Barcelona FC enhances sports supplements for better performance, UEFA expands partnership with Lidl following successful Euro 2024, and more weekly sponsorship deals
Read the most significant deals from 2 to 9 September, 2024 on SponsorsGo.
England
Crystal Palace – Enjoy Illinois (official destination partner and sleeve of training wear)
On September 3, 2024, Crystal Palace Football Club announced a strategic partnership with Enjoy Illinois, establishing it as the club’s official destination partner. This collaboration is part of a broader initiative to connect the club’s brand with international audiences, particularly by leveraging popular sports tourism destinations.
Welcome to Palace, @enjoyillinois ❤️💙
— Crystal Palace F.C. (@CPFC) September 3, 2024
Our Official Destination Partner.#CPFC
As part of this partnership, Enjoy Illinois will gain significant visibility. Its branding will be featured on the sleeve of the first team’s training wear and across various platforms at Selhurst Park, including LED boards, interview backdrops, and in-stadium TVs. Additionally, Enjoy Illinois will sponsor the popular halftime challenge at Selhurst Park, enhancing fan engagement with interactive competitions throughout the season. These initiatives offer fans opportunities to win exciting prizes and create memorable experiences.
The Illinois Office of Tourism actively promotes the state as a top destination for both domestic and international visitors. Known for its commitment to diversity and inclusivity, Illinois offers a rich tapestry of cultural, historical, and recreational activities that appeal to a wide range of interests. From the bustling city life of Chicago to the scenic landscapes and historic sites, Illinois is positioned as a state of innovation and creativity.
Crystal Palace’s repeated visits to the United States, including participating in the Stateside Cup and the upcoming Premier League Mornings Live in Chicago, underscore the club’s commitment to expanding its international footprint. These tours not only help in promoting the club on a global stage but also strengthen ties with American soccer fans and cultural exchanges through sports.
Fulham – IUX (official CFD (Contract for Difference) trading partner)
On September 3, 2024, Fulham Football Club revealed a new partnership with IUX, designating the firm as the club’s official CFD (contract for difference) trading partner. This strategic alliance is set to enhance IUX’s brand visibility on a global scale, leveraging Fulham FC’s extensive media reach and digital platforms.
We are pleased to announce @iux_official as our Official CFD Trading Partner. 🤝
— Fulham Football Club (@FulhamFC) September 3, 2024
Founded in 2016, IUX has quickly positioned itself as a leading brokerage within the CFD trading sector, known for its comprehensive offerings in financial instruments like currencies, stocks, indices, cryptocurrencies, and commodities. The partnership with Fulham FC will utilize the club’s broadcast-facing assets and social media channels to amplify IUX’s market presence, aiming to attract a broader audience and establish a deeper connection with global traders.
Throughout the partnership, IUX will capitalize on opportunities to engage with Fulham’s fanbase and the wider community. Planned activities include collaborative content featuring the Men’s First Team, exclusive experiences at Craven Cottage, and participation in the Fulham FC Business Club events. These initiatives are designed to provide both visibility for IUX and unique, value-added experiences for Fulham’s supporters.
Newcastle United – Red Bull (official energy drink partner)
On September 3, 2024, Newcastle United announced a significant partnership with Red Bull, positioning the global energy drink giant as the official energy drink partner for the club. This collaboration spans multiple years and is designed to boost the performance of both the men’s and women’s teams at Newcastle.
Newcastle United 🤝 @RedBullUK.
— Newcastle United FC (@NUFC) September 3, 2024
Introducing our new Energy Drink Partner. pic.twitter.com/crbnNq68rb
Under the terms of the agreement, Red Bull will enjoy extensive brand exposure during Newcastle United matches, with its presence prominently featured across St. James’ Park. The deal includes the distribution of Red Bull products not only to the playing staff but also throughout the stadium concourses and Newcastle’s popular fanzone, St. James’ Stack, presented by Sela.
Nottingham Forest – Parimatch (official betting partner in the UK)
On September 3, 2024, Nottingham Forest announced a new partnership with Parimatch, designating the Cyprus-based bookmaker as their official betting partner for the upcoming 2024/2025 Premier League season. This partnership highlights Parimatch’s continuing strategy to expand its influence within the UK sports betting market.
France
Paris Saint-Germain – Pernod Ricard (official partner)
On September 2, 2024, Paris Saint-Germain (PSG) unveiled a groundbreaking global partnership with Pernod Ricard. This collaboration marks the first global partnership of its kind for Pernod Ricard and encompasses the group’s portfolio of premium brands.
Pernod Ricard becomes official partner of Paris Saint-Germainhttps://t.co/38zKjBEele pic.twitter.com/39sGIAiNLi
— Paris Saint-Germain (@PSG_English) September 2, 2024
The four-year agreement, starting with the 2024/25 season, will cover PSG’s men’s and women’s football teams as an official partner, and extend to the handball team as an official provider. This marks a significant expansion of Pernod Ricard’s involvement with PSG, building on over a decade as the official provider of wine and spirits for PSG’s hospitality services.
