Fulham, Beckham & F1: Weekend Roundup

Sports Partnerships Surge: From Fulham’s Wellness Tech to Fanatics’ Beckham Deal

A wave of strategic partnerships is reshaping the sports landscape, with teams and organizations increasingly leveraging collaborations to enhance performance, fan engagement, and revenue streams. Recent announcements span diverse sectors, from player recovery technology to collectible memorabilia and innovative fan experiences.

Key Takeaways:

• Wellness Integration: Fulham Football Club is pioneering a holistic approach to player wellbeing.
• Collectible Boom: David Beckham’s exclusive partnership with Fanatics signals a growing market for sports memorabilia.
• Fan-Centric Campaigns: Heineken’s ‘Fans Have More Friends’ initiative highlights the power of shared passion in building community.

Fulham FC Invests in Player Recovery with BON CHARGE

Sports recovery is taking center stage as Fulham Football Club announced a partnership with wellness technology brand BON CHARGE. The agreement designates BON CHARGE as the club’s official red light recovery and overall recovery partner. BON CHARGE’s suite of technologies – including red light therapy, Pulsed Electromagnetic Field (PEMF) technology, infrared saunas, and blue light shielding – will be integrated into the team’s performance and recovery programs to optimize player preparation.

The collaboration extends beyond the pitch, encompassing the wider Fulham Pier development. BON CHARGE will offer recovery treatments at the new spa, integrate its products into the Fulham Pier Hotel, and host wellness events for members. The brand will also gain visibility at Craven Cottage during matchdays. “We’re excited to welcome BON CHARGE as a partner across Fulham FC and Fulham Pier,” stated a senior club official. “This partnership reflects our commitment to innovative, future-focused collaborations, combining elite performance with progressive wellbeing experiences.”

Fanatics Secures Exclusive Deal with David Beckham

In the realm of sports collectibles, Fanatics has landed a major coup, forging an exclusive partnership with football icon David Beckham. The agreement grants Fanatics sole distribution rights to Beckham’s entire range of memorabilia and collectibles, including autographed items, inscribed pieces, trading cards, and exclusive appearance opportunities.

This marks the first collaboration between the two entities, with the inaugural card from the partnership slated for inclusion in the 2026 Premier League Chrome collection, scheduled for release on February 5th. Beckham joins a prestigious roster of athletes and organizations already partnered with Fanatics Collectibles, including the English Premier League (signed in 2025), UEFA Club Competitions (since 2015), Major League Soccer (since 2012), and the Bundesliga (since 2008).

Heineken Connects Fans Through ‘Fans Have More Friends’

Brewing giant Heineken is tapping into the social power of sports fandom with the launch of its new global sponsorship platform, ‘Fans Have More Friends.’ The initiative uniquely integrates Heineken’s portfolios in football, Formula 1, and music, aiming to foster real-world connections among fans.

To launch the platform, Heineken partnered with YouTuber Zac Alsop for a social experiment in New York City on January 28, 2026. The activation invited strangers to watch a UEFA Champions League match with an Australian expat, resulting in hundreds of attendees and a surprise appearance by former German international Bastian Schweinsteiger. Research commissioned by Heineken revealed that 75% of fans believe their fandom has facilitated new friendships. A television advertisement featuring Formula 1 driver Max Verstappen, footballer Virgil Van Dijk, and DJ Martin Garrix will debut in the USA before expanding to 50 additional markets. “Fandom has an incredible ability to bring people together,” explained a global Heineken executive. “This platform is about turning shared moments into real connections.”

Lucozade Fuels Manchester City Partnership

Manchester City has announced a multi-year partnership with sports drink brand Lucozade, designating it as the club’s official sports drink partner. Lucozade branding will be prominently featured across matchdays, training sessions, and performance areas at the Etihad Stadium, Joie Stadium, and City Football Academy.

The integration will extend to all domestic home fixtures and training environments for the men’s, women’s, and academy teams, including product placement on player bottles and ice coolers, as well as LED advertising during matches. “Lucozade is a natural fit to partner with the club,” said a representative from City Football Group. “We’re excited about the opportunities this partnership brings as we continue to strengthen our elite performance environment.”

Historic Naming Rights Deal for Derry GAA

In a landmark agreement, Derry GAA has secured a multi-year naming rights partnership with Find Insurance, marking a first for the county. The deal renames the county’s two primary venues as Find Insurance Celtic Park and Find Insurance Owenbeg.

The partnership provides Find Insurance with brand visibility across digital platforms, broadcast references, and stadium signage. Celtic Park, with a capacity of over 16,000, and the Owenbeg Derry GAA Centre, which hosted the 2023 GAA World Games, are both included in the agreement. “We are incredibly proud to partner with Derry GAA,” stated the Managing Director of Find Insurance. “We are excited to play a role in helping Derry GAA continue its journey of growth and excellence.”

Arnold Clark Renews Support for Scotland Women’s National Team

The Scotland Women’s National Team will continue to benefit from the support of Arnold Clark, with the independent car retailer renewing its sponsorship agreement. The brand’s logo will remain on the lapels of the women’s playing kit as the team prepares for the FIH World Cup Qualifier in Hyderabad, India, from February 8th to March 14th.

“Having a partner of this calibre behind us provides a fantastic boost,” said the Scottish Hockey CEO. “Their backing helps drive our ambitions and reinforces our commitment to growing the women’s game in Scotland.”

Table Tennis England and CMG Forge Cultural Exchange

Table Tennis England has signed a Memorandum of Understanding (MOU) with China Media Group (CMG) to enhance participation and engagement in the sport. The agreement, signed during a UK government visit led by Prime Minister Sir Keir Starmer, will leverage CMG’s extensive network – comprising 51 television channels, 22 radio frequencies, and a global reach of over 680 million users – to promote Table Tennis England events.

The MOU also aims to foster cultural exchange through training opportunities and professional exchanges between players and table tennis professionals in China and the UK. This partnership underscores the growing importance of international collaboration in sports development.