Michigan Athletics Unveils Leaders and Best Champion Partners Program Featuring Coca-Cola, Meijer, and Google Gemini

Michigan Athletics announced the Leaders and Best Champion Partners Program, a carefully developed initiative that will bring select advertising opportunities inside Michigan Stadium. The program reflects a strategic approach to supporting student-athletes amid the rapidly evolving college athletics landscape, while preserving the tradition, character and unmatched game-day experience of the iconic 99-year-old venue.

The inaugural group of Leaders and Best Champion partners includes Coca-Cola, Meijer and Google Gemini, each selected for alignment with Michigan’s values and commitment to delivering a fan-first experience. These partners will be integrated through clean, tailored, and thoughtfully designed activations that respect the tradition of Michigan Stadium while enhancing engagement for fans. Developed in collaboration with Learfield’s Michigan Sports Properties, the program is designed to align new revenue opportunities with Michigan’s traditions and fan expectations in Ann Arbor.

Rendering of Michigan Stadium Field PadsRendering of Michigan Stadium Field Pads
“The Leaders and Best Champion Partners Program reflects the next step in Michigan Athletics’ proud tradition of excellence,” said Warde Manuel, U-M’s Donald R. Shepherd Director of Athletics. “This is not a departure from who we are, but an evolution that strengthens our ability to remain a national leader, compete for championships, and support our student-athletes in the modern era of college athletics.

“Michigan Stadium is one of the most iconic and cherished venues in all of sports, and we have been deeply intentional about preserving its tradition, character, and identity. As we introduce this partner program, we will do so with care and purpose, ensuring that any brand partner presence is strategic, tasteful, and aligned with the values of the University of Michigan.

“We are grateful for the meaningful investment these partners are making in Michigan Athletics and, most importantly, in our student-athletes. Their support will help position Michigan to thrive in the evolving revenue-sharing and NIL landscape while continuing to pursue championship success at the highest level.”

For generations, Michigan Stadium has been intentionally protected from extensive commercialization, with limited in-stadium branding historically restricted to select elements. The addition of Coca-Cola, Meijer and Google Gemini represents a deliberate evolution of that standard — partners chosen for their alignment with Michigan’s commitment to excellence, innovation and community impact, and emblematic of how the program meets the demands of modern college athletics without compromising the integrity and spirit of the Big House.

The Leaders and Best Champion Partners Program elements can include on-field and stadium-based branding, scoreboard integrations and end zone placements, digital and in-game sponsorship activations, with an exploration of jersey patches and additional premium assets. To preserve the stadium aesthetic, all signage will follow a uniform visual standard in maize, blue or white, balancing visibility with deliberate design.

Rendering of Michigan Stadium ScoreboardRendering of Michigan Stadium Scoreboard
“On behalf of our entire team, I want to thank the University of Michigan for choosing Coca-Cola to be its exclusive beverage provider,” said Felicia Hale, vice president, Frontline Marketing at Coca-Cola North America. “As an organization, we share many of the same values as U-M, including a focus on sustainability and community engagement. We’ve had a relationship with different areas of the university for many years. We are looking forward to bringing our broad range of beverages and long-standing commitment to community support and exemplary customer service to the entire U-M community.”

“Meijer is proud to be a longtime partner of University of Michigan Athletics, with our presence at The Big House reflecting the deep pride we share with fans across the state,” said Melissa Conway, director of Community Partnerships & Giving at Meijer. “As a Michigan-based company, we’re honored to stand alongside an organization committed to creating memories and incredible experiences for our communities, and to celebrate the fans who support the Leaders and Best.”

The program is delivered in coordination with Learfield and its Michigan Sports Properties team, which serves as the exclusive multimedia rights holder for Michigan Athletics and manages all sponsorship and brand partnership efforts on behalf of the Wolverines.

“The Leaders and Best Champion Partners Program reflects a thoughtful balance of tradition and opportunity,” said Kim Damron, president of Learfield Sports Properties. “We’re proud to work alongside Michigan Athletics on an approach that honors the legacy of the Big House, supports student-athletes and creates long-term value for fans, partners and the future of the University of Michigan.”

Premier Sports Secures Exclusive UK & Ireland Broadcast Rights For Rugby League World Cup 2026

International Rugby League has announced that Premier Sports has secured the exclusive broadcast rights for IRL Rugby League World Cup 2026 in the United Kingdom and Ireland.

Premier Sports has a strong association with the IRL Rugby League World Cup, having previously broadcast RLWC2013 and RLWC2017, the latter of which, like this year’s event, was staged in Australia, New Zealand and Papua New Guinea.

IRL Rugby League World Cup 2026 will kick off in Sydney on October 15 with Australia, the 2025 Ashes Series winners, taking on Pacific Cup champions New Zealand. RLWC2026 comprises 53 matches in three tournaments – Men’s, Women’s and Wheelchair.

England take on Tonga in their opening match on October 17 at Perth’s HBF Park – the first World Cup clash between the two nations since their epic 2017 semi-final in Auckland. Brian McDermott’s men then face France in Perth on October 24 before travelling to Wollongong to play Papua New Guinea on October 30 in a match that is likely to determine a semi-final berth for both nations.

