Chelsea secures new sleeve sponsor; West Ham and Atletico Madrid boost online sales: Key sponsorship moves of the week
Read the most significant deals from 12 to 19 August, 2024 on SponsorsGo.
England
Arsenal – Chivas (official whisky partner)
On August 14, 2024, Chivas Regal and Arsenal announced their partnership, with Chivas becoming the club’s first Official Whisky Partner for the 2024/25 season. This collaboration will support both the men’s and women’s teams, offering fans exclusive content and global live experiences that bring them closer to their favorite players, celebrity supporters, creators, and Arsenal legends.
Chivas Regal, a premium Scotch whisky brand founded in 1801 in Aberdeen, Scotland, will enhance the matchday atmosphere at Emirates Stadium by opening a new Chivas Regal bar within Dial Square. This bar will serve a curated selection of classic Chivas Highballs, with some exclusive to the Emirates, tapping into football culture.
To celebrate the start of this partnership, Chivas Regal is kicking off the season by collaborating with local Arsenal pubs, including the newly reopened Drayton Park, to treat spirited Gooners to a round of Chivas Highballs ahead of Arsenal’s opening match against Wolves.
Additionally, Chivas and Arsenal will commemorate the first Arsenal Women’s game at Emirates Stadium on September 22 against Manchester City by continuing their Chivas Highball giveaway, further integrating their brand into the fan experience.
Chelsea – Fever (sleeve partner)
On August 18, 2024, just before their first Premier League match of the 2024/2025 season against Manchester City, Chelsea announced a major sponsorship agreement with Fever, a leading technology platform that focuses on entertainment discovery.
The Fever logo was prominently featured on the men’s first-team kits during this high-profile match. This partnership also extends to the Chelsea Women’s and Academy teams, ensuring that Fever’s branding will be visible on their kits throughout the upcoming seasons.
Fever is a global catalog of events and experiences, establishing itself as a key player in the entertainment industry. By partnering with top brands and creators, Fever powers over 150,000 unique experiences and venues worldwide. These experiences cover a broad spectrum of entertainment categories, including music, theatre, sports, cultural institutions, and immersive events.
Crystal Palace – Kure (official oxygen water partner)
On August 16, 2024, Crystal Palace announced a new partnership with Kure, making the innovative oxygen water brand the official hydration partner for the club’s Men’s and Women’s first teams as well as the Academy teams for the 2024/2025 season.
Welcome to Palace, @kureoxygenoffic 🦅
— Crystal Palace F.C. (@CPFC) August 16, 2024
Our Official Oxygen Water Partner ❤️💙#CPFC
Kure, known for its functional water that delivers high concentrations of oxygen through drinking, will be available exclusively at Selhurst Park, giving supporters the chance to purchase it throughout the season. The brand is also committed to sustainability and is a partner of the Prevented Ocean Plastic Scheme. This means that for every Kure bottle sold at the stadium, two plastic bottles are prevented from entering the ocean, and an additional bottle is removed from the ocean or landfill.
Moreover, Kure is supporting the Palace For Life Foundation by donating free water bottles to their fundraising events. It is estimated that more than 1 million plastic bottles will be prevented from entering the ocean due to this partnership over the initial term, showcasing the significant environmental impact of this collaboration.
Nottingham Forest – Betway (official betting partner)
On August 16, 2024, Nottingham Forest announced a long-term partnership with gaming brand Betway, naming them as the club’s official betting partner.
Betway have become an Official Betting Partner of the Club 🤝
— Nottingham Forest (@NFFC) August 16, 2024
Betway, a brand under the global digital gaming company Super Group, will have its logo prominently displayed on the LED advertising boards around the pitch at the City Ground during all of Nottingham Forest’s Premier League, FA Cup, and Carabao Cup matches. The partnership goes beyond branding, offering exclusive benefits such as tickets, merchandise, and unique opportunities like ‘play on the pitch’ events aimed at engaging both new and existing customers.
Additionally, Betway will collaborate with Nottingham Forest to promote safer gambling through best-in-class training and initiatives, reinforcing a shared commitment to responsible gaming practices.
Southampton – Paris Smith (official legal partner)
On August 12, 2024, Southampton FC announced a new partnership with Paris Smith LLP, a well-respected legal firm, which will become the club’s official legal partner.
Welcoming @ParisSmithLLP who become our Official Legal Partner 🤝
— Southampton FC (@SouthamptonFC) August 12, 2024
Under this agreement, Paris Smith LLP will provide comprehensive legal support to Southampton FC, utilizing its extensive expertise to help the club navigate the complex legal challenges associated with professional sports.
West Ham United – ITD Global (official e-commerce logistics partner)
On August 15, 2024, West Ham United announced a new partnership with ITD Global, a leading global logistics and e-commerce management specialist, naming them the club’s official e-commerce logistics partner.
