Discover Manchester City’s innovations, Leicester and MUFC’s new front-of-shirt sponsors, and other last week’s top deals

Read the most significant deals from July 1st to July 8th, 2024 by SponsorsGo.

England

Liverpool – Husqvarna (official groundskeeping partner)

On July 3, Liverpool FC and Husqvarna, a global leader in smart mowing and robotic technology, announced the signing of a groundbreaking sponsorship contract. Husqvarna is set to become the official groundskeeping partner of Liverpool FC, marking the first partnership of its kind for both organizations.

Liverpool FC will elevate Husqvarna’s global profile through tailored content and activations on its social media platforms, which boast a combined global following of 186 million. Furthermore, Husqvarna branding will be prominently displayed on digital LED boards during matches, reaching over 400 million TV viewers per season, significantly boosting Husqvarna’s brand visibility on a global scale.

Since 2021, Liverpool FC has utilized Husqvarna robotic mowers to maintain the immaculate condition of the pitches at Anfield, the AXA Training Centre, and the AXA Melwood Training Centre. This collaboration has ensured that the club’s playing surfaces remain in top condition for the players. An official partnership was the next logical and authentic step for these two industry leaders.

With this partnership, Husqvarna’s cutting-edge equipment and innovative solutions will be more deeply integrated into Liverpool FC’s groundskeeping teams’ daily routines and pitch maintenance, playing a crucial role in creating and sustaining optimal pitch conditions for elite-level playing and training.

To celebrate this partnership, Liverpool FC and Husqvarna have produced a humorous launch video featuring the club’s award-winning ground staff.

Husqvarna is a pioneer in robotic lawn mowing, having introduced the world’s first robotic lawnmower in 1995. Since then, Husqvarna has remained the undisputed market leader in automated lawn care solutions. In 2022, the company launched the Husqvarna CEORA, advancing the commercial turf industry into the next era alongside its existing professional robotic solutions.

Leicester City – BC.Game (front of shirt partner)

Leicester City, after a successful season in the Championship, has returned to the Premier League and announced a significant new front-of-shirt sponsor. On July 5, the club revealed that the online crypto gambling brand BC.Game will become their Principal Partner until the end of the 2025/2026 season, coinciding with the upcoming ban on gambling sponsorships on Premier League shirt fronts.

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Leicester City stated that this new partnership is one of the most valuable in the club’s history. BC.Game’s branding will be prominently displayed on the front of Leicester City’s men’s first team shirts and adult replica shirts. Additionally, the club’s long-term partner, King Power, will become the new training wear partner.

Manchester City – Piing (official crowd games supplier)

On July 3, Manchester City announced that Piing Games has become the club’s Official crowd games supplier. This partnership marks a groundbreaking collaboration within the Premier League, aimed at enhancing fan engagement during matches.

Piing Games specializes in creating interactive experiences for large crowds, enabling over 100,000 fans to participate in games displayed on big screens using their phones as controllers—all without the need to download an app. These games can be customized for clients, partners, and sponsors, offering valuable opportunities for data collection and brand engagement on a stadium-wide scale. Piing’s innovative games have captivated audiences globally, including events like Formula 1, EuroLeague Basketball, the Women’s World Cup, and Major League Baseball.

This unique partnership will allow Manchester City fans to engage in popular Piing games such as Pen-Kick, where they can test their penalty shooting skills, and Quiiz, which challenges their football knowledge.

The Official Supplier agreement strengthens Piing’s ongoing relationship with Manchester City. Since Piing’s inception in 2020, the Manchester-based company has collaborated with the club in various capacities, continually enhancing the fan experience.

Manchester United – Snapdragon  (front of shirt partner)

In September 2023, it was officially announced that Qualcomm’s Snapdragon would become the new front-of-shirt sponsor for Manchester United, replacing TeamViewer, a remote access and remote control software company.

Although the financial details were not disclosed, The Athletic reported that Qualcomm and Manchester United agreed on a minimum three-year contract, with the club targeting an agreement valued at £60 million ($74.92 million) per year.

This partnership makes the Snapdragon logo the seventh in Manchester United’s history, following Sharp, Vodafone, AIG, Aon, Chevrolet, and TeamViewer.

On July 1, 2024, the club revealed their new kit, featuring club legend Eric Cantona in the promotional video.

Manchester United and Snapdragon have been partners since 2022. Also TeamViewer continuing as a global partner of the club.

Snapdragon is a product of Qualcomm Technologies, Inc., an American multinational corporation headquartered in San Diego, California, and incorporated in Delaware. The company develops semiconductors, software, and services related to wireless technology and holds patents essential to 5G, 4G, CDMA2000, TD-SCDMA, and WCDMA mobile communications standards. Founded in 1985, Qualcomm reported a revenue of $35.82 billion in 2023.

West Ham United – QuickBooks (sleeve partner)

On July 1, West Ham United announced an extended partnership with Intuit QuickBooks, a leading service for accountants, bookkeepers, sole traders, and small businesses (SMBs). As the Club’s Official Sleeve Partner for the 2023/2024 season, QuickBooks will now have its logo prominently displayed on the sleeves of the men’s and women’s first team shirts, the Academy team, and all replica shirts. This branding will be featured alongside traditional matchday and digital assets.

West Ham United and QuickBooks first began their collaboration in March 2024, and this new agreement marks a significant expansion of their partnership.

Italy

AC Milan – Boomerang (official regional betting partner in Europe)

On July 4, AC Milan announced a new partnership with the betting company Boomerang, designating the firm as the Rossoneri’s official regional betting partner in Europe.

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Boomerang, an international company established in 2021, has quickly risen in the betting industry.

Spain

CA Osasuna – Toyota (official vehicle supplier)

On July 1, Club Atletico Osasuna announced a new sponsorship agreement with Toyota Tauro Motor and Lexus Pamplona, the official Toyota and Lexus dealers in Navarra. This partnership will span the next three seasons, during which Toyota will serve as the official vehicle supplier for the club.

As part of this collaboration, Osasuna will receive a fleet of 16 hybrid Toyota and Lexus vehicles. These environmentally friendly cars will support the club’s daily operations, help transport young players from the academy to training facilities, and significantly reduce the club’s carbon footprint. This move underscores Osasuna’s commitment to sustainable transportation in the sports industry.

In addition to the environmental advantages, this partnership brings essential financial support to Osasuna. The investment will help the club strengthen its team, improve infrastructure, and enhance the fan experience.

Toyota, renowned for its Toyota and Lexus brands, leads the global market in electrified vehicles, boasting over 20 million electrified cars sold worldwide and 380,000 units in Spain since 1997. The company’s electrification journey began over two decades ago with the introduction of hybrid technology, and it continues to strive towards a zero CO2 emission society.

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