Sports Partnerships: SailGP, London Marathon & More – Latest Deals

Dubai-based luxury hospitality group Jumeirah has entered a three-season global partnership with the Emirates Great Britain SailGP Team (Emirates GBR), effective immediately, the companies announced February 11, 2026.

Under the agreement, Jumeirah will serve as the team’s official global hotel partner, with branding featured at SailGP race events worldwide. The partnership aims to provide curated experiences for audiences during SailGP race weekends, leveraging Jumeirah’s hospitality offerings in key markets. The collaboration will debut at the ITM Latest Zealand Sail Grand Prix in Auckland.

“We are delighted to welcome Jumeirah on board as a Global Partner,” said Sir Ben Ainslie, CEO of the Emirates Great Britain SailGP Team. “Not only is Jumeirah an iconic brand based in our home-from-home, the UAE, but it as well echoes our shared commitment to protecting our oceans and striving for excellence. Winning at the highest level of SailGP demands constant innovation, precision, and outstanding teamwork, qualities that are deeply aligned with Jumeirah’s approach to delivering world-class experiences, both on and off the water.”

The partnership announcement comes as Emirates GBR prepares to defend its title following a successful 2026 season opener in Perth, Australia, where the team secured a victory. The team also won three events and the Impact League last season, recognized for its dedication to climate education, sustainability, and inclusivity through partnerships with the 1851 Trust, Low Carbon, and the Athena Pathway.

Elsewhere in sports partnerships, the TCS London Marathon has secured CLIF Bar as its Official Energy Bar Partner for the next three editions of the race, from 2026 to 2028. CLIF Bar will offer samples to participants at the TCS London Marathon Running Show in April.

Huddersfield Town has also agreed to a long-term strategic partnership with Levy to transform the match day and event experience at the Accu Stadium, including upgrades to the culinary offering and a focus on growing non-match day events. Levy will also prioritize integrating regional suppliers and implementing sustainability initiatives.

Southampton Football Club has signed a multi-year partnership with Carlsberg Britvic, naming Pepsi MAX as the official soft drinks partner at St Mary’s Stadium and rebranding the club’s venture space as LEVEL1 powered by Pepsi MAX. The deal includes extensive brand visibility and a competition for supporters to win matchday experiences.

In rugby league, RL Commercial has partnered with energy provider Believ ahead of the Super League season, with Believ becoming a partner of the league and its power rankings. Believ uses 100% renewable energy, supporting the league’s sustainability commitments.

Leeds Rhinos have announced a strategic partnership with Checkatrade to support skills and opportunities for young people in the North of England, including workshops, a Skills Summit, and community improvement projects. Checkatrade has also launched a new apprenticeship portal.

Finally, new sports platform VVV Sports has launched to build professional infrastructure for emerging sports like padel and pickleball, aiming to address fragmentation in those sectors.

England Hockey has renewed its partnership with Notts Sport until January 2029, continuing a collaboration that began in 2012 and focusing on improving facility quality, and sustainability.