Pernod Ricard will gain exclusive rights as the sole provider of champagne and spirits for PSG. The partnership will include dedicated visibility across PSG’s platforms and the creation of bespoke experiences tailored to PSG fans. These initiatives are designed to enhance fan engagement and celebrate the shared values of sophistication and success.
Germany
Bayer 04 Leverkusen – eToro (premium partner)
On September 2, 2024, Bayer 04 Leverkusen welcomed eToro as its latest premium partner. eToro, renowned for its comprehensive trading and investment platform, has joined forces with the German football club, which recently clinched the national double. This collaboration is slated to continue until June 30, 2026.
Under this partnership, eToro will enjoy prominent branding opportunities within Leverkusen’s home ground, the BayArena. This includes visibility on partner boards in the Mixed Zone and during press conferences before and after the team’s home matches. Additionally, eToro’s branding will feature on rolling LED displays during games and other digital platforms, including as the presenter of the fixture schedule on the Bayer 04 app.
The collaboration extends beyond mere advertising; eToro will also engage with fans and stakeholders through a variety of digital initiatives. Moreover, eToro will have access to VIP hospitality tickets, offering unique experiences to its users and clients at Leverkusen matches.
Founded in 2007, eToro has grown to support a vibrant community of over 38 million registered users globally. The platform facilitates trading and investment in a diverse range of financial instruments, including stocks, ETFs, currencies, and commodities.
Italy
AC Milan – Asus (official computer hardware partner)
On September 5, 2024, AC Milan announced a significant partnership with Asus, appointing the global tech giant as the official computer hardware partner for the club in Italy.
#ACMilan è orgoglioso di annunciare una nuova prestigiosa partnership con @ASUS, che diventa Official Computer Hardware Partner del club per l’Italia a partire dalla stagione in corso 🤝 #SempreMilan
— AC Milan (@acmilan) September 5, 2024
Asus, known for its advanced computing technology, will bring a new level of support to the club, potentially influencing various aspects of the team’s performance and administrative management through state-of-the-art hardware solutions.
Saudi Arabia
Saudi Pro League – TikTok (official digital partner)
On September 5, 2024, the Saudi Pro League (SPL) announced a partnership with TikTok for the 2024-25 season, designating the platform as its “digital partner.” This collaboration aims to transform the digital landscape of football in the region by introducing the SPL Exclusive Hub on TikTok. This hub will centralize content from the league, its clubs, and partners, providing fans with an innovative and interactive experience.
A new digital partner for the #RoshnSaudiLeague: Tiktok 🎶
— Roshn Saudi League (@SPL_EN) September 5, 2024
Read all about it below 👇https://t.co/bJu5qJp2MG
TikTok’s partnership with SPL will feature exclusive behind-the-scenes footage, player interviews, and club insights, making SPL content more accessible and engaging for fans.
With an established following on TikTok, evidenced by over 44.2 million likes and 2.5 million followers, SPL aims to further amplify its presence through continuous engagement strategies like the always-on hashtag #SaudiLeague.
Spain
Barcelona – BioTechUSA (global partner in the sports supplement category)
On September 2, 2024, FC Barcelona announced its new global partnership with BioTechUSA, positioning the Hungary-based sports supplement manufacturer as the club’s official partner in the sports supplement category.
🤝 Sports supplement company BioTechUSA, new Global Partner of FC Barcelona
— FC Barcelona (@FCBarcelona) September 2, 2024
BioTechUSA brings to the partnership a wealth of experience, being one of the largest supplement manufacturers in Europe, with a distribution network spanning over 100 countries. The company is dedicated to enhancing health and athletic performance through high-quality nutrition, supporting over 250 athletes and numerous top-tier sports clubs globally.
Under the partnership, BioTechUSA will cater to the precise nutritional needs of FC Barcelona’s men’s and women’s teams, ensuring the athletes receive the necessary supplements to optimize their performance. The company’s commitment extends beyond product supply, as it engages in research, education, and the dissemination of knowledge in collaboration with FC Barcelona’s Medical Services.
The partnership will also foster educational and research-based initiatives, including the development of a case study with FC Barcelona’s Medical Services to be made available to the public. This effort aims to further scientific understanding and practical application of nutrition in sports.
International
UEFA Europa League, UEFA Conference League – Lidl
On September 2, 2024, UEFA announced a significant partnership with Lidl, marking the beginning of a global sponsorship deal for the UEFA Europa League and UEFA Conference League. This agreement, effective from the 2024/25 season and lasting until the end of the 2026/27 season, aligns UEFA with one of Europe’s top food retailers, Lidl, known for its extensive reach across the continent.
This new sponsorship builds upon a previously successful collaboration during UEFA EURO 2024, where Lidl played a crucial role as a sponsor. The continuation and expansion of this relationship into other UEFA competitions underscore both entities’ mutual interests in enhancing the exposure and engagement of European football.
A key component of Lidl’s partnership with UEFA will be the expansion of the Lidl Kids Team initiative across its 30 operating countries in Europe. This program offers children aged six to ten a chance to engage with football uniquely by becoming official Player Mascots at matches.
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