New luxury partners for City and Bayern, China’s Linglong Tire signs with Real Madrid, and other notable sponsorship deals of the week
Read about the most significant sponsorship deals from 23 to 30 September, 2024, on SponsorsGo.
England
Arsenal – ComAve (official e-commerce marketplace partner)
26 September 2024 – Arsenal Football Club and ComAve, a global e-commerce platform, have unveiled a new multi-year partnership that designates ComAve as Arsenal’s official e-commerce marketplace partner. This collaboration introduces new opportunities for Arsenal supporters globally to engage with the club through an interactive and rewarding online experience.
Bringing supporters even closer to the action 🙌
— Arsenal (@Arsenal) September 26, 2024
We’re delighted to announce @ComAve_Official as our Official E-Commerce Marketplace partner 🤝 pic.twitter.com/ppBZK238Xk
As part of this agreement, ComAve will create a dedicated online platform tailored to Arsenal fans. This platform will allow supporters to shop for official merchandise while also participating in a range of activities and games related to the club. Fans will be able to earn loyalty points for every interaction on the platform, which can be redeemed for exclusive discounts and experiences.
Manchester City – Jacob & Co (official local partner)
23 September 2024 – Manchester City has confirmed a new multi-year local partnership with renowned luxury watchmaker Jacob & Co, recognized globally for their craftsmanship, creativity, and innovation.
A standout feature of this partnership will be the creation of limited edition co-branded watches. These exclusive timepieces will be inspired by iconic moments in Manchester City’s history, encapsulating the club’s pioneering spirit. Crafted from luxurious materials such as titanium, ceramic, and rose gold, the watches will showcase Jacob & Co’s signature craftsmanship while paying tribute to Manchester City’s celebrated milestones.
Each limited-edition watch will combine exquisite craftsmanship with the club’s identity, making them highly desirable for collectors and fans alike. The watches will be tailored in a bespoke size to reflect both the elegance of Jacob & Co’s designs and the significance of City’s key football moments.
The partnership goes beyond watches. As part of this collaboration, Jacob & Co will become the presenting partner of selected Manchester City hospitality packages. This includes experiences such as the Icon Experience and VIP Away Trips, designed to elevate the fan experience at the Etihad Stadium and during European away trips. These packages will offer unique, immersive opportunities for fans to engage with the club in luxurious settings.
Nottingham Forest – Red Bull (official energy drink partner)
September 21, 2024 – Nottingham Forest has officially announced a new partnership with Red Bull, the world-renowned energy drink and lifestyle brand. Under this collaboration, Red Bull becomes the official energy drink partner of Nottingham Forest Football Club.
We are pleased to announce a partnership with Red Bull, who become the Club’s new Official Energy Drink Partner 🤝
— Nottingham Forest (@NFFC) September 21, 2024
As part of the agreement, Red Bull’s branding will be highly visible throughout Nottingham Forest’s facilities. This includes branded bottles, bottle carriers, coolers, and ice boxes at The Nigel Doughty Academy. Additionally, Red Bull will be featured at both home and away matches and will be available for purchase at The City Ground, Nottingham Forest’s home stadium. Fans will also notice Red Bull’s integration on pitch-side LEDs and digital platforms, further highlighting the energy drink’s presence.
Wolverhampton – Visit Lauderdale (official destination partner)
On 26 September 2024, Wolverhampton Wanderers (Wolves) officially announced a new partnership with Visit Lauderdale, establishing the tourism board as the club’s official destination partner for the upcoming 2024/25 football season.
Off the back of a successful pre-season based in Greater Fort Lauderdale, we're welcoming @visitlauderdale as our official destination partner ☀️
— Wolves (@Wolves) September 26, 2024
#VisitLauderdale #EveryoneUnderTheSun
The partnership follows Wolves’ successful two-week pre-season tour in Greater Fort Lauderdale earlier this year. During their stay, Wolves competed in the inaugural Stateside Cup, including a fixture against RB Leipzig at Chase Stadium.
Visit Lauderdale aims to use this partnership to promote Greater Fort Lauderdale as a premier year-round destination, offering leisure, nature, and adventure activities. The collaboration will see Visit Lauderdale showcase the very best the region has to offer, connecting with Wolves fans globally throughout the 2024/25 season.
France
Paris Saint-Germain – Snipes (official culture & community partner)
On 23 September 2024, Snipes, a global streetwear and sneaker retailer, announced its partnership with Paris Saint-Germain (PSG), becoming the official culture & community partner of the prestigious football club.
As part of the multi-year deal, the Snipes logo will now be prominently displayed on the back of the men’s first team jerseys during all Ligue 1 matches. This collaboration is set to run for three years, during which time Snipes will focus on expanding its brand presence not only in France, but also worldwide, leveraging PSG’s global fanbase and reach.
