Red Bull expands further into the Premier League, Dyson enters audio market with AC Milan partnership, and more sponsorship highlights of the week

Read the most significant deals from 16 to 23 September, 2024 on SponsorsGo.

England

Crystal Palace  – Red Bull (official energy drink partner)

On 20 September 2024, Crystal Palace FC announced a new partnership with Red Bull, the world-renowned energy drinks brand. Red Bull will become the Official Energy Drinks Partner for both the men’s team and the women’s team, which is preparing for their debut season in the Women’s Super League (WSL).

Welcome to the Palace family, @RedBullUK ❤️💙

The world’s leading energy drinks brand will become the official energy drinks partner of both the men’s and women’s team.#CPFC // @cpfc_w

— Crystal Palace F.C. (@CPFC) September 20, 2024

The partnership between Crystal Palace and Red Bull will introduce prominent branding opportunities throughout Selhurst Park. This includes pitch-side digital ribbons, crowd-facing LED boards, and screens within the stadium. Red Bull’s iconic branding will also be visible on the in-stadia TV screens and through drinks hardware located around the venue. To enhance the matchday experience, Red Bull products will be available for purchase at selected kiosks, allowing fans to enjoy the brand while supporting their team.

West Ham United – Red Bull (official energy drink partner)

On September 19, 2024, West Ham United unveiled a new multi-year partnership with Red Bull. Red Bull will now serve as the official energy drink partner for both the men’s and women’s teams, marking a significant collaboration aimed at enhancing on-field performance.

Fuelling elite performance in east London with @RedBullUK, our new Official Energy Drink Partner 🤝

— West Ham United (@WestHam) September 19, 2024

Red Bull’s partnership with West Ham United will provide the Austrian drinks company with high-profile global exposure. Their branding will be prominently displayed at London Stadium and the Chigwell Construction Stadium during all home matches, making Red Bull visible to millions of fans attending games or watching broadcasts.

The energy drink brand will also supply products to the playing and coaching staff for both teams. Fans attending matchdays will be able to purchase Red Bull products from concourse sales points, further integrating the brand into the fan experience.

One of the highlights of the partnership is the focus on sports science and player nutrition. West Ham United’s sports scientists and nutritionists will collaborate with Red Bull to develop matchday nutrition plans that fuel elite performance. Through this partnership, the club will also produce engaging content for fans, showcasing the role that proper nutrition plays in enhancing player performance.

In addition to the visible branding and product availability, the collaboration will also involve creating exclusive content that dives into the nutritional strategies employed by the club. Select first-team players will be featured in these initiatives, offering fans a behind-the-scenes look at how sports science contributes to player success on the pitch.

Italy

AC Milan – Dyson

On September 16, 2024, AC Milan announced a new strategic collaboration with Dyson, a global leader in innovation and design. The partnership aligns the values of two internationally recognized brands—AC Milan in sports and Dyson in technology.

#ACMilan & @Dyson, global leader in technological innovation and design, team up to blend sport & technology by combining cutting-edge innovation with Rossonero passion 🤝#SempreMilan

— AC Milan (@acmilan) September 16, 2024

One of the main highlights of this partnership is the launch of Dyson’s OnTrac headphones, marking the company’s entry into the audio industry. These headphones are equipped with advanced active noise cancellation technology, aimed at enhancing user experience by providing high-quality sound and comfort.

This collaboration also highlights Dyson’s broader ambitions to further establish its presence in sectors beyond home appliances, signaling its entry into new markets like audio technology, while AC Milan continues to expand its network of innovative corporate partnerships.

Spain

La Liga – Bitget (official crypto partner)

On September 20, 2024, global cryptocurrency exchange Bitget announced a major multi-million-dollar partnership with La Liga, one of the most prestigious football leagues in the world. This collaboration makes Bitget the official crypto partner of La Liga, reinforcing the company’s growing interest in expanding its presence in Asia and Latin America, regions where both cryptocurrency and football are hugely popular.

