New sponsors for Chelsea, Inter Miami, Atlético Madrid, and other major contracts of the week

Read the most significant deals from 8 to 15 July, 2024 by SponsorsGo.

England

Chelsea – Ascott (official global hotels partner)

On July 8, Chelsea Football Club announced a new partnership with The Ascott Limited (Ascott), the lodging business unit of Singapore-listed CapitaLand Investment Limited, becoming their official global hotels partner. This partnership brings exclusive VIP experiences and match tickets for fans.

Chelsea and Ascott will offer money-can’t-buy experiences for Ascott Star Rewards (ASR) members worldwide. These experiences include exclusive access to matches at Stamford Bridge and VIP visits to Chelsea’s Cobham training ground. The Ascott brand will be prominently displayed at Stamford Bridge during both men’s and women’s matches, as well as across social and digital channels with engaging content for fans.

Ascott has also been appointed to manage the hotels located at Stamford Bridge. These hotels will be operated under the ‘lyf’ brand, focusing on experience-led social living, enhancing the matchday experience for fans.

To celebrate the Chelsea-Ascott partnership, exclusive Chelsea experiences are lined up for ASR members. Fans can look forward to unique stay experiences, guided stadium tours, and limited edition co-branded merchandise. Additionally, matchday access will be easier for privileged ASR members, who will have access to guaranteed tickets for designated home matches and pre-game refreshments.

ASR members will also gain unparalleled access to VIP meet-and-greet sessions with the men’s and women’s teams, pitch-side access before home matches, intimate tours of Chelsea’s training grounds, and signed memorabilia.

Founded in 1984, Ascott has grown into a leading hospitality company with over 950 properties globally. Their brands include Ascott, Citadines, lyf, Oakwood, Somerset, The Crest Collection, and The Unlimited Collection. Headquartered in Singapore, Ascott’s presence spans more than 220 cities in over 40 countries, including regions such as Asia Pacific, Central Asia, Europe, the Middle East, Africa, and the USA.

Manchester City – C.P. Company (official style fashionwear partner)

On July 11, Manchester City revealed a new multi-year collaboration with Bologna-based Italian fashion brand, C.P. Company.

C.P. Company, now the official style fashionwear partner for Manchester City’s men’s first team, will create an exclusive line of fashionwear. This stylish attire will be worn by Manchester City’s players, coaching staff, and executive management during their travels for UEFA Champions League away games and other key matches.

One of the standout pieces in this collection is the iconic Goggle Jacket. This jacket has been redesigned with a customized silhouette, featuring co-branded lenses and embroidered logos. The collection blends the signature navy blue of C.P. Company with Manchester City’s light blue, creating a unique and fashionable look.

Beyond fashion, C.P. Company will contribute to Manchester City’s community initiatives. As part of the City in the Community’s (CITC) Healthy Goals programme, they will help renovate three community and school pitches over the duration of the partnership.

Italy

Napoli – Coca-cola (global training kit partner)

On July 8, SSC Napoli and Coca-Cola announced an exciting new partnership set to begin in the 2024/25 season.

Coca-Cola, a fixture in Italy since 1927 and a global partner of Napoli since 2022, will now serve as the global training kit partner. The Coca-Cola logo will prominently feature on the training gear of both the first team and the Primavera side during training sessions and before all competitive matches.

To celebrate this partnership, numerous activations are planned throughout Naples and at the Stadio Diego Armando Maradona. These include pre-match shows and DJ sets by renowned artists, adding a vibrant atmosphere to each game. Coca-Cola’s connection to Naples runs deep, not only because Fanta beverage, was created there in 1955, but also because Coca-Cola HBC Italia has operated a production facility in Marcianise, Caserta, since 1974.

Como 1907 – Adidas (official kit partner)

After a 21-year absence, Como 1907 has triumphantly returned to Serie A and launched an active commercial campaign to attract sponsors and partners for the 2024/2025 season. Within a week, the Italian club announced three significant partnerships.