SNIPES has officially joined forces with Paris Saint-Germain as the new Official Culture & Community Partner of the Club. As part of the deal, the SNIPES logo will be displayed on the back of the Men’s First Team jersey during all Ligue 1 games https://t.co/CifxSuqQHN
— Paris Saint-Germain (@PSG_English) September 23, 2024
This partnership transcends traditional sponsorships, with Snipes embedding its cultural identity into PSG’s activities. Being the “official culture & community partner” means that Snipes is not only aligning with the club on a commercial level but also integrating deeply into the social and cultural fabric of PSG’s community outreach.
The partnership will also feature in Snipes’ charity program, known as “Snipes Serves”, which focuses on providing underprivileged children and adolescents with unforgettable moments in both sports and cultural education.
Germany
Bayern Munich – Breitling (official timekeeper)
On 24 September 2024, FC Bayern Munich announced an exclusive partnership with Breitling, the renowned Swiss luxury watchmaker.
This partnership marks a significant collaboration between two iconic entities that share a deep-rooted commitment to quality, heritage, and innovation. Breitling, founded in 1884, celebrates its 140th anniversary this year, while FC Bayern prepares for its 125th anniversary in 2025. Both brands have long histories, marked by innovation and leadership in their respective fields.
Breitling’s role as Official Timekeeper will see the Swiss brand’s precision watches displayed across FC Bayern’s platforms, including matchdays at the Allianz Arena.
As part of the collaboration, Breitling will introduce special limited-edition timepieces dedicated to FC Bayern fans. The luxury watchmaker will also have a visible presence through branding at key points during matchdays, enhancing their connection with millions of football fans worldwide. The Breitling logo will be showcased across the stadium’s digital screens and other communication channels, blending Swiss precision with football excellence.
Italy
AC Milan – TIM (official telco partner)
On 19 September 2024, AC Milan and TIM unveiled a new collaboration, marking a significant partnership between the renowned Italian telecommunications company and the Rossoneri football club. TIM joins AC Milan’s premium partner family, becoming the telco partner for the club starting this season.
Starting from the current season, TIM will become the Club’s Telco Partner and Back of Shirt sponsor for the Women’s First Team and Milan Primavera 🤝 #SempreMilan @GruppoTIM
— AC Milan (@acmilan) September 19, 2024
As part of this agreement, TIM will feature as the back of shirt sponsor for AC Milan’s women’s first team and the men’s Primavera team.
This partnership fits seamlessly into TIM’s broader strategy, reflected in their “La Forza delle Connessioni” campaign. The initiative emphasizes how connections bring people together, both in sports and in life. Whether watching a match at the stadium or sharing a game with family at home, these connections amplify the emotions and experiences surrounding football, creating lasting memories.
Juventus – La Molisana (official pasta brand)
On 19 September 2024, Juventus FC and La Molisana, one of Italy’s leading pasta producers, announced a new collaboration. As part of this partnership, La Molisana becomes the official pasta brand for Juventus.
Juventus and La Molisana: Italian excellence combined 🤝🍝
— JuventusFC 🇬🇧🇺🇸 (@juventusfcen) September 19, 2024
Both brands will engage in a series of marketing activations, with La Molisana expected to feature prominently in Juventus’ digital platforms, social media campaigns, and potentially in-stadium advertising during Juventus matches. This initiative will help broaden La Molisana’s global reach while connecting with millions of Juventus fans worldwide.
Saudi Arabia
Al Nassr – BMW (official automotive partner)
On 19 September 2024, Al Nassr FC signed an exciting new partnership with Mohamed Yousuf Naghi Motors, the official BMW importer in Saudi Arabia. This collaboration sees BMW become the official automotive partner of the club until 2027, marking a significant step for both brands.
Mohamed Yousuf Naghi BMW Importer is the official Automotive Partner for @AlNassrFC 💛
— AlNassr FC (@AlNassrFC_EN) September 18, 2024
Welcome @BMWsaudiarabia 🤝 pic.twitter.com/8fxC4iM9DI
As part of the multi-year agreement, BMW will supply Al Nassr with a fleet of luxury vehicles, including models like the BMW XM and BMW 7 Series. This partnership aims to bring luxury and convenience to the football club’s daily operations, further strengthening Al Nassr’s image as a premier club in global football.
Spain
Real Madrid – Linglong Tire (global partner)
27 September 2024 – Real Madrid has officially entered into a global sponsorship deal with Linglong Tire, one of the leading tire brands in the Chinese market.
🛞🤝 We are thrilled to announce an exciting partnership: LingLong Tire, a well-known global tire maker, becomes Global Partner of Real Madrid.
— Real Madrid C.F. 🇬🇧🇺🇸 (@realmadriden) September 27, 2024
👉 https://t.co/dkEFoLTW8S#LinglongTire | #LingLong pic.twitter.com/uKhywsP8yg
Under this agreement, Linglong Tire will become a prominent presence at Real Madrid events, engaging in multiple fields of collaboration. These initiatives will include innovative marketing activities, leveraging both brands’ influence to generate sports marketing opportunities. Together, Real Madrid and Linglong aim to explore new possibilities for business growth through their joint projects in sports marketing, further enhancing their global footprint.
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