Meme frog on Udinese’s sleeve, City’s landmark deal with Betway, and other major sponsorship deals of the week

Read the most significant deals from 22 to 29 July, 2024 by SponsorsGo.

England

AFC Bournemouth – bj88 (front of shirt partner)

Last week, AFC Bournemouth announced three new sponsorship deals, securing primary inventory on the club’s playing kit, including the front-of-shirt and sleeve sponsorships.

On July 24, the club revealed that the new front-of-shirt sponsor would be the Asian betting brand bj88. The contract spans two seasons, 2024/25 and 2025/26. According to the club’s press release, bj88 has been designated as the Principal Sponsor, marking the largest sponsorship deal in the club’s history.

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Founded in 2021, bj88 is an established firm in Asia and also operates in Latin America and South Asia. The company plans to expand its presence to the UK soon.

As part of their commitment to Bournemouth, bj88 will make a financial donation towards community projects that promote health, well-being, and inclusion for adults. As with previous seasons, adult and youth kits will continue to be sold without the sponsor logo.

AFC Bournemouth – Leos International (sleeve partner)

The day after announcing their front-of-shirt sponsor, Bournemouth revealed that international property developer Leos International will become the sleeve partner for the men’s team for the next two seasons, starting from 2024/2025.

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Leos, an international property developer with offices in the UK and Dubai, has also will have a significant presence during the club’s ‘Bourne in the USA’ summer tour. This tour saw Andoni Iraola’s side travel to Los Angeles for fixtures against Wrexham and Arsenal.

AFC Bournemouth – Utilita (official energy and sustainability partner)

Bournemouth has signed a three-year agreement with Utilita, designating it as the club’s official energy and sustainability partner. As part of this partnership, Utilita has begun installing over 600 solar panels at Bournemouth’s new Canford training complex.

We're delighted to announce @UtilitaEnergy as our official Energy and Sustainability Partner!

The multi-year partnership will help us reduce CO2 emissions through the installation of solar panels – while continuing to spread energy awareness through community initiatives ⚽☀️

— AFC Bournemouth 🍒 (@afcbournemouth) July 23, 2024

These solar panels will be spread across the main roof and pitch maintenance building, significantly reducing the club’s annual CO2 emissions by 30,000 kilograms and saving £1.5 million in costs. The installation is expected to be completed by the end of the summer.

In addition to this, Utilita will collaborate with AFC Bournemouth on several sustainability campaigns, including a 20-week initiative with the Community sports trust to raise local awareness about green energy and solar power. Other initiatives include the Utilita energy savings champion, where fans can nominate community members who have made significant environmental contributions, with the winner receiving an exclusive VIP prize.

Moreover, the club will support Utilita’s football rebooted campaign, a boot recycling scheme aimed at preventing one million pairs of boots from going to landfill. Cherries fans can donate or claim pre-played football boots for free at the club’s Vitality Stadium store.

Liverpool – Strauss (official workwear partner)

Liverpool FC has entered into a new multi-year global partnership with Strauss, a renowned German brand specializing in engineering and manufacturing performance workwear. This partnership makes Strauss the club’s official workwear partner, marking the first such partnership in the Premier League.

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Starting with Liverpool’s pre-season tour of the USA, the Strauss brand will gain premium visibility across various club channels, including branded signage and high-visibility assets. This will involve pitchside LED screens, which will also be featured at Anfield starting in August, reaching an audience of over 400 million TV viewers throughout the season.

This partnership with Liverpool FC solidifies Strauss’s position as a global leader in the workwear category. Strauss has an established history in football sponsorship, including long-standing relationships with the German Football Association and several Bundesliga clubs.

Beyond Germany, Strauss is also a lead sponsor for UEFA’s 2024 European Championship, the Champions League, Europa League, and Conference League. The brand is expanding rapidly in the Americas, sponsoring Major League Soccer’s Los Angeles Football Club and the Mexico national team.

Manchester City – Betway (official global betting partner)

On July 26, Manchester City announced a new multi-year partnership with Betway, an online betting and gaming brand. This significant deal was commemorated during the Club’s pre-season tour of the United States, with key representatives from Manchester City and Super Group participating in the New York Stock Exchange bell-ringing ceremony.

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Beginning with the 2024/25 season, Betway will become Manchester City’s official global betting partner. Throughout the partnership, both entities will collaborate on various activations and exclusive content opportunities, ensuring the Betway brand is prominently featured across the club’s digital and in-stadia assets.

Furthermore, Manchester City and Betway will jointly provide comprehensive training for players, coaches, management, and staff on all relevant codes of conduct related to betting integrity and responsible gambling. This partnership aims to foster a strong, ethical approach to betting practices while enhancing the fan experience through innovative content and engagement.

Italy

Atalanta – Acqua Lete (front of shirt partner)

On July 26, Atalanta and Acqua Lete announced a partnership agreement for three seasons, starting from the 2024/25 campaign. The Italian mineral water brand Acqua Lete will be the front-of-shirt sponsor for the club and will be the main sponsor for all competitions. This includes the UEFA Super Cup, the UEFA Champions League, Serie A, the Coppa Italia, and the Italian Super Cup.

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Acqua Lete is a historic brand that first entered the market in 1893, known for bottling its mineral water.

Udinese – APU Apustaja (sleeve partner)

On July 25, APU Apustaja, the popular meme coin, announced a global partnership with Udinese Calcio, set to commence for the 2024/25 football season.

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Partnership Highlights:

• Jersey Sleeve Sponsorship: APU Apustaja’s logo will feature prominently on the sleeves of Udinese’s jerseys, ensuring high visibility during every match.
• LED Field Panels: The partnership includes advertising on LED panels along the field during home games, maximizing exposure to fans both in the stadium and watching on television.
• Extensive Marketing Assets: The deal covers significant marketing opportunities, including social media promotion, branding on interview backdrops, and match tickets for promotional events.

A key aspect of this partnership is a shared commitment to promoting sustainability. APU Apustaja and Udinese Calcio will leverage their engaged and diverse communities to:

• Promote Eco-friendly Practices: Encouraging fans and the broader community to adopt sustainable habits.
• Support Green Projects: Collaborating on initiatives that benefit the environment.
• Raise Awareness: Highlighting the importance of sustainability and environmental responsibility through various campaigns.

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