Recent commercial agreements across professional women’s football, international athletics, the English Football League, and elite rowing highlight an expanding landscape for brand partnerships and sponsorships, according to official club and organizational announcements. From visual discovery platforms moving into kit sponsorships to changing robe brands backing Olympic athletes, sports organizations continue to diversify their commercial portfolios ahead of major international championships.
The agreements span multiple disciplines, bringing distinct brands into sports marketing as clubs and governing bodies prepare for upcoming seasons and global showcases. Each partnership integrates commercial backing with community activations, kit supply arrangements, or digital fan engagement initiatives.
Brighton & Hove Albion Women Secure Four-Year Pinterest Partnership
Brighton & Hove Albion Women have secured a four-year partnership with visual search and discovery platform Pinterest, marking the company’s first solo sponsorship of a women’s football team. Under the agreement, the Pinterest logo debuted on the back of playing shirts during a pre-season friendly against Paris Saint-Germain.
Over the next four years, the two organizations plan to collaborate on matchday style, creator initiatives, grassroots community activations, and player storytelling. Pinterest previously invested in women’s sports through a partnership with the WNBA’s New York Liberty.
Louise Foley, Director of Consumer Marketing, Europe at Pinterest, said via club statements, “Football fandom starts long before kick-off. It lives in the outfit you pull together, the banner you paint the night before, the friends you go with and the little details that make matchday feel bigger than the game itself. Pinterest is where those ideas go from URL to IRL, and with Brighton & Hove Albion Women we want to celebrate that creativity and help make every game feel richer, more personal and more memorable for supporters.”
Zoe Johnson, Managing Director Women’s and Girls’ Football at Brighton & Hove Albion, added, “We are delighted to welcome Pinterest as the first solo sponsor of our women’s team. We’re looking forward to collaborating with them and helping to celebrate the players, fans, community and culture that make the city of Brighton & Hove and our football club such a special place.”
European Athletics and Joma Finalize Birmingham 2026 Agreement
In international athletics, European Athletics has partnered with Spanish sportswear brand Joma for the 2026 European Athletics Championships in Birmingham. The event is scheduled to take place from August 10th to 16th, 2026, at the Alexander Stadium.
Under the terms of the agreement, Joma will serve as an official sponsor of the week-long championships, supplying bespoke kits for all event staff, track officials, and volunteers. The collection was developed in collaboration with both Birmingham 2026 and European Athletics, featuring visual nods to host city landmarks such as the Library of Birmingham, Millennium Point, the Bullring, and the Alexander Stadium track itself.
Joma has expanded its footprint in international athletics, serving as the official technical sponsor for European Athletics while maintaining partnerships with national governing bodies in Wales, Scotland, Spain, and the Czech Republic. The brand also holds sponsorship deals with marathons globally, including races in Rome, Florence, and Porto.
Charlton Athletic Partner with London.Bet for Championship Season
In the English Football League, Charlton Athletic have partnered with online betting brand London.Bet for the 2026/27 Sky Bet Championship season. The company becomes the club’s official back-of-shorts and betting partner, with its logo featuring on the back of men’s first-team shorts across all home, away, third, and goalkeeper kits.
In addition to kit placement, London.Bet secured digital and physical branding at The Valley, including pitch-side LED boards, stadium big screen advertising, interview backdrops, and exposure on the official club website and matchday programmes.
Matthew Jones, Chief Financial Officer at London.Bet, said, “Being part of a South East London club gives us the chance to do something genuinely local rather than just putting a logo on a kit. We have plans in place for activations that reward Addicks supporters through the season and campaigns that give something back to the area around The Valley. The aim is for the fans to know us for what we do over the season, not just for where our logo sits.”
British Rowing Extends Dryrobe Partnership Through 2028
British Rowing has renewed its partnership with weatherproof changing robe brand Dryrobe in a two-year agreement running through August 2028. The extension ensures continued support for the GB Rowing Team, with custom changing robes supplied to athletes across Olympic, Paralympic, and beach sprint programmes as they prepare for the Los Angeles 2028 Olympic Games.
The agreement also provides travel cushions to support athlete comfort and recovery during international travel. The partnership builds on an existing relationship that has equipped more than 100 GB Rowing athletes, coinciding with recent medal successes and the upcoming Olympic debut of beach sprint rowing in 2028.
Tom Solesbury, Chief Executive of British Rowing, said, “We’re thrilled to extend our partnership with Dryrobe through to August 2028 as we build towards the LA Olympic Games. Dryrobe plays a key role in supporting our team, and we’re excited to continue this successful collaboration.”
Additionally, specialist sports PR and marketing consultancy Catchweight was recently appointed as the retained PR agency for the Bare Knuckle Fighting Championship (BKFC) in the UK and Europe, supporting the promotion’s global communications strategy under Director Paddy Hobbs alongside BKFC Founder David Feldman.
As these organizations enter new competitive and commercial cycles, further updates regarding matchday activations, community outreach initiatives, and tournament preparations will be announced through official club and federation channels.
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