Girona and Etihad Airways and other major sponsorship deals of the week (June 1-7, 2024)

This past week has been eventful with several high-profile sponsorship announcements across the sports world. SponsorsGo has compiled the most significant deals.

England

Wolverhampton – JD (sleeve partner)

🤝 @JDSports will be our Official Sleeve Partner for the 2024/25 and 2025/26 seasons.

— Wolves (@Wolves) June 5, 2024

On June 5, Wolverhampton announced a new two-year deal with JD as the club’s official sleeve partner. This agreement will feature the JD logo on the playing kits of all Wolves teams for the 2024/25 and 2025/26 seasons. This includes the men’s and women’s first teams, the under-21s, and the entire academy. The JD logo will replace the 6686.com betting company logo that appeared on the club’s kits during the 2023/2024 season.

To celebrate this partnership, JD and Wolves have teamed up with Wolves Records artist and Wolves Foundation ambassador Reepa and Birmingham-born artist/producer Mutual to create a unique track and launch video.

JD Sports Fashion plc, commonly known as JD Sports, is an English company based in Bury, Greater Manchester. Founded in 1981 by John Wardle and David Makin, JD Sports started as a single store in Bury’s Marketplace. Today, JD has expanded to over 1,200 stores across 24 territories, including the UK, Europe, North America, and the Asia-Pacific region.

JD has a rich history of partnering with clubs in various regions. Their sponsorship portfolio has included teams such as Leeds United, Southampton, West Ham United, Brighton & Hove Albion, Crystal Palace, Norwich City, AFC Bournemouth, Charlton Athletic, Dundee United, Blackpool, Luton Town, Oldham Athletic, Cardiff City, Torino, Sevilla, Real Valladolid, 1. FC Union Berlin, and the Scotland national team.

Newcastle United – JD (official retail partner)

#NUFC 🤝 @JDSports

Newcastle United can announce that leading sports fashion and outdoor retailer, JD, is the club’s new Official Sports Retail Partner.

— Newcastle United FC (@NUFC) June 4, 2024

On June 4, Newcastle United announced that JD will begin stocking the official Adidas Newcastle United kits, training gear, and other exciting merchandise from the upcoming 2024/25 season. These products will be available in selected stores across the UK and Europe, as well as online.

The club recently launched its own in-house retail business, and this partnership with JD will provide supporters with easier access to kit products and ranges in multiple cities and territories. This collaboration aims to enhance the shopping experience for fans, offering them more options and convenience in obtaining official Newcastle United merchandise.

Leeds United – Red Bull (front of shirt)

Leeds United is proud to announce a new multi-year agreement with Red Bull, making them the club’s front of shirt partner starting next season

— Leeds United (@LUFC) May 30, 2024

Red Bull has acquired a minority stake in Leeds United and is set to become the club’s principal shirt sponsor starting next season. The partnership is with the club’s owner, 49ers Enterprises, and will see the Red Bull logo prominently displayed on the front of the men’s and women’s first-team kits. However, there will be no changes to the club’s name or Elland Road stadium.

Thus, Leeds United has joined the Red Bull football family, which includes: RB Salzburg (Austria), RB Leipzig (Germany), FC Liefering (Austria), New York Red Bulls (US) and Red Bull Bragantino (Brazil)

Spain

Girona – Etihad Airways (front of shirt)

Hola Girona! We're teaming up with @GironaFC to reach new heights together ⚽️✈️ #Etihad #GironaFC pic.twitter.com/Tbv7SnCPMf

— Etihad Airways (@etihad) May 28, 2024

Girona FC, the breakout sensation in La Liga this year, has announced a major sponsorship deal with Etihad Airways after qualifying in the UEFA Champions League for the first time in their history. Etihad Airways will become the main sponsor of Girona FC starting next season. This strategic partnership, set for three years.

As the main sponsor, Etihad Airways will have its logo prominently displayed on Girona FC’s team kits and throughout the club’s home ground. The partnership promises to bring new opportunities for fans, including exclusive promotions and special events.

Reports indicate that the Etihad Airways sponsorship deal is valued at approximately €2 million per year. This new agreement comes as the contract with Girona’s previous front-of-shirt sponsor, pet food manufacturer Gosbi, concludes this summer. Gosbi had been the club’s sponsor since 2021.

Celta Vigo – Hummel (kit supplier)

🩵👕 Unha camiseta para un país#NonPodeSerMáisDeAquí@hummel1923 ⋄ @hummelspain pic.twitter.com/5aZtWkHifH

— RC Celta (@RCCelta) June 4, 2024

Real Club Celta de Vigo and Hummel have entered into a five-year partnership, appointing the Danish sportswear brand as the new official kit partner for the Spanish La Liga club. Under this agreement, hummel will supply both game and training kits, along with a lifestyle apparel line, for the first team and all other sports divisions and youth categories of the club. Previously, since 2013, Celta’s kit partner was Adidas.

France

AS Monaco – ComAve (official e-commerce platform)

Le communiqué 👇https://t.co/N9F3xlGA8S

— AS Monaco 🇲🇨 (@AS_Monaco) June 3, 2024

On June 3, ComAve, the global e-commerce platform, signed a contract with AS Monaco. As part of this new partnership, ComAve will become AS Monaco’s official e-commerce platform and will offer innovative solutions and engaging content to AS Monaco’s extensive fan base.

ComAve is a sports technology and fan engagement company dedicated to creating unique and interactive experiences for sports fans around the world. ComAve aims to build the world’s largest community of sports fans, offering unrivaled access to exclusive content, competitions, and unique experiences all connected to a marketplace.

Earlier this year, ComAve also signed global e-commerce partnership contracts with Atletico Madrid, AC Milan, and Ajax. Additionally, ComAve has existing contracts with AFC Bournemouth and Crystal Palace.

Ambassadors

Phil Foden – McDonald’s (Fun football program UK ambassador)

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McDonald’s Fun Football has announced Manchester City and England national team star player Phil Foden as its ambassador for the 2024–2025 season. Foden joins the ranks of previous long-term ambassadors like Jude Bellingham, Virgil van Dijk, Beth Mead and Lauren James for the program, which provides free football coaching to children aged 5 to 11 across the UK.

The McDonald’s Fun Football Programme is a national initiative offering free FA-qualified football coaching to children. Operating for over 20 years, the program is available in more than 80% of lower socio-economic urban areas, aiming to make football accessible to young enthusiasts from diverse backgrounds.

Beckham – King’s Foundation (ambassador)

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A post shared by David Beckham (@davidbeckham)

After signing three high-profile ambassadorial contracts in May with Hugo Boss, Shark Ninja, and AliExpress, David Beckham became an ambassador for The King’s Foundation on June 1st and met with King Charles.

The Prince’s Foundation was created in 2018 through a merger of several charitable organizations. The foundation offers a diverse range of innovative and inspiring education and training programs for people of all ages and backgrounds. These programs cover traditional arts and heritage craft skills, architecture and design, science, engineering, horticulture, well-being, and hospitality. They are conducted both within the charity’s sites and beyond, reaching national and international audiences.