UGREEN lands first sports deal with New England Patriots

UGREEN has signed a partnership with the New England Patriots, becoming the team's Official Technology Accessory Partner and the official partner of Gillette Stadium for the 2026 season.

The agreement is the consumer technology company's first sports partnership anywhere in the world and gives it a new marketing platform in North America.

Under the deal, UGREEN will have a presence at preseason and regular-season home games at Gillette Stadium through fan activations in the stadium's activation zone. The brand will also appear across the Patriots' digital and social channels, extending its reach to supporters in the venue and online.

UGREEN plans to use the partnership to showcase products from its charging range and its SynCare AIoT Series, which is due to make its commercial debut during the football season.

The tie-up connects a consumer electronics brand that has been raising its profile in the US and wider North American market with one of the National Football League's best-known franchises. For UGREEN, it provides access to a large sports audience at a time when technology brands are increasingly using team and venue deals to boost consumer visibility.

"Partnering with the New England Patriots reflects a shared commitment to high performance, innovation, and excellence," said Samuel Zhang, Chairman and Founder of UGREEN. "The Patriots are a globally recognized sports franchise with a long and storied history of success. 'Bring Your A-Game' reflects how we believe technology should help people perform at their best in every moment, whether in the stands or at home, connecting fans to every play and every victory."

Stadium reach

The Patriots and Gillette Stadium sit within Kraft Sports + Entertainment's commercial network, giving sponsors access to matchday branding, venue activations and team-owned media. Here, the focus is on fan-facing technology displays and digital engagement rather than naming rights or shirt branding.

Jeff Deline, Chief Revenue Officer at Kraft Sports + Entertainment, said the partnership is designed to support fan engagement across multiple settings.

"UGREEN has a strong track record of innovation that will enhance how fans stay connected on game day and beyond," Deline said. "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."

The announcement also highlights the growing role of consumer device makers in sports sponsorship, a space long dominated by financial services, automotive groups, telecoms companies and drinks brands. Accessories makers are increasingly seeking direct exposure to consumers at live events, where demand for charging, connectivity and mobile device use is constant.

North America push

UGREEN entered the North American market in 2014 and has since expanded across charging products, connectivity devices and consumer storage. It says it ranked first globally in 2025 in expansion accessories and consumer NAS shipments.

That background helps explain the broader significance of the Patriots agreement. A tie-up with a major NFL franchise can give an international consumer brand a more recognisable profile in the US, where sports partnerships often serve as a shortcut to mainstream awareness.

As the Patriots' home venue, Gillette Stadium gives UGREEN access to in-person audiences throughout the season, while the club's digital properties extend that exposure beyond matchday. The campaign will run across both physical and digital channels, keeping the brand visible during games and in fans' online interactions with the team.

Founded in 2012, UGREEN says it operates in more than 180 countries and regions and serves more than 300 million users. The Patriots partnership adds a sports marketing element to a business that has largely grown through retail, eCommerce and consumer electronics channels.

For the Patriots, the deal adds another technology-focused commercial partner tied to the matchday experience at Gillette Stadium, where clubs and venue operators continue to use sponsor-backed activations to deepen fan interaction and generate advertising revenue.

The parties have not disclosed the financial terms of the agreement.