A weekly look at some of the deals being made in the global world of sports sponsorship over the past seven days.
Honda Named Tier-One “Founding Partner” for LA 2028 Olympics
Honda has become the first automotive founding partner for the Los Angeles 2028 Olympic and Paralympic Games, filling the slot previously held by Toyota since the Tokyo 2021 Games. Under the multi-year, typical $200 million tier-one sponsorship, Honda will provide an accessible vehicle fleet, including electric vehicles (EVs) such as the Odyssey, Accord, and CR-V, for athletes and officials. This aligns with LA28’s ambition to raise $2.5 billion in total sponsorships; as of now, over $1.5 billion has been secured.
SailGP’s Australian Team: Celebrity Owners & BONDS Title Sponsorship
SailGP has significantly boosted its commercial profile by securing Hugh Jackman and Ryan Reynolds as co-owners of its Australian franchise. The boat has been rebranded as the “BONDS Flying Roos”, following a title sponsorship deal with Australian underwear brand BONDS. This follows wider growth in SailGP sponsorship, with teams forging partnerships with prominent brands such as Amazon, Tommy Hilfiger, and T-Mobile, highlighting the competition’s rising appeal to consumer names and mainstream fashion and entertainment brands.
Reebok Returns to English Football via Charlton Athletic Deal
After a 13-year hiatus, Reebok is re-entering English club football as Charlton Athletic’s official kit supplier in a multi-year deal beginning with the 2025–26 Championship season. The partnership revives Reebok’s storied heritage—recalling kit supply to Bolton Wanderers and even naming stadiums—and reflects a desire to merge legacy branding with modern innovation. Charlton’s board has emphasized shared values and mutual ambitions for revival on and off the pitch. New kits are expected to be available ahead of the campaign.
While closer to home we have covered the following sports sponsorship stories
Cocoa Brown Named Beauty Partner of KPMG Women’s Irish Open
Cocoa Brown by Marissa Carter has been announced as the Official Beauty Partner of the 2025 KPMG Women’s Irish Open, taking place at Carton House, A Fairmont Managed Hotel in Maynooth, Co. Kildare next month. In so doing, it becomes the first official beauty partner in the tournament’s four-year history.
Centra Launches Nationwide Search for Hurling’s next Sharpshooter
Centra, the longest-serving sponsor of the All-Ireland GAA Hurling Senior Championship, has launched a nationwide competition to find hurling’s next top scorer, with TJ Reid and Patrick Horgan, the two highest scorers in Championship history, fronting the campaign.
Elemis and Aston Martin Coming to Dublin
Among the guest speakers at Thursday’s ESA Ireland event in the Aviva Stadium will be Amy Mansell of Elemis talking about the brand’s award winning partnership with the Aston Martin F1 team.
AIG Extends and Deepens Partnership with Tennis Ireland
Tennis Ireland has announced a significant new partnership with AIG, welcoming the global insurer as a premium partner under a new commercial partnership agreement. As part of the new collaboration, AIG has introduced a specialised Tennis Club Insurance product, offering tailored and cost-effective cover explicitly designed for tennis clubs.
Shelbourne and Chadwicks Team Up for Chance of a Lifetime
Aspiring young footballers across Ireland have a unique opportunity this summer as Chadwicks, Ireland’s leading builders’ merchants and proud sponsor of Shelbourne FC, launches a nationwide competition offering underage club teams the chance to train with the League of Ireland champions.
Partners Day Lights Up Runway to KPMG Women’s Irish Open
The KPMG Women’s Irish Open hosted a great day for partners and media at Carton House Fairmont on Tuesday, only four weeks out from the staging of this year’s tournament in it’s new higher profile spot on the Ladies European Tour.
WHAT’S UP NEXT?
Sports Technology, Women in Sport and Sports Media will all be in the spotlight over the rest of this week. Sport for Business is in planning for a strong second half of events to bring our community of sporting and business leaders together.
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