Aramark elevates catering at Barcelona and Everton stadiums, and other sponsorship deals of the week

Read about the most significant sponsorship deals from 5 to 12 August, 2024, on SponsorsGo.

England

Arsenal – Athletic Brewing Company (official non-alcoholic beer partner)

On August 6, Arsenal Football Club unveiled a groundbreaking partnership with Athletic Brewing Company, the leading non-alcoholic brewery in the United States. This marks the first time in the club’s history that a non-alcoholic beer brand has become its official partner.

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A post shared by Athletic Brewing Co (@athleticbrewing)

Starting this August, Arsenal fans can enjoy Athletic’s acclaimed Run Wild IPA throughout Emirates Stadium during all men’s and women’s matches. In addition to cans, Run Wild IPA will be available on draught at premium club areas, enhancing the fan experience with a top-tier non-alcoholic option.

The collaboration includes a robust marketing initiative featuring Arsenal players and a variety of promotional activities. Fans can look forward to in-stadium sampling events, engaging social media giveaways, and exclusive VIP experiences.

Everton – Aramark (founding partner of the new Everton stadium)

On August 8, 2024, Everton Football Club announced a groundbreaking partnership with Aramark UK, a global leader in food services and venue experiences. This significant collaboration is set to revolutionize Everton Stadium, making it one of the most advanced fan-centric venues in Europe.

"We are delighted to welcome @Aramark as a Founding Partner. Their mission to set the standard for excellence and their alignment with our vision to create exceptional experiences for Evertonians really resonated with us." 🔵 pic.twitter.com/wMbcULA3kW

— Everton Stadium (@EvertonStadium) August 8, 2024

Aramark UK, renowned for its expertise in crafting exceptional food and beverage experiences, will spearhead a major commercial initiative, marking its debut in English football. This long-term agreement will see Aramark deliver top-tier food, drinks, and experiences throughout the stadium, both on matchdays and during non-matchday events.

As part of the deal, Aramark becomes a Founding Partner of the new Everton Stadium, which is slated to open in time for the 2025/26 football season. The partnership will feature cutting-edge technology to enhance fan engagement, streamline service, and provide high-quality food and beverages.

Everton Stadium will introduce ‘frictionless’ operations, including self-service beer systems and modern kiosks designed to minimize wait times and maximize convenience. These innovations will create vibrant, accessible destinations within the stadium where supporters can quickly access top-notch food and drink.

The Plaza, a 30,000 square meter space at the stadium’s eastern entrance, will showcase a variety of curated food and drink concepts, offering flexible and trendy options that adapt to seasonal needs and special events. Aramark’s technology-driven approach will include self-service options and kitchen collection points for online order pick-up, ensuring a seamless fan experience.

The partnership also emphasizes community engagement, with over 1,200 new jobs expected to be created through the stadium and broader development projects. Aramark’s role as a Founding Partner will offer significant commercial and media opportunities as Everton Stadium prepares to open its doors in the summer of 2025.

Liverpool – Lucozade (official sports hydration partner)

On August 8, 2024, Liverpool FC announced a renewed partnership with Lucozade Sport, naming the renowned sports drink brand as their official sports hydration partner once again. This collaboration marks a significant return to a successful alliance first established in 2010, featuring memorable campaigns with Liverpool legends such as John Barnes and Steven Gerrard.

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The multi-year agreement will see Lucozade Sport’s range of hydration products and equipment prominently featured at Anfield, as well as at the AXA Training Centre and AXA Melwood Training Centre on matchdays.

In celebration of this revived partnership, Liverpool FC and Lucozade Sport have launched an exclusive video. Filmed in Liverpool, the engaging clip features fans playing a friendly football match and transforming into their favorite Liverpool FC players, all energized and hydrated by Lucozade Sport.

This partnership aligns with Lucozade’s new campaign and brand platform, which brings together its renowned Energy and Sport drinks for the first time in the brand’s 97-year history.

Southampton – P&O Cruises (official sleeve partner)

On August 6, 2024, Southampton FC announced a new partnership with P&O Cruises, naming the cruise line as their official sleeve partner. This marks P&O Cruises’ first venture into sports sponsorship, reflecting the brand’s commitment to enhancing fan and community engagement.

The multi-faceted partnership will offer Southampton FC’s members, fans, and P&O Cruises guests exclusive benefits, including special cruise offers, match tickets, and unique meet-and-greet events. Additionally, fans will enjoy onboard coaching sessions and other engaging experiences.

