Daily Mail journalists select and curate the products that feature on our site. If you make a purchase via links on this page we will earn commission – learn more
The consumption of sport has changed remarkably over the previous two decades as more and more events become available to watch thanks to multi-million-pound deals from various avenues.
This has not just allowed sports fans to consume more sport on TV, but also to access more products with elements such as brand deals and collaborations coming into play.
That in turn has allowed sports stars to earn even more off the pitch in addition to salaries paid by their teams as brands seek to secure extra revenue stories.
But which are the most eye-catching to have taken place over the last few years?
Read on below for a list of some of the most eye-catching brand deals to have been struck by teams, brands and elite athletes.
Kylian Mbappe x Nike
Kylian Mbappe has released a new boot range with Nike to celebrate his career achievements to date
Earlier this month, Real Madrid and France star Kylian Mbappe was confirmed as a partner of Nike for the release of a new range of boots that have only just been made available around the globe.
A custom gold-lined logo on the heel serves as a nod to Kylian’s first ‘Rising Fire’ player-edition boot, while graphic elements inside the logo recall his 2022 ‘Roots’ model.
A graphic on the lateral Swoosh is a nod both to his hometown and his 2019 ‘Bondy Dreams’ boot, while the medial Swoosh sports the look of a lightning bolt, reminiscent of his 2020 ‘Rosa’ model.
Meanwhile, an inset flame graphic calls to mind his ‘Flames’ footwear from 2021.
Mbappe said: ‘I feel blessed to have my own design with this new Nike player-edition model, especially on a boot that’s been with me for almost my entire career’.
‘Having my own player edition means a lot to me and it gives me energy to go for the goals I want to achieve’.
PSG x Jordan
Paris Saint-Germain have made good use of being in one of the world’s fashion hotspots by collaborating with Jordan
Being based in the French capital of Paris – which is one of the world’s fashion hotspots – makes Paris Saint-Germain an ideal club to take advantage of the increasing overlap between fashion and football in recent years.
The collaboration, which began in 2018, sees Michael Jordan’s brand design and produce co-branded items that have included club kits and boots.
In January, the club launched a partnership with Jordan Wings which ‘challenges the status quo and brings forward the defiant attitude that’s shaped their standing among the standard bearers of sport’.
The collection was launched at an exclusive pop-up event during Paris Fashion Week earlier this year but some products are still available to purchase online.
Raheem Sterling x Gillette
Raheem Sterling was part of the new-look Gillette Labs product when it launched in 2022
While you might know it best in recent times for its catchy jingle The Best A Man Can Get by Tom Grennan, Gillette has partnered with a number of high-profile athletes to promote their products.
They have arguably not had a more successful partnership than that with former Manchester City star Raheem Sterling.
He has been affiliated with the world-renowned shaving and skincare brand since 2019.
Since then, he has appeared in various adverts, including the promotion of the Gillette Labs range, which launched in 2022.
Loop earplugs x McLaren
McLaren have gone with a slightly more left-field collaboration by partnering with Loop earplugs (sported by Oscar Piastri)
In a slightly more unconventional collaboration, Formula One giant McLaren has partnered with Loop earplugs – a brand that creates the product for a range of situations including loud environments and for sleeping.
Announcing the news on its website at the time, a statement from Loop read: ‘The partnership introduces the McLaren Formula 1 Team x Loop Switch™ 2, designed to give team members precise control over their sound environment.
‘With three distinct volume modes, these innovative earplugs help optimize focus and recovery during the demanding Formula 1 season.
‘That’s why McLaren has partnered with Loop as its first-ever official earplug partner – showing how precise sound control can be a vital tool for elite performance.’
Jude Bellingham x Lucozade
Jude Bellingham has launched a new Lucozade flavour of Ice Kick, which features his name on the bottle
Jude Bellingham has cemented himself as a household name in world football, despite still only being 21 years of age.
Along with being a star for England and Real Madrid, he is making waves for sports beverage drink brand Lucozade by launching its new Ice Kick flavour.
Ice Kick, a blend of zesty and citrus flavours, features Jude’s celebration on the front of the bottle, while its name is also a nod to his clutch performances at Euro 2024.
Speaking on the partnership, Bellingham said: ‘I’m so excited to launch Lucozade Ice Kick. I’ve loved being involved in creating this new drink – when my brother and I were younger, we would always grab a Lucozade from the shop before training and it’s always the first drink I reach for today.
‘To now be able to launch my very own drink with this iconic brand is a surreal moment. Ice Kick has my favourite flavours so I’m sure you’ll love it as much as I do!’
