If you’re a brand looking at sport in 2026, it’s becoming clearer that visibility alone isn’t the point anymore.
There’s been a noticeable change in the types of sport partnerships being announced as we head into the year ahead. Not louder deals or bigger numbers necessarily, but a shift in where brands seem to think sport is most useful. The question is whether these early moves point to what the next phase of sponsorship actually looks like.
A handful of partnerships announced in January feel like early indicators. They provide useful clues about how brands are starting to approach sport differently – less as a channel for exposure, and more as a place to build presence, relevance, and cultural weight.
One clear signal is a move towards lifestyle integration. McLaren’s switch to Puma as its global kit, apparel, and footwear partner isn’t just about race-day uniforms. It’s about products that sit comfortably in everyday life – streetwear-led drops, driver-fronted storytelling, and merchandise designed to travel well on social. The partnership treats fans less like spectators and more like actual participants: people who wear the team with pride and fold it into their own identity.
