brand_partnership

Unterföhring – September 12, 2026 -- SAT.1 will premiere the 15th season of its culinary competition format "The Taste" on October 21, 2026, offering a total prize package of 50,000 euros in cash plus a professional kitchen outfit from cookware brand Fissler.

Season premiere pits four celebrity chefs against street food in opening coach battle.

The nine-episode season opens with a special coach battle in which chefs Tim Raue, Alexander Herrmann, Elif Oskan and Steffen Henssler must recreate street food dishes such as döner, currywurst, fish and chips and a burger on a single spoon. The season airs weekly on Wednesdays at 20:15 CET on SAT.1 and simultaneously streams on Joyn.

Dallas – September 11, 2026 -- NFL All-Pro Micah Parsons has taken an equity stake and board seat at RejuvStem, a Cancún, Mexico-based regenerative wellness company, as the firm looks to widen its footprint beyond athletic recovery into the broader preventive health market.

Parsons moves from endorsement to equity investor and board member

The deal, negotiated by Athletes First, the sports representation and marketing agency that handles Parsons' on- and off-field business, gives him formal roles as investor, board member and brand ambassador rather than a standard sponsorship arrangement. He will advise RejuvStem on brand growth and strategic initiatives, working to position the company's regenerative therapies and personalized wellness programs to a wider consumer base that includes non-athletes seeking preventive care.

OFFENBACH, Germany – September 11, 2026 -- Hyundai Motor Company has signed a multi-year agreement to become the Official Automotive Partner of the UEFA Champions League, a deal running from the 2026/27 season through the end of 2030/31. The partnership was concluded through UC3, UEFA's joint venture with European football clubs.

Hyundai extends nearly 30 years of football sponsorship to Europe's top club competition

The agreement follows Hyundai's engagement at this summer's World Cup and adds the 36-club UEFA Champions League to a sponsorship portfolio the company says spans international tournaments, clubs and associations worldwide. UEFA describes the competition as the world's most-watched annual club football event, with roughly one in three people globally expressing interest in it.

New York – September 10, 2026 -- Gaming peripherals brand ATTACK SHARK has struck a partnership with Cloud9 Esports, one of North America's most decorated e-sports organizations, to equip its League of Legends roster with hardware for daily training and competition prep.

ATTACK SHARK will supply Cloud9's League of Legends team with its latest mice and keyboards

The deal centers on Cloud9 Kia's League of Legends division, with ATTACK SHARK providing peripherals for professional training and competitive play. The collaboration will also produce joint content spanning professional gameplay analysis, e-sports culture and competitive hardware, distributed across digital channels, social media and e-commerce platforms.

New York – September 10, 2026 -- Gaming peripherals maker ATTACK SHARK has struck a partnership with North American esports organization Cloud9 to outfit its League of Legends roster with mice, keyboards and other hardware for daily training and competitive play.

Cloud9's League of Legends Roster Gains New Hardware Sponsor

The alliance centers on Cloud9's League of Legends team, covering player training, competitive performance and player-focused content distributed across digital channels, social media and e-commerce platforms. ATTACK SHARK will supply its latest peripheral lineup to support the team's preparation for high-level competition.

Berlin – September 09, 2026 -- FC Barcelona legend Carles Puyol appeared at Midea's stand at IFA 2026 in Berlin, marking a consumer-facing milestone in the five-year sponsorship deal between the Chinese appliance maker and the Spanish football club.

Midea uses former club captain to promote five-year FC Barcelona tie-up at IFA

The former Barcelona captain joined Midea International president Lewis Fu to present a personalized FC Barcelona jersey and tour the company's SMART MASTER smart-home zone alongside a dedicated FC Barcelona exhibition space.

Paris – September 09, 2026 -- Segway Powersports has equipped former enduro world champion Mathias Bellino with its Super Villain SX20T off-road vehicle, marking his entry into the powersports brand's roster of riders.

Bellino brings a decorated enduro record to the partnership

Bellino won the World Junior Enduro Championship in 2012 and the E3 World Enduro Championship in 2015. He was also part of French teams that captured the ISDE Junior World Trophy three consecutive years, from 2011 to 2013.

A 2018 rally crash ended his professional riding career

In August 2018, during his first off-road rally, the Desafío Ruta 40 in Argentina, Bellino suffered a serious spinal injury while training for a planned Dakar Rally bid. The accident ended his career as a professional rider.

Berlin – September 09, 2026 -- Grundig, the European premium home appliance brand owned by Beko, unveiled a new product lineup at IFA 2026, marking a fresh phase in its strategic licensing partnership with Chinese manufacturer Changhong.

Changhong gains brand license for select Grundig categories and markets

The IFA showcase followed Beko's decision to grant Changhong a license to use the Grundig brand for specific product categories and markets. The arrangement pairs Changhong's research, manufacturing and supply-chain capabilities with Grundig's European heritage and existing market presence, with both companies stating the goal is to expand Grundig's reach across Europe and other international markets.

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.