brand_partnership

Berlin – September 09, 2026 -- Haier has signed a four-year global partnership with UC3 to become an official global partner of the UEFA Champions League, covering the 2027/28 through 2030/31 seasons, the appliance maker announced at IFA 2026 in Berlin.

Deal grants Haier exclusive worldwide category rights from July 2027 to June 2031

The agreement runs from July 1, 2027 to June 30, 2031 and gives Haier exclusive global rights across home appliances, televisions and commercial screens within a portfolio of UEFA club competitions. Beyond the UEFA Champions League itself, the rights extend to the UEFA Super Cup, the UEFA Youth League Final and the UEFA Futsal Champions League Final.

Berlin – September 08, 2026 -- Hisense will remain an official partner of UEFA EURO 2028, marking the fourth consecutive UEFA European Championship the electronics manufacturer has sponsored since 2016.

Hisense extends sponsorship run to four straight UEFA EURO tournaments

The company announced the extension at IFA 2026 in Berlin, continuing a partnership that began at UEFA EURO 2016 and has since expanded to cover UEFA EURO and FIFA World Cup tournaments in 2018, 2022 and 2026. Hisense positions itself as the first Chinese sponsor of the UEFA EURO tournament and has evolved into UEFA's dedicated imaging technology partner over the past decade.

London and Dublin – September 08, 2026 -- ALP, the fastest-growing nicotine pouch brand in the United States, has secured category-exclusive rights as the Official Nicotine Pouch Partner of Matchroom Boxing, marking its first major sponsorship push into the UK and Ireland.

ALP locks exclusive rights across three Matchroom events this autumn

The deal covers exclusive in-ring and broadcast presence, on-site fan activation stations and a branded Matchroom digital series across three fights: Katie Taylor vs. Flora Pili for the undisputed Super Lightweight Championship at Croke Park in Dublin on 5 September, 2026, before 80,000 fans and broadcast live worldwide on DAZN; Whittaker vs. Wallace at Utilita Arena Birmingham on 3 October; and Smith vs. Puello at Utilita Arena Sheffield on 24 October.

Amherst, Mass. – September 07, 2026 -- Baystate Health will place its logo on both 25-yard lines at McGuirk Alumni Stadium starting with the 2026 UMass football season, marking the first time a brand logo has appeared on the field's gridiron in the stadium's history since 1965. The move expands a multi-year partnership between UMass Athletics, Baystate Health and Learfield's UMass Sports Properties, deepening a sponsorship relationship that has run for more than a decade.

Miami Gardens, Fla. – September 07, 2026 -- South Florida Motorsports (SFM) and Hard Rock International have signed a new multi-year naming rights agreement that renames the race the FORMULA 1 HARD ROCK MIAMI GRAND PRIX, effective from the 2027 edition. The event is contracted to remain on the Formula 1 calendar through 2041.

Hard Rock expands from founding sponsor to full title partner

Hard Rock joined the Miami race as an original Founding Partner at its 2022 launch and has held naming rights to Hard Rock Stadium, home of the NFL's Miami Dolphins, since 2016. The stadium anchors the Miami International Autodrome, a 19-turn, 3.36-mile circuit that hosts the race. Under the new deal, Hard Rock branding will appear on the official event title, logo, podium, the Fan Fest and trackside signage throughout the venue for the 2027 race, with a date still to be announced.