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  "description": "Modern sports sponsorships are shifting from logos on shirts to culture‑first partnerships. In a packed Soho pub, Chivas Regal, Snapchat and a Premier League club discussed how brands can build stories that resonate with real fans – and how to actually make it into their closed communities.",
  "path": "/how-sports-partnerships-are-evolving-from-logos-on-shirts-to-the-group-chat/",
  "publishedAt": "2026-04-22T11:36:42.000Z",
  "site": "https://www.thesubthread.com",
  "tags": [
    "Subscribe now"
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  "textContent": "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.\n\nThe 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.\n\nSo what does a _valuable_ sports partnership look like in that world?\n\n### **Why Values Come Before Assets**\n\nWhen that question was put to ​Oyin Akiniyi, global brand director at Chivas Regal, she set out the brands history and values.\n\n### This post is for subscribers only\n\nBecome a member to get access to all content\n\nSubscribe now",
  "title": "How Sports Partnerships are Evolving: From Logos on Shirts to the Group Chat",
  "updatedAt": "2026-04-23T15:45:40.603Z"
}