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A post shared by ComoFootball (@comofootball)

On July 9, Como 1907 Football Club unveiled a multi-year partnership with adidas, marking a significant milestone for the club. Starting from the 2024/25 season, all Como teams, including men’s, women’s, and youth squads, will don adidas gear during their matches and official representations.

A key component of this agreement is Como’s plan to expand its retail operations, both in-store and online, on a local and global scale. This expansion will include the development of a custom lifestyle range, with further details to be announced soon.

Como 1907 – Uber (front of shirt sponsor)

In a groundbreaking move, Como 1907 has secured a three-year partnership with Uber, making the global ride-hailing giant the new front-of-shirt sponsor starting in the 2024/25 season. This marks Uber’s first foray into sponsoring an Italian football team.

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As part of this historic agreement, Uber will also serve as Como 1907’s “Official Mobility Partner.” This collaboration aims to enhance the fan experience with various perks and benefits, bringing fans closer to the action while promoting convenient and sustainable transportation options.

Como 1907 – Neuberger Berman (official back of shirt sponsor)

Como 1907 continues its strategic partnerships by announcing Neuberger Berman as the official back-of-shirt sponsor for the 2024/25 season. This collaboration places the global investment firm’s logo prominently on the back of the men’s official jerseys for all “Serie A Enilive” and “Coppa Italia FrecciaRossa” games.

Welcome to the family @neubergerberman 💪

Como 1907 is pleased to announce that investment firm, Neuberger Berman, is the club’s new official back of shirt sponsor for the 24/25 season. The global investment firm’s logo will be on the back of the men’s official jerseys for all… pic.twitter.com/Cy4gmsBJpd

— Como1907 (@Como_1907) July 12, 2024

Neuberger Berman, a private, independent, employee-owned investment firm, manages $474 billion in assets across various strategies, including equity, bond, private market, real estate, and hedge funds. Their extensive portfolio serves institutional clients, financial advisors, and private investors worldwide, including Italy.

Inter Milan – Qatar Airways

Inter Milan and Qatar Airways have expanded their collaboration, unveiling the airline as the new main training kit partner while continuing as the official airline partner. This enhanced partnership marks a significant milestone in their ongoing relationship.

There's magic in the air… 💨
The new Training Kit has just landed in Milano with the World’s Best Airline @qatarairways 👕🖤💙

Discover more 👉 https://t.co/FfQmv1TrO2#ForzaInter pic.twitter.com/pCfcj1H2qS

— Inter ⭐⭐ (@Inter_en) July 11, 2024

The Qatar Airways logo will be prominently displayed on all training apparel and warm-up jerseys for Inter Milan’s men’s, women’s, and youth teams. This includes competitions such as Serie A, Coppa Italia, UEFA Champions League, and the FIFA Club World Cup 2025.
This partnership isn’t limited to just the training kit. It encompasses all business units from the existing agreement with Qatar Airways, including:

• Hamad International Airport (‘Official Airport’)
• Qatar Duty Free (‘Official Duty-Free’)
• Qatar Airways Privilege Club (‘Official Frequent Flyer Programme’)
• Qatar Airways Holidays (‘Official Fan Travel Partner’)

The inclusion of Visit Qatar, the country’s official tourism board, ensures a well-rounded agreement, enhancing interactions with global audiences and promoting tourism in Qatar.

In addition to Qatar Airways, the 2024/25 training kit will feature BPER as the official training kit sleeve partner. Konami will continue its role as the Training Kit Back Partner, a position it has held since July 2022.

Spain

Atletico Madrid – Kraken (sleeve partner)

On July 10, Atletico Madrid revealed a groundbreaking partnership with Kraken, a leading cryptocurrency trading company. Starting from the 2024/25 season, Kraken will become the club’s official сrypto and Web3 partner.

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As part of this collaboration, Kraken’s logo will feature prominently on the sleeves of the playing kits for both the men’s and women’s first teams.

Atletico Madrid and Kraken will embark on joint initiatives designed to enhance the fan experience and foster digital innovation. These projects will include community outreach programs and new ways to engage with supporters worldwide.

