Arsenal Capital Partners

EA Sports FC Leverages Visa Partnership During World Cup

EA Sports FC 26 has launched a partnership with Visa that integrates the payment brand into in-game World Cup–themed features without using the FIFA name. The collaboration adds limited-run mechanics such as squad-building challenges that reward players with opportunities like attending a Visa Live Event and playing with Jorge Campos, a Visa ambassador and former Mexico goalkeeper. EA says players spend about 8 billion hours per year in the franchise. The move follows EA’s split from the FIFA-branded license in 2022 and represents a brand-sponsorship activation designed to capture soccer interest around the World Cup.

Stanley 1913 Expands Products, Sports Partnerships, Internationally

Stanley 1913 is broadening beyond its viral Quencher tumbler in 2026 by expanding into mobility and storage products, growing internationally, and deepening sports partnerships. Between mid-February and mid-April 2026 the brand launched the Vitalize Collection (backpacks, totes, shaker bottles), the Clutch Bottle, and the Flowstate Spring Bottle. Stanley — part of parent PMI WW Brands, LLC — is prioritizing international expansion in markets including the U.K., Germany, Spain, France, Japan, China, Korea, Australia and New Zealand, and is partnering with football clubs (Arsenal, Juventus) and athletes (Leo Messi, Caitlin Clark, Nelly Korda, Collin Morikawa). Consumer Edge data shows volatility in U.S. DTC sales after pandemic-driven growth; Stanley had rapid revenue growth from 2019 to 2023 but DTC spend fell in 2025. The company cites strong early sell-through for new products while noting supply-chain issues such as tariffs on recycled stainless steel.

UK Gambling Sponsorship Ban Opens Premier League Inventory

A voluntary U.K. front-of-shirt ban on gambling sponsorships is freeing up Premier League shirt inventory as gambling brands exit, creating opportunities for non-gambling consumer and tech sponsors. The shift comes while clubs — some already re-signed with new partners — compete for replacements, and a government consultation may further limit gambling sponsorships. Industry research shows sponsorship is a material part of marketing spend but that many CMOs struggle to quantify its value, increasing demand for measurement solutions. Sports-specialist adtech and analytics firms (e.g., ReloMetrics, GSIQ) and consultancies are being used to track exposure and ROI, while brands and CFOs press CMOs for clearer attribution and shorter-term returns alongside traditional brand-building metrics.