Innovative sponsorship contracts for Barcelona and Real Madrid, along with other major deals of the week

Read about the most significant sponsorship deals from July 29 to August 5, 2024, on SponsorsGo.

France

AS Monaco – FOM Industrie (back of shorts partner)

On July 30, 2024, AS Monaco proudly announced a new partnership with FOM Industrie, marking a significant step forward for both organizations. As part of the agreement, FOM Industrie has been named a premium partner of the club. The company’s logo will prominently feature on the back of AS Monaco’s professional team’s shorts during all Ligue 1 matches. Additionally, FOM Industrie will enjoy enhanced visibility at the Stade Louis-II and across various club communication channels.

Founded in 1972, FOM Industrie is a leading player in the field of cutting and machining aluminum and PVC profiles, with a particular focus on aluminum and PVC joinery. The company is renowned for its cutting-edge technology and global presence, offering a range of advanced machine tools. FOM Industrie’s product lineup includes automatic cutting and machining lines, 3-4-5 axis machining centers, single- and double-head cutting-off machines, and traditional machines.

Germany

Bayern Munich – Tiger Balm (regional partner for the club in Southeast Asia and China)

On July 29, 2024, Bayern Munich and Tiger Balm unveiled a strategic partnership that will see Tiger Balm become a regional partner for the club in Southeast Asia and China. This new agreement, spanning four years from 2024 to 2028, covers key markets including Singapore, Thailand, Malaysia, Vietnam, Hong Kong SAR (China), and Mainland China.

Tiger Balm, our new regional partner in Southeast Asia and China! 🤝

Read more 👉 https://t.co/x1i7EEWKyI pic.twitter.com/I4TZbB2kyC

— FC Bayern (@FCBayernEN) July 29, 2024

Tiger Balm, a renowned topical pain relief brand, is manufactured and distributed by Singapore-based Haw Par Healthcare. The brand is known for its analgesic heat rub used for external pain relief. The origins of Tiger Balm trace back to the 1870s in Rangoon, Burma, where its precursor, Ban Kin Yu, was developed. By 2018, Tiger Balm offered a range of ten products available in over 100 countries.

Italy

Atalanta – Zondacrypto (sleeve partner)

On August 2, 2024, Atalanta announced a new three-year partnership with Zondacrypto, a leading regulated cryptocurrency exchange marketplace. As part of this agreement, Zondacrypto’s logo will be prominently displayed on the sleeve of the Atalanta first team shirts.

Atalanta BC dà il benvenuto nella famiglia nerazzurra a @zondacrypto, nuovo Sleeve Partner e Official Crypto Exchange Partner 🤝🏻

Atalanta BC welcome zondacrypto to the Nerazzurri family as the Club’s new Sleeve Partner and Official Crypto Exchange Partner 📝#GoAtalantaGo ⚫️🔵

— Atalanta B.C. (@Atalanta_BC) August 2, 2024

Zondacrypto is a fully regulated cryptocurrency exchange that operates across multiple countries, including Italy, Poland, Canada, Slovakia, Estonia, Switzerland, and Lithuania. Established in 2014, Zondacrypto is one of the industry’s pioneers. In Italy, it is licensed by the Organismo Agenti e Mediatori (OAM).

The platform provides a secure, fully regulated ecosystem for asset exchange, accessible through both web and mobile applications. It includes the ZND platform and ZND token, facilitating efficient asset management. With a user base of 1.3 million, Zondacrypto generated €37 million in revenue from 2021 to 2024, managing assets valued at €520 million. The platform sees 180,000 active users monthly.

Spain

Barcelona – Fever (official ticketing technology partner)

On August 1, 2024, FC Barcelona and Fever, a leading live-entertainment discovery platform, announced a long-term sponsorship agreement. Fever will become the Official ticketing technology partner for FC Barcelona for the next five seasons, extending through June 30, 2030.

FC Barcelona join forces with Fever as exclusive ticketing provider at the Club's facilities

🔗 All the details 👇https://t.co/6FTMXvYwyB

— FC Barcelona (@FCBarcelona) August 1, 2024

Objectives of the Partnership:

The primary goal of this collaboration is to enhance the spectator experience at FC Barcelona’s facilities. Fever’s advanced ticketing technology will streamline the process of purchasing match tickets, event tickets, and other Club-related experiences. With Fever’s global presence, fans will benefit from a user-friendly, efficient ticketing platform, featuring multiple payment options and round-the-clock customer support.

Integration with Espai Barça:

This agreement is part of the broader sponsorship initiatives linked to the Espai Barça project. It aims to integrate cutting-edge technology into the refurbishment of Spotify Camp Nou and the overall Espai Barça development. Fever’s technology will include personalized recommendations and a more intuitive, secure, and speedy purchase experience.

Exclusive Fan Experiences:

The partnership will also create unique and exclusive content, enhancing the connection between FC Barcelona and its supporters. Fans will have access to special experiences and events, enriching their engagement with the Club and making it easier to attend games and various activities at FC Barcelona’s facilities.

Real Madrid – Orange (telecommunications partner)

On July 29, 2024, Real Madrid revealed a new three-year sponsorship agreement with Orange. Under this deal, Orange will become the official national telecommunications partner for both Real Madrid’s men’s and women’s football teams.

🤝 @orange_es becomes Real Madrid's new telecommunications partner. #RealMadrid

— Real Madrid C.F. 🇬🇧🇺🇸 (@realmadriden) July 29, 2024

Scope of the Agreement:

The partnership includes extensive image and hospitality rights linked to the first teams and their players. Orange will have a prominent presence across traditional and new media spaces, including the 360º LED halo at the upper area of Santiago Bernabéu Stadium. The collaboration will also involve marketing and advertising activities connected to Real Madrid’s communication channels and fan engagement through social media campaigns.

Technological Contributions:

As part of the agreement, Orange will leverage its leadership in 5G/5G+ mobile connectivity to enhance the mobile communications infrastructure for Real Madrid. This includes providing services for all club employees and developing projects to optimize the customer experience during events at the stadium.

Company Overview:

Orange S.A., established in 1994 as France Télécom and rebranded as Orange in 2013, is a leading global telecommunications operator. The company provides mobile and fixed-line services, as well as internet access. Orange generates around half of its revenue from France and operates across Europe, including Spain and Poland, as well as in Africa and the Middle East.

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