THE BRAND COLLABORATION WIRE
Follow the brands making something together. Explore related events in Calendar, places in Globe and collections in Swag Bag.
BRAND COLLABORATIONS
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BRAND COLLABORATIONS
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BetterHelp and Cybersmile provide mental-health support, free therapy for people in need, awareness campaigns and educational resources for people affected by cyberbullying, online abuse and digital harm.
MG announced that it is the official automotive partner of the Royal Yachting Association and the British Sailing Team, including member benefits and brand visibility across sails, apparel and digital channels.
Lufthansa and Fraport inaugurated the “Gate of the Future” at Frankfurt Airport. Gate A16 serves as a test environment for future gate concepts, including digital services, real-time information and revamped waiting areas.
China Southern Airlines’ official partnership material identifies a strategic cooperation agreement involving Chongqing Airlines and the People's Government of Tongnan District, including resource sharing, joint marketing and digital transformation.
ATP Tour and Infosys extended their digital innovation partnership through 2028, including a bespoke content series using tennis data, insights and match statistics.
Hyeja engaged 1/1 Studio to create its brand identity, bilingual typographic system, website, e-commerce experience and digital assets.
The official Paris-Roubaix partners page identifies a broad partner programme. It describes Capgemini as official technology partner supporting digital transformation, data, AI and fan experience across ASO cycling races, and names Škoda, Castelli, Adecco, Kawasaki and Ecologic in official partner or supplier roles.
Ariston announced a regional relaunch anchored by a partnership with three-Michelin-star chef Massimo Bottura, who is identified as the brand ambassador. The campaign spans digital, social, PR and retail activity across the Middle East and Africa.
NYCFC and SmileDirectClub created fan engagement activities, a player meet-and-greet sweepstakes, co-created digital content, and a ticket voucher promotion tied to SmileDirectClub retail locations.
BetterHelp and the Cybersmile Foundation partnered to expand access to mental-health support for people affected by cyberbullying, online abuse and digital harm, including free therapy for those in need.
Seabourn and PressReader provide guests with daily digital newspaper access through the ships' local mobile network and the PressReader application, including more than 2,500 available newspapers.
Accolade and Noom joined forces to provide employers with an obesity-management solution combining Noom's digital behavior-change platform with Accolade physicians and care.
easyJet and easyJet holidays launched a passport-cost initiative and co-created a digital short with Peppa Pig and her family to provide infant-travel advice.
Canali and NABA created an immersive anniversary experience combining physical artistic expression with AI-generated digital work.
LALIGA joined StreamSafe, an international alliance promoting safe and legal content consumption through a campaign to be rolled out across stadiums, platforms, cinemas, media outlets, and digital channels.
TGR Haas F1 Team announced a multi-year official partnership with TENEX.AI. TENEX.AI will provide cybersecurity operations and threat detection across the team's digital infrastructure, with branding on the VF-26 engine cover and halo and expanded apparel and F1 Academy assets from 2027.
The Chicago Bears and PNC Bank selected That's Caring as the second business recognized through the 2026 Small Business All-Pros program. The Bears planned digital, social, marketing and gameday exposure for the company during the program period.
Aktif Bank states that its digital banking brand N Kolay has acted as title sponsor of the Istanbul Marathon, while the official marathon site identifies the 2026 edition as the Türkiye İş Bankası 48th Istanbul Marathon.
DIGI and Deportivo Alavés signed an agreement continuing DIGI as the club's official sponsor for the upcoming season, extending the relationship through 2026.
Balmain partnered with American fashion-technology company Bods to integrate 3D digital try-on into its online sales site.
Abercrombie & Kent worked with New York-based design agency King & Partners to develop its refreshed visual identity, including a new monogram and updated digital presence.
Aisha Chottani reports a holiday collaboration between Moment and Loftie centered on Flowers with Powers, a nature-inspired puzzle designed to encourage digital-detox and mindful connection.
Banyan Tree Bintan’s Wellbeing Sanctuary partnered with Intellect to provide guests with an end-to-end mental wellbeing solution through a single app.
Out of Bounds Studio collaborated with Zealous Agency on branding, website, motion graphics, merchandise and digital content.