Kraken, legally known as Payward, Inc., is a U.S.-based cryptocurrency exchange founded in 2011.

Barcelona – Figueras Seating (VIP seating supplier’ for Espai Barça)

On July 11, FC Barcelona announced a new partnership with Figueras Seating to bring exceptional comfort and innovative design to VIP seats at Spotify Camp Nou. The globally recognized seating solutions specialist will serve as the ‘VIP Seating Supplier’ for Espai Barça from July 1, 2025, to June 30, 2027.

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A post shared by Figueras Seating (@figueras.seating)

Espai Barça represents a groundbreaking project in the sports and entertainment industry, focusing on redeveloping the iconic Spotify Camp Nou into a world-class sports complex in the heart of a major city. This project includes a cutting-edge range of VIP products offered by Barça Hospitality, which will significantly enhance the quality and capacity of the new stadium. The future venue will accommodate up to 9,400 Premium supporters in various seats and boxes.

As part of the agreement, Figueras Seating will supply state-of-the-art VIP seats, designed to maximize comfort for fans attending matches. These seats will be integrated into the different VIP areas, offering a blend of style and sustainability. The designs utilize eco-friendly materials and efficient production techniques, ensuring a premium experience for all spectators.

Real Betis – Trainline (back of shirt partner)

Real Betis and Trainline, which sells train and coach tickets in more than 40 countries across Europe, have signed a sponsorship agreement until June 30, 2026. Under this alliance, the company’s logo will be displayed on the back of the official match shirts of the men’s first team, the women’s first team, and the futsal first team.

📢 #RealBetis and Trainline announce partnership until 2026 🙌🆒

Welcome to the Green and White family, @thetrainline! 🚄😃

➡ https://t.co/y7uXjr64Cl pic.twitter.com/yTlDxMVMVr

— Real Betis Balompié (@RealBetis_en) July 4, 2024

Trainline will also be official partners of the Forever Green sustainability brand, emphasising the environmental benefits of travelling by rail. Through this partnership, Real Betis associates its brand with an international leader in the ticketing sector, consolidating its global projection and adds another major brand to its sponsorship portfolio of more than 170 companies.

Trainline is Europe’s number one most downloaded rail travel app, selling train and coach tickets to millions of travellers worldwide. Trainline offers countless routes, fares, and schedules from over 270 rail and bus companies in more than 40 countries, providing its customers with added value in their travels with real-time intelligent information during the journeys. Its goal is to make these trips easier and more accessible, encouraging users to choose more sustainable options.

US

Inter Miami – Audi (official premium automotive partner)

On July 11, Audi and Inter Miami CF unveiled a groundbreaking partnership, marking Audi as the club’s official premium automotive partner.

Inter Miami CF Announces Landmark Partnership with Audi

We are thrilled to announce that Audi has become the Official Premium Automotive Partner of Inter Miami CF! This multi-year partnership unites two powerhouses committed to performance and excellence both on and off the… pic.twitter.com/reAyAZUJo4

— Inter Miami CF (@InterMiamiCF) July 11, 2024

Inter Miami CF supporters will enjoy immersive Audi experiences both on and off the field. Audi Test Drive events will give fans the opportunity to interact with Audi’s latest vehicles, fostering a deeper connection between the brand and the fan base. The partnership extends to the club’s digital and social media platforms, where fans can participate in exclusive activations and engage with unique content during matches.

Owners of select MY 23/24 Audi vehicles can personalize their driving experience with Inter Miami CF Audi Themes, available for purchase through the myAudi Marketplace. These themes transform the vehicle’s interior with Club-themed wallpapers, allowing fans to showcase their allegiance in style.

Since 2015, Audi of America has been the official automotive partner of MLS, significantly impacting youth development initiatives. Over 3,800 young players have benefited from enhanced educational resources, while more than 350 youth players have gained access to improved housing options. Audi’s support extends further with a $5 million investment in MLS academies, nurturing the next generation of soccer talent.

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