Chinese consumer electronics brand Ugreen has made its first foray into sports sponsorship after securing a new partnership with the New England Patriots American football franchise.
Under the agreement, Ugreen becomes the team’s official technology accessory partner for the 2026 NFL season as it looks to boost its visibility in the North American market.
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The partnership will see Ugreen showcase its portfolio of charging products, as well as its SynCare AIoT Series, which is due to make its commercial debut during the 2026 campaign, capitalizing on the NFL’s large audience.
The company will gain prominent physical and digital presence during the partnership, including at the NEP’s home venue, Gillette Stadium, where it will stage tech activations. On the digital side, Ugreen will feature across the franchise’s media and social channels.
The new deal comes as Ugreen looks to boost its brand visibility in North America, having entered the market in 2014 and gaining a significant position within the charging, connection, and consumer storage sectors.
Jeff Deline, chief revenue officer at Kraft Sports + Entertainment, parent company of the NEP and Gillette Stadium, said: “Ugreen has a strong track record of innovation that will enhance how fans stay connected on game day and beyond.
“As we continue to elevate the fan experience at Gillette Stadium and across our digital platforms, this partnership creates new opportunities to engage Patriots fans in meaningful and impactful ways.”
Meanwhile, fellow NFL franchise, the Kansas City Chiefs, have secured a new regional partnership with spirits brand Three Sixty Vodka in the DACH region as the team continues to expand its presence globally.
The agreement, covering Germany, Austria, and Switzerland, will see Three Sixty Vodka carry official KCC marks on limited-edition bottles celebrating the brand’s 60th anniversary.
The partnership will also include a sweepstakes offering exclusive experiences to German fans, including a chance to win tickets to the 2026 NFL regular-season game in Germany, a trip to see a KCC home game in the US, and official merchandise.
Kellen Begnoche, KCC’s vice president of partnership strategy, said: “This partnership with Three Sixty Vodka represents a meaningful step forward as we continue to grow Chiefs Kingdom in Germany.
“By combining retail visibility, fan experiences, and on-the-ground activations, the collaboration allows us to engage fans in new ways while celebrating a milestone year for an established global brand.”
The deal was brokered by international sports marketing agency Sportfive, the commercial partner of the KCC in Mexico, Spain, and the DACH region (Germany, Austria, and Switzerland), as part of the NFL’s International Market Area program.
Having partnered in an initial deal in 2022 covering only the German market, the pair extended their agreement until 2028, while also adding Spain and Mexico to Sportfive’s remit.
Under the partnership, the Chiefs utilize the agency’s marketing, media, brand consulting, and sponsorship sales experts to bolster its visibility in those markets.