It’s official! Bitget is now the Official Crypto Partner of LALIGA in the EASTERN, SEA, and LATAM regions. Looking forward to my trip to Madrid already 😎🇪🇸 #MakeItCount #Bitget6 #LaLiga pic.twitter.com/Wu1YOPPeOy

— Gracy Chen @Bitget (@GracyBitget) September 19, 2024

The announcement came during the Token 2049 event in Singapore, a significant platform for the blockchain industry. With La Liga’s global influence, which includes teams like Real Madrid and FC Barcelona and stars such as Kylian Mbappé, Vinícius Jr., and Robert Lewandowski, Bitget expects this partnership to offer substantial exposure. La Liga’s popularity is reflected in matches like El Clasico, which attracts over 650 million viewers across 180 countries.

The partnership is expected to last up to three years, with Bitget aiming to leverage La Liga’s massive fanbase to promote Web3 solutions and grow cryptocurrency adoption. The alliance aligns with Bitget’s strategy to increase awareness of crypto, particularly in emerging markets such as Asia and Latin America. According to a Chainalysis report, countries like India, Indonesia, Brazil, and Mexico lead global crypto adoption, and these nations also have a strong passion for football.

La Liga – TikTok (key digital content partner)

On September 19, 2024, La Liga and TikTok unveiled a strategic partnership, positioning TikTok as the key digital content partner for the competition. This collaboration promises to reshape how football enthusiasts engage with the sport by offering exclusive, behind-the-scenes content from La Liga, shared directly with TikTok’s global community, which boasts over one billion users.

🤝 LALIGA y @TikTok_ES firman un acuerdo de colaboración.

👀 ¡Contenidos exclusivos y experiencias innovadoras!

🆕 Nuevas funcionalidades y formatos para disfrutar de la emoción de @LaLiga y los clubes.https://t.co/sEA6q93kGc pic.twitter.com/2VJakzMZhN

— LALIGA Corporativo (@LaLigaCorp) September 19, 2024

Key highlights of the collaboration:

• Exclusive content: As part of the agreement, TikTok becomes the official platform for distributing La Liga content, including specially designed formats that leverage TikTok’s creative ecosystem. The hashtag #InsideLALIGA will offer fans a closer, behind-the-scenes look at Spanish football, providing a unique experience.

• Creator engagement: TikTok’s leading content creators will collaborate with La Liga to offer fans fresh, dynamic perspectives on the game, from matchday moments to the daily lives of players and clubs.

• Innovative digital activations: La Liga clubs and players will have priority access to TikTok’s cutting-edge features and formats. This collaboration will facilitate digital activations during key football moments, such as derbies and finals, offering exclusive experiences to fans.

• Training for clubs: As part of the partnership, La Liga will conduct digital training for its clubs and professionals to enhance their digital communication skills on TikTok, allowing for more effective engagement with their fanbase.

With this partnership, La Liga continues its digital innovation, targeting new audiences through modern content formats, while TikTok reinforces its role as a top entertainment platform, particularly in the sports sector.

International

UEFA Champions League – Qatar Airways (official airline partner)

On September 19, 2024, Qatar Airways announced a landmark partnership with the UEFA Champions League, securing the prestigious role of official airline partner through 2030. This collaboration further cements Qatar Airways’ position as a major player in sports sponsorships, having already been a partner for significant UEFA events like UEFA Euro 2020, UEFA Euro 2024, UEFA Nations League, and the UEFA European Under-21 Championship.

This deal covers not only the UEFA Champions League but also extends to other major UEFA tournaments including the UEFA Super Cup, UEFA Youth League, and UEFA Futsal Champions League. With this partnership, Qatar Airways seeks to enhance its brand visibility through in-game LED boards, media backdrops, and broadcast integrations, positioning the airline at the forefront of global football audiences.

Aligning with its mission of global connectivity, Qatar Airways plans to offer football fans special travel packages, promotions, and exclusive discounts via Hamad International Airport in Doha. This will include tailored travel solutions for fans attending matches across Europe and other global destinations. The airline will leverage its vast network, serving over 50 European destinations, to deliver seamless travel experiences for football enthusiasts.

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