As part of this collaboration, P&O Cruises will also become the title partner of the Saints Foundation, Southampton FC’s official charity. The Saints Foundation supports over 5,500 individuals annually across various areas including health, education, gender equality, pathways, and employability.

France

AS Monaco – Renault (front of shirt partner for European competition)

On August 7, 2024, AS Monaco unveiled Renault as their new major partner, marking an exciting collaboration for the football club as they compete in the Champions League this season.

L’AS Monaco et @renault_fr, à travers 𝗥𝗲𝗻𝗮𝘂𝗹𝘁 𝟱 𝗘-𝗧𝗲𝗰𝗵 𝗲𝗹𝗲𝗰𝘁𝗿𝗶𝗰, sont heureux d’annoncer leur collaboration pour la prochaine saison 🔝

Plus d'infos 👇

— AS Monaco 🇲🇨 (@AS_Monaco) August 7, 2024

Renault will prominently feature on the front of AS Monaco’s professional team jerseys during Champions League matches, showcasing the Renault 5 E-Tech electric vehicle. The R5 logo will also be displayed on the “pocket” of players’ jerseys during Ligue 1 games, enhancing brand visibility both on the field and across the Stade Louis-II.

In addition to the jersey sponsorship, Renault will provide AS Monaco with a fleet of over twenty vehicles. This partnership includes various activations aimed at engaging fans throughout France and the Principality of Monaco, supported by Renault dealerships.

Germany

Borussia Dortmund – StarGames (premium partner)

StarGames has announced a major partnership with Borussia Dortmund, the German football club and recent Champions League finalist. This collaboration, starting in August 2024 for the Bundesliga season, grants StarGames substantial visibility during all of Borussia Dortmund’s home games.

Under the terms of the agreement, StarGames’ logo will be prominently featured on 360° LED TV screens and other high-profile advertising spaces throughout Signal Iduna Park. Known for its impressive capacity, the stadium attracts over 80,000 fans on average, providing StarGames with extensive exposure.

The partnership also includes exclusive sponsorship of Borussia Dortmund’s popular ‘Game Facts’ segment. This involvement will be highlighted across the club’s various social media platforms, enhancing StarGames’ digital presence.

In addition, StarGames plans to roll out a series of promotional activities. These will include engaging content formats and special community ticket distributions designed to boost fan interaction and brand engagement.

Italy

Juventus – Enel (official energy partner)

Juventus has unveiled Enel as the club’s latest official energy partner. Beginning on August 19, with the start of the season, Enel will prominently feature at Allianz Stadium. The company’s branding will be displayed on large screens, LED displays, and interview backdrops during all home matches in Serie A and the Coppa Italia.

💡 @EnelGroupIT joins forces with Juventus to become the Club's official energy partner 🤝⚪⚫

— JuventusFC 🇬🇧🇺🇸 (@juventusfcen) August 1, 2024

As part of this partnership, Enel will showcase its diverse range of energy products and services to Juventus fans, enhancing the fan experience while promoting its offerings throughout the season.

Spain

Barcelona – Aramark (Barça Vision business partner)

On August 8, 2024, FC Barcelona and Aramark announced a landmark agreement that will see the catering and hospitality provider become a key shareholder in Barça Vision (Bridgeburg Invest) and a new partner of Espai Barça.

FC Barcelona and Aramark extend their strategic relationship as a new Barça Vision business partner and Espai Barça partner.

All the details: https://t.co/MyQ1KHdn88 pic.twitter.com/rxvkAG6SAL

— FC Barcelona (@FCBarcelona) August 8, 2024

Under this new deal, Aramark Spain is named the official catering partner for the upcoming Spotify Camp Nou. This partnership aims to enhance the fan experience at the future Espai Barça, aligning with the club’s vision to transform its facilities into a global hub of innovation and entertainment. The Espai Barça project, crucial for the club’s governance model, will feature revamped facilities including the Estadi Johan Cruyff and Ciutat Esportiva Joan Gamper, located in the Les Corts neighborhood and Sant Joan Despí, respectively.

Barça Vision, FC Barcelona’s initiative integrating Web3, NFTs, and the metaverse, will be bolstered by Aramark’s expertise in hospitality and gastronomic experiences. Aramark, a multinational company headquartered in Philadelphia, operates in 19 countries with over 248,000 employees and has been active in Spain since 1992. The company manages more than 150 large-scale events annually, spanning cultural, sporting, and entertainment sectors.

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