England Women also play in Perth on October 17 against Wales and October 24 against Australia, before meeting Fetu Samoa at Wollongong’s WIN Stadium in what is also expected to be a must-win match on October 30.

IRL secretary general Danny Kazandjian said: “Premier Sports has had a strong partnership with international rugby league events for many years and has showcased some of the sport’s elite tournaments – none more so than the 2017 Rugby League World Cup. IRL is really excited about renewing that relationship as we continue to develop our business, increasing the IF’s capacity to invest consistently and in a meaningful way in the global game. We have no doubt that Premier Sports’ customers will be enthralled by what promises to be one of the most competitive world cups in history.”

Premier Sports will broadcast all 18 matches of the Men’s World Cup live, as well as all England matches in the Women’s and Wheelchair tournaments, along with the semi-finals and finals of both tournaments. There is provision for Premier Sports to broadcast more Women’s and Wheelchair World Cup matches live, depending on scheduling commitments.

The Men’s and Women’s finals will be played as a double-header on November 15 at Suncorp Stadium, while the Wheelchair final will be on November 13 at Wollongong’s

WIN Entertainment Centre, where the Wheelchair tournament is being staged in its entirety from October 30.

Richard Sweeney, CEO of Premier Sports, said: “We are delighted to be bringing the Rugby League World Cup back to Premier Sports viewers, having previously broadcast the tournament in 2013 and 2017.

“This is one of the major events in the international sporting calendar and we are looking forward to showing every match from the men’s tournament live, alongside extensive coverage of the IRL Women’s and Wheelchair tournaments. England’s opening match against Tonga promises to be a fascinating contest, and our full studio presentation around every England fixture will give supporters expert insight, analysis and reaction throughout the tournament.

“Premier Sports has a proud history with rugby league, from the 2013 and 2017 World Cups to our more recent coverage of the Rugby League Championship. We are excited to bring that experience and commitment to this tournament and to showcase the very best of the international game.”

The UK and Ireland deal follows the announcement that Premier Sports would broadcast RLWC2026 in Canada and 20 countries in South-East Asia. The deals were negotiated by global sports marketing agency, IMG, IRL’s exclusive global media rights partner for IRL Rugby League World Cup 2026. IRL will be making further global broadcast announcements in due course.

Sports ETA and SportAccord Partner to Expand Global Opportunities for U.S. Destinations

The Sports Events & Tourism Association, the trade association for the sports events and tourism industry in United States with more than 800 member organizations, and SportAccord, a global sport event organization based in the Olympic Capital of Lausanne, Switzerland, with stakeholders representing over 120 International Federations, today announced a new strategic partnership centered on Sports ETA’s role as an Official Partner of the 2026 SportAccord Forum.

The partnership will provide opportunities for Sports ETA member destinations to engage directly with international sport federations, rights holders, and event organizers through the Forum program, targeted networking and knowledge exchange. Taking place October 5 -7 at the Olympic Museum in Lausanne, the Forum will provide the first practical focus for the partnership lay the groundwork for broader collaboration between the two organizations.

As demand continues to grow for international sporting events in North America, the partnership will provide U.S. destinations with increased access to decision-makers responsible for selecting host cities for world championships, international competitions, and major sporting events. At the same time, SportAccord will strengthen its relationships with the extensive network of destination marketing organizations, sports commissions, convention bureaus, and industry partners represented by Sports ETA.

“Sports events tourism has become one of the fastest growing sectors of the visitor economy, and U.S. destinations are increasingly looking to compete on the global stage,” said John David, President & CEO of Sports ETA. “This strategic alliance with SportAccord creates a direct pathway for our members to build meaningful relationships with international sport leaders while showcasing the strength and diversity of destinations throughout the United States. Together, we are creating new opportunities that will generate economic impact, elevate communities, and advance sport worldwide.”

Through the 2026 SportAccord Forum, the partnership will create networking opportunities and enhanced engagement between Sports ETA members and the international sport community. Building on this initial collaboration, the organizations intend to explore a broader program of activity beyond the event, which could include joint educational initiatives, cross-promotion of events, knowledge-sharing around bid development, industry research, and best practice exchanges.

“The SportAccord Forum is not simply about bringing people together. It is about creating conversations that give people something useful to take away,” said Kelly Fairweather, Managing Director of SportAccord. Sports ETA will bring an important U.S. destination perspective to the Forum, creating stronger dialogue with the International Federation community and helping both sides better understand what successful future collaboration can look like. The 2026 Forum gives us a practical starting point, and we see real potential to build on the relationship beyond the event.”

Southampton FC Extends Partnership With Bargate

Southampton Football Club has announced a landmark extension of its partnership with Hampshire-based homebuilder Bargate, which will become the first-ever Official Stand Partner in St Mary’s Stadium’s history.

The renewed agreement represents a significant milestone in the relationship between the two organisations, building on a successful partnership that began in 2023 when Bargate joined the club as a Regional Partner before becoming Southampton FC’s Official New Homes Partner in 2025.