As part of this multi-year agreement, ITD Global will enhance West Ham’s retail operations by providing comprehensive delivery services. The deal grants ITD Global the responsibility of managing the delivery of the club’s merchandise to fans worldwide, leveraging their extensive global network, which includes key locations such as China, India, the United States, and the United Kingdom. This partnership is set to ensure that West Ham supporters across the globe receive their orders efficiently, further expanding the club’s reach and engagement with its international fanbase.
Italy
AC Milan – Bitpanda (official crypto trading partner)
On August 14, 2024, AC Milan announced a significant long-term partnership with Bitpanda, a leading European online trading platform. This deal establishes Bitpanda as a premium partner and the official crypto trading partner of the Rossoneri, enhancing their presence in the world of cryptocurrency and blockchain technology.
Starting from the first matchday of Serie A and continuing throughout the season, Bitpanda’s branding will be prominently featured at the San Siro stadium. The partnership also includes the creation of engaging content and the provision of exclusive experiences for Bitpanda users. These perks include VIP access to AC Milan matches and special events, further strengthening the bond between the club and its fans.
Juventus – Prime (official sports drink partner)
On August 14, 2024, Juventus officially announced a new partnership with Prime, the hydration beverage brand co-founded by popular YouTubers Logan Paul and KSI. As part of this collaboration, Prime will become the official sports drink of Juventus, merging the dynamic worlds of sports, entertainment, and cutting-edge hydration technology.
Prime will provide Juventus players with advanced hydration solutions aimed at optimizing their performance both on and off the pitch. Additionally, the partnership will extend beyond the field, as Prime and Juventus plan to engage the club’s global fanbase through unique experiences and exclusive content, showcasing the synergy between elite football and innovative hydration.
Venezia FC – Nocta (official sporting and technical partner)
On August 12, 2024, Venezia FC announced a new partnership with Nocta, designating it as the club’s official sporting and technical partner. This collaboration was marked by the debut of special edition Nocta kits during their Coppa Italia match on August 11th. The complete collection, featuring the official kits for both the men’s and women’s First Teams as well as the youth sector, was unveiled during Venezia FC’s first Serie A match on August 18.
These kits incorporate advanced materials and sport-optimized fits, showcasing innovative designs that reflect the collaborative creativity of Venezia FC and the Nocta design team.
Spain
Atletico Madrid – InPost (official logistics sponsor)
On August 13, 2024, Atletico Madrid announced a new partnership with InPost, establishing the company as the club’s official logistics sponsor for the 2024-2025 season. This partnership will greatly enhance the distribution of Atletico Madrid’s official merchandise, leveraging InPost’s innovative non-home delivery solutions.
InPost will install its renowned Lockers in strategic locations including the Cívitas Metropolitano Stadium and the club’s training facilities in Alcalá de Henares and Majadahonda. These installations will ensure fans can easily collect their online purchases, such as the latest season’s jerseys, directly at these points.
Moreover, InPost’s branding will be visible both on and off the pitch during La Liga matches and within the fan zone outside the stadium. The company will also facilitate returns and offer exclusive promotions, enabling fans to meet players and participate in unique club experiences.
LaLiga – Luckia (official partner in Spain and Mexico)
Luckia, a prominent entertainment company headquartered in Spain with operations across eight countries, has secured a multi-season partnership with LaLiga to become its official partner in Spain and Mexico for the next three seasons.
As part of this dynamic collaboration, Luckia will engage with fans through innovative initiatives designed to promote LaLiga EA Sports and LaLiga Hypermotion in both countries. Activities planned include live events featuring LaLiga ambassadors, distribution of personalized official merchandise and tickets through both online and physical channels, all while adhering strictly to relevant regulations.
Moreover, the partnership will enhance Luckia’s digital presence linked to LaLiga, significantly boosting visibility and outreach to new audiences. This strategic alliance not only reinforces Luckia’s commitment to sports but also extends its influence in the digital entertainment landscape.
Founded in Spain, Luckia operates in multiple countries, offering a wide range of entertainment options that include sports betting, casino games, and other gaming activities.
International
FIFA World Cup 2026 – Bank of America (official bank sponsor)
On August 15, 2024, FIFA announced that Bank of America has become its Official Bank Sponsor for the FIFA World Cup 2026. This partnership marks a significant milestone as Bank of America is the first-ever global sponsor in the banking category for FIFA. The collaboration is set to run until 2026 and aims to deepen ties and make a lasting impact in global communities where the bank’s employees and clients are based.
Bank of America aligns with prominent sports brands that share its vision for driving societal progress. This agreement with FIFA will enhance the bank’s strategies in global and local markets, tapping into the universal appeal of the World Cup to engage audiences worldwide with memorable experiences that sports uniquely offer.
Moreover, Bank of America plans to utilize this partnership to connect with communities effectively. Their commitment to responsible growth through community outreach, youth programs, and financial education initiatives complements FIFA’s objectives to develop football globally and create positive impacts around the world. This strategic alignment underscores the bank’s dedication to not only advancing its business objectives but also supporting meaningful social causes through its sponsorship endeavors.
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