axi Becomes The Official Online Trading Partner Of The DP World Tour

The DP World Tour has announced that Axi, the global online Forex and CFD trading company, has become an Official Marketing Partner and the Official Online Trading Partner of golf’s global Tour in a multi-year agreement that runs until 2029.

Founded in Sydney, Australia in 2007, Axi has grown into a trusted top 10 global Forex and CFD provider, serving tens of thousands of active clients in more than 100 countries. This is the first time the DP World Tour has introduced an Online Trading Partner category to its partner programme, and Axi becomes the first company in this sector to partner directly with a professional golf Tour.

As a top-tier Official Marketing Partner, Axi will benefit from significant brand exposure at DP World Tour tournaments and will also become an Official Partner to four tournaments on the DP World Tour schedule each season. Axi will also benefit from bespoke content campaigns on the Tour’s award-winning digital channels, and visibility on a broadcast feed that reaches approximately 600million homes each week.

The partnership’s storytelling campaigns will focus on the ‘Axi Edge’, with the DP World Tour and its players, like Axi, relying on continuous innovation and attention to detail to gain an edge on the competition. A key example of this will be in the DP World Tour’s Fantasy Game, which will now be called Fantasy DP World Tour Powered by Axi. Each golfer will have a new ‘Axi Edge Score’ to help fans make the right calls, which is calculated using metrics such as recent scoring form, consistency, and approach to risk.

Speaking about the new partnership Rajesh Yohannan, CEO of Axi, said: “Golf and trading share the same DNA: success comes down to preparation, discipline, and the fine margins that separate good from great. That’s what Axi’s Edge is all about. Partnering with the DP World Tour—a truly global Tour with a truly global audience—allows us to tell that story on one of the biggest stages in sport. We’re proud to be the first online trading company to partner with a professional golf Tour, and we can’t wait to bring fans and our clients closer to the game through innovations like Fantasy DP World Tour Powered by Axi.”

Guy Kinnings, CEO of the DP World Tour, added: “Axi are a global platform with big ambition, and we’re delighted that they have chosen the DP World Tour for their first partnership in golf. Our audience is affluent, financially savvy and come from all four corners of the globe—giving Axi the perfect marketing platform to build from. Together, we will create compelling multi-channel brand campaigns and networking opportunities that elevate their presence in priority markets as we travel around the world each season.”

Al Ahly Signs Landmark Investment Deal With Vodafone

In a landmark move for sports investment in the region, Al Ahly has signed the largest sports investment deal in the Middle East with Vodafone, granting the telecommunications company the naming rights to the club’s new stadium.

The agreement was signed during a ceremony held at the Giza Pyramids in the presence of Al Ahly’s board of directors, led by club president Mahmoud El Khatib.

The event underscored the stature of the African club of the century as it unveiled one of the biggest commercial partnerships in its history.

Separately, Al Ahly Football Company signed a new sponsorship agreement with Vodafone, surpassing the club’s previous deal. Under the four-year contract, Vodafone will become the main shirt sponsor of Al Ahly.

The ceremony was attended by Youth and Sports Minister Gohar Nabil, several cabinet ministers, the boards of Al Ahly Football Company, Al Ahly Sports Facilities Company and Red Castle Company, which is overseeing the financing and construction of the stadium project, as well as Vodafone representatives and prominent figures from the sports, business and media sectors.

The agreements mark a major step forward in sports investment and will help maximise commercial revenues to turn the club’s long-held ambition of building a world-class stadium into reality, while further strengthening its position as one of the region’s leading sports institutions through a historic partnership with one of the world’s largest companies.