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EnglishHow Sports Interactive Works With Partners and Brands
Updated
Sports Interactive (SI) approaches partnerships and brand collaboration through two distinct tracks: commercial partnerships and brand licensing. The studio's own site separates these into a "Partners" section and an "Our Brand" section, signalling that these are managed as different relationships. If you are a brand, league, club, or business looking to work with SI, the practical first step is to identify which track fits your goal — a commercial collaboration or a use of SI's brand assets — because the entry points and the rights involved are not the same.
Two partnership tracks
1. Commercial and licensing partners
SI describes itself as "the world's leading developer of sports management simulations" and states that its games "don't just emulate sport, they shape it." This framing matters for partners: SI positions its titles as part of sports culture rather than as standalone products. Partnerships therefore tend to sit at the intersection of sport, licensing, and culture — for example, the real-world leagues, clubs, and competitions that appear in its simulations.
The site's "Partners" section is the dedicated entry point for organisations that want to explore this kind of relationship.
2. Brand and trademark use
"Our Brand" is a separate section, which indicates that requests to use SI's brand identity are handled distinctly from commercial partnerships. This is consistent with the legal notice on the site, which states that Football Manager, the Football Manager logo, Eastside Hockey Manager, the Eastside Hockey Manager logo, Sports Interactive, and the Sports Interactive logo are trademarks or registered trademarks of Sports Interactive Limited.
If your interest is in referencing, co-branding with, or licensing these marks, that falls under brand use rather than a general partnership enquiry.
What the site tells you about SI's positioning
| Signal from the site | What it means for a potential partner |
|---|---|
| "True to the Game" and "immersive parallel gaming worlds" | SI frames its value as authenticity and depth, not mass-market reach alone |
| "Award Winning" | Commercial success and awards are part of the pitch |
| "Fuelled by the Passion of Fans" | Fan engagement is central to how SI describes its audience |
| "we're part of sports culture" | Partnerships are framed around cultural relevance in sport, not just product placement |
| Separate "Partners" and "Our Brand" sections | Different relationship types are managed through different channels |
Corporate context that affects partnerships
SI operates as a studio within a larger publishing structure. The site states that its games are published by SEGA Europe Limited and developed by Sports Interactive Limited. For a potential partner, this means the commercial structure around any deal may involve both the developer and the publisher, depending on the nature of the collaboration.
SI is also a registered company with a stated registered office: Sports Interactive Limited, Building 12, Chiswick Business Park, 566 Chiswick High Road, London, W4 5AN, United Kingdom. This is the kind of detail you would need for formal correspondence or contracting.
How to start a partnership conversation
- Decide which track applies. If you want to collaborate commercially — for example, around a league, club, or sports brand — look at the "Partners" section. If you want to use SI's brand or trademarks, look at "Our Brand."
- Check the legal position first if you plan to use any marks. The site's legal notice lists the specific trademarks owned by Sports Interactive Limited, and notes that all other company names, brand names, and logos belong to their respective owners. Using any of these without permission is not implied by the site.
- Use the site's contact route. The site lists "Contact" alongside "Partners" and "Our Brand" in its navigation, which is the general channel for reaching the studio.
- Expect the publisher to be involved where relevant. Because SEGA Europe Limited publishes SI's games, commercial arrangements may need to account for that relationship.
What the site does not specify
The site does not publish partnership terms, revenue models, application forms, or eligibility criteria for partners. It also does not state whether partnership enquiries are open to all organisations or only to specific categories such as sports leagues and clubs. Any specific commercial terms would need to be established directly with SI.
A practical example
Suppose a national football league wants its competition represented in a future Football Manager release. Based on the site's structure, this is a commercial/licensing partnership rather than a brand-use request, so the "Partners" route is the relevant one. The league would also need to consider that the game is published by SEGA Europe Limited, which may be part of the commercial conversation. If, instead, a media company wanted to use the Football Manager logo in its own marketing, that would fall under "Our Brand" and would require permission, since the logo is a trademark of Sports Interactive Limited.
Bottom line
SI splits partner-facing activity into commercial partnerships ("Partners") and brand/trademark matters ("Our Brand"), with "Contact" as the general route in. Its self-description as part of sports culture, and its structure as a developer published by SEGA Europe Limited, are the two facts most likely to shape how a partnership is framed. The site does not publish terms or eligibility, so specific arrangements have to be discussed directly.