Innovative technologies for Atletico Madrid’s Arena and Web3 products in the Premier League: Sponsorship deals of the week

Read the most significant deals from 15 to 22 July, 2024 by SponsorsGo.

England

Brighton & Hove Albion – Google Pixel (pre-season tour partner)

On July 19, Brighton & Hove Albion unveiled a groundbreaking partnership with Google Pixel, set to span the club’s pre-season tour in Japan.

We are delighted to announce a new partnership with Google Pixel ahead of our pre-season trip to Japan. 🇯🇵

— Brighton & Hove Albion (@OfficialBHAFC) July 19, 2024

Recognizing Japan as a crucial market for Google Pixel, this collaboration will bring unique opportunities for Pixel users in Japan. Google Pixel will host exclusive activations around the pre-season matches in Tokyo, allowing fans (#teampixel) to engage directly with Brighton & Hove Albion players. Fans will have the chance to meet their football heroes, attend matches, and capture unforgettable moments using their Pixel devices.

Chelsea – Skrill (pre-season tour partner)

On July 18, Chelsea FC revealed that Skrill, the digital wallet powered by global payments platform Paysafe, will serve as the official tour partner during the club’s pre-season preparation in the USA.

Be a player, love the game. 💙

Welcoming @Skrill, a Paysafe experience as our pre-season tour partner. 🤝

— Chelsea FC (@ChelseaFC) July 18, 2024

Skrill will be the presenting partner for the opening fixture of the pre-season tour against Wrexham. Chelsea will face the League One side at Levi’s Stadium in Santa Clara, California, on Wednesday, July 24.

This partnership will enhance Skrill’s presence throughout the American tour, enabling global fans to use Skrill and Paysafe’s online cash solution, paysafecard, as payment methods at the Chelsea FC online store until the end of the year.

During the USA pre-season tour, Chelsea will also play against Celtic, Club America, Manchester City, and Real Madrid.

Founded in 2001 and available in over 130 countries, Skrill is an award-winning digital wallet brand and part of Paysafe’s family of consumer wallet products. The company allows consumers and businesses to transact using 260 payment types in over 40 currencies worldwide.

Southampton – Rollbit (front of shirt partner)

On July 15, Southampton FC revealed a new partnership with online gambling company Rollbit as their front of shirt sponsor.

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Starting this season, the Rollbit logo will be prominently displayed on the men’s first team shirts. Additionally, Rollbit will have significant visibility around St Mary’s Stadium through LED advertising and hospitality services.

Rollbit, an online gambling platform, was established in February 2020.

Tottenham Hotspur – Kraken (sleeve partner)

On July 16, Tottenham Hotspur announced a landmark deal with Kraken, naming the company the Club’s first-ever official crypto and Web3 partner, as well as the official sleeve partner for both the men’s and women’s teams.

Introducing @krakenfx – the Club’s first-ever Official Crypto and Web3 Partner, and the Official Sleeve Partner for our Men’s and Women’s teams 👕

Get ready for a game-changing partnership!

— Tottenham Hotspur (@SpursOfficial) July 16, 2024

Through this partnership, Kraken will connect with Tottenham Hotspur’s global fan base by providing exclusive content, fan pop-ups, and behind-the-scenes access to events hosted by both Kraken and Tottenham Hotspur.

The collaboration aims to enhance football fans’ understanding of cryptocurrency and showcase how the technology can deepen their connection to the sport.

For the 2024/25 season, all kits sold will not include the sleeve partner logo, as this is excluded from retail inventory for the upcoming season.

Previously, Kraken signed a sleeve sponsorship contract with Atlético Madrid.

Wolverhampton – Lake (Lak3) (official cryptocurrency partner)

On July 19, Wolves announced that Lake (Lak3) will become the club’s official cryptocurrency partner for the 2024/25 season.

Transforming the global water economy 💧

Driving positive change 🌍

Find out more about our new cryptocurrency partner, @lake_lak3 🤝

— Wolves (@Wolves) July 19, 2024

Lake is a blockchain-based company dedicated to transforming the global water economy. This partnership will help Lake raise awareness about their mission to democratize access to the water economy through blockchain technology.

The collaboration with Wolves will allow Lake to promote their vision of a new water economy. The partnership highlights their commitment to unlocking access to water while emphasizing sustainability and social responsibility. This innovative partnership demonstrates how blockchain technology can address global challenges like water scarcity by providing practical solutions.

In the coming months, Lake and Wolves will collaborate on various community engagement projects and campaigns, reinforcing their commitment to making a positive impact. Lake has recently announced its ‘Water Shop’ platform, set for release in late 2024. Future initiatives include expanding partnerships with water sources worldwide, scheduled for later this year.

Lake is a RWA (Real-World Asset) project leveraging blockchain technology to disrupt the current water economy. It aims to create a transparent and decentralized ecosystem for purchasing, selling, securing, donating, and even becoming shareholders in water sources. With a mission to connect billions to water sources through Web3, Lake is driving transformative change in how we manage this increasingly scarce vital resource.

Italy

Inter Milan – Canali (formal wear partner)

FC Internazionale and Canali have announced a three-year partnership, with Canali becoming the official formal wear partner of the club. This collaboration celebrates the unique bond between two Milanese icons, both renowned for their excellence and innovation.

Canali and Inter, with their deeply rooted Italian heritage and international presence, embody the union between Made in Italy and global recognition.#Canali1934 #FormalWearPartner pic.twitter.com/BpL0S9fyer

— Canali (@Canali1934) July 20, 2024

2024 is a significant year for both parties. Canali is celebrating its 90th anniversary, while Inter has recently been crowned champions of Italy for the 20th time, earning their Second Star.

