Latest Sports Partnerships: Crystal Palace, Laver Cup, and More

Crystal Palace has entered into a commercial partnership with NordVPN, establishing the cybersecurity firm as the club’s Official VPN Partner to promote digital awareness and online safety among supporters. According to the club, the collaboration will feature digital campaigns designed to educate fans on personal data protection, device security, and internet connection encryption.

The initiative aims to help supporters manage everyday online risks such as malware, phishing attempts, account compromise, and tracking by utilizing virtual private network services and cybersecurity tools. Paul O’Brien, Chief Commercial Officer at Crystal Palace, noted the growing digital interaction between fans necessitates heightened focus on online privacy.

“NordVPN is a globally recognised leader in its field, and we are pleased to welcome them to Crystal Palace,” Paul O’Brien stated, according to club materials. “Through this partnership, we hope to provide our supporters with useful and accessible information that helps them better understand online risks and take straightforward steps to protect themselves and their personal information.”

Bob Brinklow, NordVPN Country Manager for the UK, highlighted the community alignment behind the agreement. “At NordVPN, we believe that strong partnerships are built around shared values, trust and meaningful connections with communities,” Bob Brinklow said, as sourced from club announcements.

Laver Cup Secures JAB Insurance Through 2027

In tennis, the Laver Cup has signed a global sponsorship agreement with JAB Insurance, making the firm the official insurance sponsor through to 2027. The two-year partnership kicks off at Laver Cup London 2026, scheduled to take place at The O2 from September 25 to 27.

Under the terms of the deal, JAB Insurance receives category exclusivity across insurance, reinsurance, insurance brokerage, insurtech, and risk-transfer services, with branding featured prominently across the venue, including on the umpire’s chair. This agreement marks the company’s first global sports sponsorship.

The tournament returns to the London arena after previously hosting the 2022 competition, which featured Roger Federer’s final competitive match alongside Rafael Nadal for Team Europe. For the upcoming 2026 edition, Team Europe will be led by Yannick Noah and features Carlos Alcaraz, Alexander Zverev, Flavio Cobolli, Rafael Jodar, Jakub Mensik, and Casper Ruud. Team World will be captained by Andre Agassi and includes Ben Shelton, Alex de Minaur, Taylor Fritz, Learner Tien, Alexander Bublik, and Tommy Paul.

“We are excited to welcome JAB Insurance as a sponsor of the Laver Cup,” said Steve Zacks, Laver Cup CEO, via official announcements. “JAB Insurance is building a business founded on trust and long-term relationships, values the Laver Cup shares, making this a natural fit.”

Champ Rugby Expands Free-to-Air Broadcast Reach

English rugby union’s second tier is expanding its television presence following a pilot agreement between Clubber TV, Hearst Networks, and Elior Champ Rugby. Selected fixtures will be broadcast live on the free-to-air channel BLAZE and streamed simultaneously on Clubber TV throughout the 2026/27 season.

Coverage begins on September 20 with the fixture between Cornish Pirates and Doncaster Knights. Nine matches have been selected for the broadcast pilot, involving clubs such as Cornish Pirates, Doncaster Knights, Hartpury, Blackheath, Ealing Trailfinders, Richmond, Rotherham Titans, Worcester Warriors, Ampthill, Nottingham, and Chinnor.

The initiative arrives after a campaign that saw nearly 400,000 spectators attend matches alongside 12.6 million social media video views. Simon Gillham OBE, Chair of Champ Rugby Board, emphasized the significance of the deal for audience accessibility.

Elior Champ Rugby receives wonderful news here, which will present the division’s finest action to a broader viewership. Our goal is to ensure the competition reaches the widest possible audience, and this supplementary broadcast makes Champ Rugby the exclusive weekly free-to-air rugby option on British TV.

Simon Gillham OBE, Chair of Champ Rugby Board

Brentford FC and Leeds United Announce Commercial Updates

Brentford FC has secured a two-year agreement with Triangle Tyre to designate the company as the club’s inaugural official tyre partner. Triangle Tyre will receive in-stadium brand exposure at the Gtech Community Stadium, supplemented by player-led content and matchday hosting, with Stapleton’s Tyre Services acting as the local delivery partner in the UK.

Leeds United has extended its partnership with HR and payroll platform Employment Hero for the 2026/27 campaign. Employment Hero will rebrand the Legends Club hospitality suite—marking the first time a club partner has taken over the space—to serve as a networking hub and matchday venue for local small businesses.