TLDR Recap

✔️ Barcelona signs $46 million deal with the Congo
✔️ Visa launches early World Cup ticket access
✔️ Audi F1 finds its title partner in Revolut
✔️ Arby’s rides a viral moment with Sophie Cunningham
✔️ Shriners Children’s goes all in on TGL

League and Team Partnerships

The global reach of sports was on full display this week as FC Barcelona inked a $46.37 million deal with the Government of the Democratic Republic of the Congo. The multiyear partnership makes the DRC the club’s official empowerment partner for sports and culture, with the “R.D. Congo – Coeur d’Afrique” emblem to be worn on all pro teams’ training kits through the 2028–29 season. Meanwhile, TGL added Shriners Children's as a founding partner following the brand’s exit from its Las Vegas PGA Tour event, and KeyBank renewed its naming rights for the Buffalo Sabres arena in a 10-year extension.

In fintech and motorsport, Revolut secured the title sponsorship of the Audi F1 Project team, becoming the cornerstone financial partner for Audi’s entry into Formula 1’s new engine era starting in 2026. On the retail front, Walmart kicked off a new partnership with Major League Soccer, bringing soccer-themed integrations to stores, stadiums, and digital platforms. Sam's Club also made its motorsports debut with Andretti Global, sponsoring Kyle Kirkwood’s car for the 2025 INDYCAR finale.

In the NFL and college football, the Philadelphia Eagles added Janney Montgomery Scott LLC as their wealth management sponsor, awarding naming rights to the Janney Tunnel Club. The Carolina Panthers and Charlotte FC expanded their relationship with Innova Solutions, which now has naming rights to Bank of America Stadium’s luxury suite level. Rounding it out, Nutricost became the primary sponsor of the U.S. short-track speedskating team, and CareScout locked in naming rights for Richmond Flying Squirrels' Power Tower at their upcoming CarMax Park.

Brand Activations and Campaigns

Band-Aid launched a new MLB partnership with the Philadelphia Phillies to promote its Pro Heal bandage, centered around second baseman Bryson Stott. The activation includes in-stadium signage, a featured video with Stott during home games, and product sampling. This is a push into sports by parent company Kenvue following Tylenol’s NWSL and Pepcid’s Mets campaigns.

Hospital for Special Surgery activated its NY LIBERTY partnership with a community event in NYC, where Breanna Stewart helped distribute meals and wellness resources as part of the “Eat and Move Better” initiative.

Visa announced it will offer early ticket access to one million cardholders for the 2026 FIFA World Cup through a special presale draw. Meanwhile, Delta Air Lines teamed up with Nike to celebrate its 100th anniversary with a custom all-white Air Force 1 design, available exclusively to Delta employees.

Business Moves

LIV Golf x South Africa

LIV Golf is expanding its global footprint with plans to stage its first ever African event in 2026. The tournament will take place at Steyn City Golf Club in Johannesburg, South Africa, marking LIV’s debut on a fifth continent. The expansion is backed by a combination of private and government partnerships, reflecting LIV’s strategy of tapping into emerging golf markets through diplomatic and commercial ties. South Africa has a rich golf history and a strong pipeline of talent, making it a culturally resonant location for LIV’s continued global push.

Number of the Week

92

That is how many sponsorship deals the Indiana Fever currently have, the most of any team in the WNBA this season according to SponsorUnited’s inaugural WNBA Partnerships Report. Fueled by record attendance, youth talent, and Caitlin Clark’s rise, the Fever’s momentum has helped push the league average to 44 team sponsorships, a 52 percent increase since 2022.

Talent Partnerships

Sophie Cunningham made waves with Arby's after wearing a “Hot Girls Eat Arby’s” crop top ahead of an Indiana Fever game, a nod to her viral Arby’s moment post-surgery that sold out merch and energized fans. Sprite launched a new campaign with Eagles quarterback Jalen Hurts, tapping into his calm persona for a 30-second spot titled “Success Hurts.” In college football, Florida quarterback DJ Lagway joined T-Mobile in a campaign alongside Patrick Mahomes and Rob Gronkowski.

In fashion and Olympic sports, Nike signed surfers Erin Brooks and Sierra Kerr, reentering the surf scene ahead of its 2028 Olympic spotlight. And in a rare health-focused endorsement, Colorado coach Deion Sanders partnered with Depend after undergoing bladder removal surgery, bringing new visibility to incontinence products.

Talisman’s Take

The Band Aid x Bryson Stott x Phillies deal is more than product placement. It is a case study in how legacy brands can reenter sports through lifestyle led storytelling. Stott is not just a second baseman. He is a new dad. And Band Aid is not just a first aid brand. It is reframing recovery as a family ritual. The campaign activates across content, sampling, and signage, while letting the athlete retain his own narrative. The result is a partnership where brand relevance, athlete authenticity, and fan emotion all show up on the same roster.

⚡ Deal or No Deal?

This Week’s Spotlight: FC Barcelona × Democratic Republic of the Congo

The Pitch: FC Barcelona signed a four-year, $46.37 million partnership with the Government of the Democratic Republic of the Congo. The agreement makes the DRC Barcelona’s official empowerment partner for sports and culture, and includes a prominent “R D Congo – Coeur d’Afrique” emblem on the back of all Barça pro team training shirts through 2029.

Talisman’s Call: ✅ Deal.

This extends far beyond typical sports sponsorship. It merges sport, diplomacy, and culture through a long-term tie between a global club and an African nation seeking tourism and identity branding. The placement elevates both Barça’s global narrative and the DRC’s international profile while sidestepping traditional media saturation zones. It’s a strategic, authentic, and socially impactful play that leverages football’s global platform without sacrificing brand integrity or fan trust.

Upcoming Spotlight: 2025 USATF Outdoor Championships – (July 31 to August 3, 2025)

Track & Field takes center stage at Eugene Oregon’s Hayward Field this week as the USATF Outdoor Championships doubles as Team USA’s selection trials for the upcoming World Championships in Tokyo. The lineup includes high-impact athletes like Sha’Carri Richardson, Sydney McLaughlin‑Levrone, and Noah Lyles competing for national titles and roster spots — providing a powerful stage for performance-driven brands. With rising interest around narrative storytelling and athlete personal branding, this event offers sponsors premium visibility and cultural resonance at a moment when track is regaining mainstream heat.

Quote of the Week

Talisman’s Athlete of the Week

Léon Marchand

At the World Aquatics Championships in Singapore, Marchand shattered Ryan Lochte’s long-standing world record in the men's 200-meter individual medley with a time of 1 minute 52.69 seconds during the semifinals, breaking the 14-year mark with room to spare. His performance not only signaled dominance but redefined excellence in the sport. For brands seeking alignment with innovation, scientific precision, and next-generation athleticism, Marchand is now the standard.

Talisman Trend Watch

Athletes are becoming owners

The modern athlete is flipping the script. They are taking equity instead of checks, launching their own products, and joining boards instead of just endorsing brands. Think Naomi Osaka with Kinlò, Jayson Tatum with his signature Jordan line, or Travis Kelce investing in Throne Sport Coffee.

Ownership means upside. But more importantly, it means influence. These new deals give athletes real skin in the game and let them shape how brands go to market. This is not just a sponsorship trend. It is a business shift.

Insights

With Women’s sports getting more and more popular, we took a look at our data to see which types of brands believe in the viewership.

Word on the Street

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