NEWS AND COMMUNICATIONS

The UEFA Champions League 2026/27 brings together nine official sponsors: Heineken, PlayStation, Lay’s, FedEx, Mastercard, Crypto.com, bet365, Just Eat Takeaway.com, and Qatar Airways. But the interesting part isn’t just who is on the roster. It’s what each brand can do with its partnership. Different categories create different opportunities to connect with fans. For one brand, the opportunity may lie in owning moments of consumption and entertainment. For another, it may be

The NFL regular season kicks off on September 9, reactivating one of the league’s most important international markets: Mexico, home to 40 million NFL fans and the league’s second-largest market globally. But Mexico stands out for more than its scale. Fans engage with the NFL in multiple ways throughout the season—from broadcasts and fantasy football to content, merchandise, and social gatherings around each game week. For sponsors and brands, this recurring engagement create

In Formula 1, some brands don't just aim to be present at a single race; they want to be part of the entire season. Partnerships like Oracle with Red Bull Racing and HP with Ferrari—alongside global partners such as Lenovo, Heineken, and DHL—demonstrate how a sponsorship can remain active throughout the calendar. Every Grand Prix opens up new touchpoints: broadcasts, content, cars, team gear, hospitality, and fan experiences. Repetition transforms mere presence into a true br