Over the past three years, Southampton FC and Bargate have worked closely together to deliver a range of impactful initiatives supporting both fans and the wider community, with their collaborative approach earning recognition at the UK Sponsorship Awards 2025.

Highlights of the partnership to date include providing 150 complimentary Saints Soccer Schools places for pupil premium eligible students, supporting Saints Foundation’s Senior Saints Christmas Dinner and establishing The Bargate Sensory Room at St Mary’s Stadium, helping to create a more inclusive matchday experience.

The latest expansion of the partnership will see Bargate become the Official Chapel Stand Partner of Southampton Football Club, while continuing in its role as Official New Homes Partner.

As part of the agreement, The Chapel Stand will now be referred to as The Chapel Stand in partnership with Bargate. Bargate branding will feature prominently throughout the stand and in the Chapel Fan Zone, creating a visible presence at the heart of the matchday experience.

The partnership will also continue to focus on delivering fan-first and community-led initiatives across Hampshire.

Greg Baker, Chief Revenue Officer at Southampton Football Club, said: “We’re delighted to welcome Bargate as the Official Chapel Stand Partner of Southampton Football Club.”

“Over the past three seasons, Bargate has continually demonstrated its commitment to the club, our supporters and our local community. Together, we’ve delivered a range of initiatives that have made a genuine difference, and we’re excited to build on that success through this enhanced partnership.”

“As we celebrate 25 years of St Mary’s Stadium, it’s fitting that the stadium’s first-ever stand partnership is with an organisation that shares our south coast roots, our values and our ambition to make a positive impact.”

Mark White, Managing Director at Bargate, said: “It’s a real privilege for Bargate to put our name to the Chapel Stand and to share a first with Southampton Football Club. This reflects how far our partnership has developed, but also our ambition as a growing regional housebuilder. Sport has an incredible ability to bring people and communities together, and we’re looking forward to using this next chapter to create even stronger connections across Hampshire and the wider South, investing in the communities where we build.”

J.LEAGUE and IMG Partner To Drive Global Sponsorship Strategy

Japan Professional Football League (J.LEAGUE) has announced it has partnered with global sports marketing agency, IMG, to drive its global sponsorship strategy and sales, supporting J.League’s international commercial growth and connecting J.League with new global brand opportunities.

After more than a decade of expanding its presence across Asia, J.League is now looking to build further commercial momentum on a global scale, with a clear focus on sponsorship expansion and international audience development. Under the agreement, IMG will advise J.League on its renewed global brand structure, develop new brand categories, and deliver international commercial partnerships to expand J.League’s presence beyond Asia.

“Partnering with IMG marks a significant milestone in expanding J.League’s global footprint,” said Yoshikazu Nonomura, the Chairman of J.League. “Combining IMG’s deep expertise with J.League will allow us to create meaningful opportunities for our partners and the league.”

Adolfo Bara, SVP and Managing Director, Football, IMG added: “J.League represents many of the qualities that make football such a powerful global platform: authenticity, community, long-term vision and excellence. Japanese football and its players, clubs and wider ecosystem continue to grow in relevance and recognition around the world.We believe J.League has all the ingredients to become one of the leading leagues in world football in the years ahead. We look forward to helping bring the league’s story to global brand partners at such an exciting time in its evolution.

The collaboration brings together J.League’s strong sporting and cultural platform with IMG’s global football expertise and commercial network. IMG also manages global sponsorship sales for CONMEBOL Libertadores and Sudamericana, Fédération Internationale de Football Association (FIFA), Football Club Internazionale Milano, Chivas De Guadalajara, the Leagues Cup, Arabian Gulf Cup Football Federation (AGCFF), Deutscher Fussball-Bund (DFB), and Asociación del Fútbol Argentino (AFA).

Man City Signs Trendyol As Official Online Marketplace Partner

Manchester City has announced that Trendyol is set to become the Club’s Official Online Marketplace Partner.


Trendyol, one of the world’s leading e-commerce platforms, was founded in Istanbul in 2010 and now connects more than 40 million customers with over 250,000 sellers across a growing international footprint.

A committed supporter of football in its home market of Türkiye, Trendyol is an official sponsor of the Turkish National Football Teams and the title sponsor of the Turkish Süper Lig and the First League. It was also an Official Partner of UEFA Euro 2024.

Through this partnership, Trendyol will work with the Club to create bespoke content and campaigns, in addition to having presence across the Club’s digital and social platforms, and branding at the Etihad Stadium.

Peter Laundy, Senior Vice President Partnerships at City Football Group, said: “We’re delighted to announce our new partnership with Trendyol. As one of the world’s leading e-commerce platforms with a rapidly expanding international presence,

Trendyol continues to grow its sponsorship portfolio with some of the most recognised properties in global sport. We look forward to working together throughout this exciting partnership.

Mohamad ElAnsari, Chief Executive Officer of Trendyol Gulf commented, “Trendyol has long been associated with football in Türkiye so, as we expand internationally, it’s fitting that we extend our reach with one of the biggest names in the sport.

“City’s success over the last decade or so has been nothing short of astonishing so we’re thrilled to partner with a winning brand that lives in the hearts of so many people around the world.”

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.