For the 2024/25 football season, Inter players will don custom-made, made-to-measure outfits that blend understated luxury with contemporary style. The spring look features a pocket cotton gabardine safari jacket with drawstrings, a lightweight knit t-shirt, soft trousers, and suede moccasins in sand and Canali’s iconic Brianza green. The winter attire includes a diamond-quilted bomber jacket, hand-sewn Double fabric overshirt, merino wool turtleneck, loose-fit trousers, and moccasins with natural rubber soles in Nerazzurri black-and-blue.

Coach Simone Inzaghi, management, and Club staff will be dressed in a flawless wool suit and shirt, merino wool pullover, and jacquard silk tie, paired with a three-quarter padded overcoat in soft-touch nylon. The Canali logo and the Inter badge are integrated inside the brand’s arrow graphic, specially redesigned and adapted to the garment colors as a patch that is always visible yet unobtrusive.

Both Canali and Inter have deep roots in Italian culture and enjoy global recognition. Since 1934, Canali has celebrated Italian craftsmanship worldwide, while Inter embodies the essence of internationality in both name and history.

Venezia FC – Cynar Sritz (main partner)

On July 18, Venezia FC, a Serie A club, announced a significant partnership with Cynar Spritz, naming it the Main Partner for the 2024/25 season.

Venezia FC is proud to announce Cynar Spritz as the Main Partner for the 2024/25 seasonhttps://t.co/Q7TqgZfI3J#CynarSpritz#ArancioNeroVerde🟠⚫️🟢 pic.twitter.com/6tvJeIN4hf

— Venezia FC (@VeneziaFC_EN) July 18, 2024

Cynar Spritz will feature prominently on the first team’s official jerseys starting from their first regular season match on Sunday, August 18, at the Stadio Olimpico against Lazio. This partnership extends beyond jersey sponsorship, including extensive brand visibility at the Stadio Pier Luigi Penzo and other promotional activities.

The collaboration also involves a range of communication activities and a special event dedicated to fans, with details to be announced soon. This initiative aims to enhance the fan experience and strengthen the bond between the club and its supporters.

Cynar, known for its artichoke extract aperitif that combines a sharp exterior with a tender heart, has a rich history. Created by Angelo Dalle Molle, a businessman and philanthropist from Mestre, the versatile liqueur originated in Padua in 1950 and has gained global fame for its unique taste and irreverent character.

Germany

Bayer 04 Leverkusen – Ceat (premium and tyre partner)

On July 19, Bayer 04 Leverkusen announced a new premium and tyre partnership with Ceat, India’s leading tyre manufacturer. This agreement marks the beginning of a collaboration that will run until June 30, 2026. Ceat replaces the previous partner, Kumho Tire, after the planned conclusion of their successful cooperation at the end of last season.

Game on! We’re now the official global premium partner of #Bayer04 Leverkusen, the reigning Bundesliga champ & DFB Cup winner! This milestone highlights our top-tier products renowned for safety, quality, & performance!@bayer04_en pic.twitter.com/NIEuAjkkGL

— CEAT TYRES (@CEATtyres) July 19, 2024

As the new official premium and tyre partner, Ceat will enjoy extensive TV presence through LED perimeter boards, cam carpets on the touchlines, and substitution boards during Werkself matches at the BayArena. Additionally, Ceat, along with Bayer 04’s other premium partners, will have a prominent presence on media backdrops at Bundesliga press conferences and during matches.

The partnership also includes hospitality benefits, and the official Bayer 04 Leverkusen team bus will be equipped with Ceat tyres. Further advertising services, such as promotional rights for Bundesliga home matches and digital rights for activation via Bayer 04 channels, complete the partner portfolio.

Spain

Atletico Madrid – LG Electronics (technology provider)

On July 17, LG Electronics and Atletico Madrid announced a groundbreaking partnership to elevate the Civitas Metropolitano stadium with state-of-the-art LED technology. This exciting collaboration will transform the stadium into one of the most technologically advanced sports venues, enhancing the fan experience with superior audiovisual displays.

LG se une a la familia rojiblanca como patrocinador oficial ❤🤍

Nuestro estadio lucirá con la última tecnología LED de LG Electronics 💫

¡Bienvenidos! 😊

ℹ️ https://t.co/AvdWdQkiEG pic.twitter.com/1IypLB8RSS

— Atlético de Madrid (@Atleti) July 17, 2024

This initiative marks LG’s most ambitious project to date, featuring a new elliptical LED installation on the stadium’s roof. This innovative design will seamlessly integrate with the existing oval and trapezoidal roof structure, providing a dynamic 360-degree visual spectacle that redefines the stadium’s iconic aesthetic.

In addition to the roof installation, the agreement will introduce advanced audiovisual systems both inside and outside the stadium. These bespoke high-performance screens will significantly expand the stadium’s LED coverage, doubling the current display area and further enriching the fan experience.

La Liga – Activa

On July 15, Activa Group will officially become La Liga‘s pan-African insurance partner, a strategic alliance designed to elevate community engagement, drive financial inclusion, and advance sports development across the continent.

Founded in 1998, Activa Insurance Group is a leading pan-African insurer based in Douala, Cameroon, with a robust presence throughout Sub-Saharan Africa. Known for its comprehensive range of life and non-life insurance products, Activa Insurance Group is celebrated for its customer-focused approach and innovative solutions. The company’s commitment to excellence and international standards has established it as a trusted insurance provider across the region.

This landmark partnership between Activa Insurance Group and La Liga represents a significant step forward in using sports as a tool for community advancement and youth empowerment in Africa. Both organizations share a vision of extending their impact beyond the football field. Through this collaboration, they aim to strengthen local community ties, enhance financial inclusion, inspire the next generation of athletes, and drive meaningful social impact through various initiatives.

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