How Sports Partnerships are Evolving: From Logos on Shirts to the Group Chat

At a recent event hosted by The Subthread, a brand, a platform and a Premier League club talked all things sport partnerships. Though it started off as looking at the more classic approach to partnerships, the conversation moved away from logos and in-stadium opportunities almost immediately.

The truth is that the classic sponsorship model was built for a world where attention was centralised around live matches and broadcast TV. Today, the audience is just as likely to meet your brand via a Netflix docu‑series, a creator’s TikTok or a screenshot in the group chat.

So what does a valuable sports partnership look like in that world?

Why Values Come Before Assets

When that question was put to ​Oyin Akiniyi, global brand director at Chivas Regal, she set out the brands history and values.

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