Five Partnerships That Signal Change
A recent tour of the global marketplace has led us to a series of deals that are more than just business transactions—offering a glimpse into the future of partnership marketing. From the heartland of American soccer to the global stage of badminton and the world of live music to the inclusive spirit of the Special Olympics, these five sponsorships are rewriting the rules of engagement for brands and rights holders alike.
In Kansas City, a transformational, not symbolic, partnership move took place. The Kansas City Current, a women’s professional soccer team, announced a historic naming rights agreement with Canadian Pacific Kansas City (CPKC) for the first stadium in the world purpose-built for a women’s team. The 10-year deal, reportedly valued at over $20 million, will see the CPKC name emblazoned on a new 11,500-seat stadium set to open in 2025. The partnership is more than signage; it’s about legacy and leadership. “This moment will inspire generations,” said KC Current co-owner Angie Long. “CPKC’s commitment is a testament to the power of investing in women’s sports.” For CPKC, the partnership is a bold declaration that investing in women’s sports is not just the right thing to do—it’s a smart business move that can shape culture and community for generations.
Meanwhile, in financial services, Bank of America sponsors the 2026 Special Olympics USA Games in Minneapolis-St. Paul is setting a new standard for purpose-driven partnerships. While financial terms were not disclosed, the deal is believed to be in the multi-million dollar range. It includes presenting sponsor status, extensive branding, and venue activation rights. Bank of America will mobilize thousands of employees as volunteers, support athlete travel and training, and amplify athlete stories through national media campaigns. “We’re proud to stand with the Special Olympics athletes and help create a more inclusive world,” said Andrew Plepler, Bank of America’s Global Head of ESG. The bank’s approach is a blueprint for how sponsorship can be a force for good, blending business objectives with authentic social impact.
The Phoenix Mercury, one of the WNBA’s most storied franchises, also made headlines with the Mountain America Performance Center unveiling. The multi-year partnership with Mountain America Credit Union, valued at an estimated $5 million, is about more than naming rights; it’s about investing in the future of women’s basketball. The new 50,000-square-foot facility will support athlete development, community programming, and financial education initiatives. “This partnership is about building a legacy for our athletes and our city,” said Vince Kozar, President of the Phoenix Mercury. Mountain America will also become the team’s official credit union, with exclusive in-arena activations and digital content.
7-Eleven’s new partnership with Live Nation is a masterclass in experiential marketing and digital integration in live entertainment. The three-year deal, worth $10 million, will see 7-Eleven become the “Official Convenience Store of Live Nation” and activate at more than 100 venues and 30 major festivals across North America. Fans will encounter 7-Eleven-branded lounges, fast-lane entry, and exclusive “Slurpee Sessions” pop-up concerts featuring surprise artists. The 7-Eleven app will unlock ticket presales, VIP upgrades, and digital scavenger hunts, while in-store promotions will tie back to the live music experience. “We’re bringing the convenience and excitement of 7-Eleven to the live music experience,” said Marissa Jarratt, 7-Eleven’s Chief Marketing Officer. The partnership is designed to create a seamless journey from store to stage, leveraging both brands’ massive reach and data-driven insights to deliver personalized fan experiences.
Finally, on the global stage, BK8’s sponsorship of the Badminton World Federation’s Major Championships is a testament to the sport’s rising profile and the power of digital engagement. The two-year deal, valued at $8 million, covers title sponsorship of the Sudirman Cup, World Championships, and World Tour Finals, with BK8 receiving prominent branding, digital content rights, and exclusive VIP hospitality packages. “We are thrilled to continue our collaboration with BWF, a partnership that reflects our dedication to excellence and innovation in sports,” said Michael Gatt, Managing Director of BK8. The partnership is not just about exposure—it’s about building a deeper connection with the badminton community and positioning BK8 as a true stakeholder in the sport’s future.
Recently, SponsorshipX chatted with a longstanding Special Olympics partner who called the property the hidden gem of their portfolio. In a way, each of these deals puts a spotlight on hidden gem opportunities—the types of opportunities that savvy brand marketers seek in today’s crowded landscape. Whether it’s a first-of-its-kind stadium, a new model for digital fan engagement, or a purpose-driven alliance with a global movement, these partnerships show that the future belongs to those willing to look beyond the obvious and invest in platforms with untapped potential. The next era of sponsorship will be defined not just by reach but by the courage to champion the overlooked, the underappreciated, and the truly transformative.