My favorite sports partnerships

The sports industry runs on the many different sponsors and partners that fund each team and organization. Here are my favorite sports partnerships that I have seen, and why I think they are great marketing examples.

---

1. F1 Academy x Hello Kitty

   For its last race of its 2025 season, F1 Academy, the female-only Formula 4 level racing division, partnered with Hello Kitty, known as the global icon of friendship. This partnership involved many different activations such as Grandstand tickets, merchandise, a pop-up Hello Kitty cafe etc.

   
   

   I think that this was such an amazing partnership for F1 Academy because it really highlights the the "new-ness" of the league with the fresh, pink visuals that the character and the Hello Kitty universe is known for. I thought it was so smart to design the characters in a racing suit with trophies as well. This partnership brought a feeling of whimsy to the usual serious vibe that Formula One and the motorsport is known for. I really enjoyed seeing this collaboration come to life!

F1 Academy X Hello Kitty Promotion Design

2. NFL X Gatorade

   The National Football League (NFL) and Gatorade have been in a long-lasting partnership for over four decades now. In my opinion, it's crazy to see a partnership last so long, so clearly this one is doing things right.

   
   

   I think this partnership is cool to study because of the traditions and experiences that have come from it. The iconic "dunk celebration," where players dump a Gatorade cooler filled with either Gatorade or water over the head of the winning team's coach is one of my favorite things to watch. The subtlety of the Gatorade logo being shown as this experience is played out contributes to viewers' opinions on the drink. This partnership is very strong, and I hope that it continues because it is such a great example of marketing longevity.

The moment when the Seattle Seahawks coach received a Gatorade bath after their win in the Super Bowl XLVIII.

3. Michael Jordan X Nike

   I can't talk about great sports partnerships without mentioning the most successful athlete partnership to exist: Michael Jordan and Nike. Before this deal, and honestly still today, companies do not invest millions of dollars into a single person, but Jordan's agent convinced Nike to sign him. Since then, Nike created a subsidiary for the Jordan brand of shoes and other gear, from which Michael Jordan still receives payment today.

   
   

   Similar to the NFL X Gatorade partnership, I think this partnership is so cool to think about because of its longevity and the fact that Jordan redefined branding in the industry. The shoes are stylish and are worn by many, which is a great way to combine sport and fashion, something that is seen in the industry all the time.

Left: Michael Jordan in action. Right: Michael Jordan with a pair of Jordans.

---

Those are my three favorite sports partnerships that I believe are great marketing examples, whether it be the vibes they give off or the impact they have had on people since the finding of the partnerships. Sports partnerships will continue to form and break, so analyzing them will always be something I find plenty of fun in!