Sports sponsorship radar: November 2026
Eight sports sponsorship deals announced in the second half of October 2026, from the Chicago Bulls to the WTA Finals, and what they say about the market.
The second half of October brought deals in football, basketball, tennis, handball and fitness racing. Here are the ones we noted.
The deals
Mahou San Miguel × Real Madrid. Real Madrid and Mahou San Miguel renewed their partnership until 2033. It covers the men's and women's first football teams and the first basketball team. Mahou Cinco Estrellas and Solán de Cabras stay on as sponsors. Vamos by Mahou, a non-alcoholic malt drink, joins the deal, which lets the brewer activate it in the Middle East and Africa. The relationship goes back to the 1940s. (Real Madrid)
Siroko × Chicago Bulls. The Spanish sports brand from Gijón is now the Bulls' official international partner, in a multi-year deal. It includes visibility at the United Center at home games, the team's digital channels, fan experiences and content on Siroko TV, such as the coach's post-game press conferences. Siroko sponsored the Los Angeles Lakers before and is main sponsor of Sporting de Gijón. (2Playbook)
FAGE × WTA. The Greek yogurt brand is the new title partner of the WTA Finals and Official Yogurt Partner of the WTA, through 2029. It starts at Indian Wells, 8–15 November 2026, and moves with the event to Charlotte from 2027. From 2027 the partners plan activity all year, not only in event week. (WTA)
Lidl × IHF. Lidl renewed with the International Handball Federation until 2030. The deal covers the men's and women's World Championships in 2027 and 2029, plus the women's U20 and men's U21 events. Lidl also gives the Best Young Player Award. The partnership started in 2017. (2Playbook)
Sokin × Chelsea. The payments company signed a multi-year sleeve deal and becomes Principal Partner and Official Business Payments and FX Partner. Its logo goes on the home, away and third kits of the men's, women's and academy teams. It debuted against Tottenham at Stamford Bridge on 24 October. (Chelsea FC)
Scalpers × Valencia CF. The Spanish fashion brand will dress Valencia's first team on its travels this season and next: players, coaching staff and directors. It has designed a collection based on the club's identity. Scalpers already dresses Alavés, Real Sociedad, Espanyol and Sevilla. (2Playbook)
Capital.com × Davis Cup. The trading platform is the Official Trading Platform Partner of the Davis Cup by Generali Final 8, in Bologna, 24–29 November. It is a multi-year deal and the brand's first in tennis. Capital.com will have its own space in the fan zone. (FX News Group)
Boss Parfums × Hyrox. Coty's Boss Parfums signed a multi-year partnership with the fitness race series in six European markets, Spain among them. It is tied to the launch of Boss Bottled Beyond in the same markets. On race days there will be brand booths, product sampling and experiences for athletes. (Cosmetics Business)
What the month tells us
Sport opens new markets. Siroko uses an NBA team to grow outside Spain. Mahou uses its Real Madrid deal to take a new drink to the Middle East and Africa. The team is the passport, the market is the goal.
Brands go deep in one sport. FAGE already works with the US Open, the LTA, the ATP Finals and the Davis Cup, and now adds the WTA (2Playbook). Scalpers adds a fifth LaLiga club. Lidl has been in handball since 2017. Repeating a sport builds recognition with the same fans.
Deals reach beyond the men's first team. Mahou includes the women's team and basketball. Sokin covers the women's and academy teams. Lidl covers the men's and women's Worlds and the youth events. More of the club, more of the season.
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Cover photo: Real Madrid, from the club's announcement.
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