Red Bull’s first sponsorship deal in Italy, notable contracts for Napoli, Tottenham, and Stuttgart, and other major deals of the week

Read the most significant deals from 9 to 16 September, 2024 on SponsorsGo.

England

Brighton and Hove Albion – Wayfair (official partner)

On September 12, 2024, Wayfair, one of the largest global online retailers for home products, announced its partnership with Brighton & Hove Albion for the 2024/25 football season. This collaboration is designed to enhance Wayfair’s brand presence while also providing fans with exclusive opportunities to engage with the retailer through various platforms.

We are proud to announce our official partnership with Wayfair for the 2024-25 season. 🤝

— Brighton & Hove Albion (@OfficialBHAFC) September 12, 2024

As part of the partnership, Wayfair will gain significant visibility at Brighton & Hove Albion’s home ground, the American Express Stadium. The brand’s presence will be featured on stadium advertising boards, digital platforms, and social media.

Fans can expect more than just branding as Wayfair plans to create unique moments throughout the season. This will include exclusive promotions, competitions, and interactive content designed to strengthen fan engagement.

This partnership follows the recent launch of Wayfair’s UK campaign, “Get It Out Of Your Head And Into Your Home,” which highlights the retailer’s wide product range and personalization options. Through TV spots, social media promotions, and out-of-home elements, Wayfair continues to champion individual customer choice, now extending this message to the Brighton & Hove Albion fanbase.

Chelsea – Linglong Tire (official global partner)

On September 9, 2024, Shandong Linglong Tire Co., Ltd., a leading Chinese tyre manufacturer, announced a new partnership with Chelsea Football Club. Linglong Tire exports its products to 173 countries, including regions across Europe, the Middle East, the Americas, Asia Pacific, and Africa. The company also supplies equipment and services to over 100 manufacturing bases of 60 globally renowned automakers.

Welcome Linglong Tire. 🤝

Global tyre manufacturer Linglong Tire joins the Blues family as our new official global tyre partner on a multi-year deal. 🛞

— Chelsea FC (@ChelseaFC) September 9, 2024

Linglong will supply the tyres for Chelsea FC’s men’s team bus in the UK, further integrating its products into the sports industry. The partnership also includes various marketing activations aimed at boosting brand visibility.

Linglong Tire plans to leverage its relationship with Chelsea FC through bespoke digital content and fan engagement initiatives. This includes exclusive interactions between the club’s star players and the Linglong brand. As part of the agreement, Linglong will benefit from pitchside advertising during both Chelsea’s men’s and women’s team matches at Stamford Bridge.

Tottenham Hotspur – Ant International (official global payment solutions and digital wallet partner and the first official training wear sleeve partner)

On September 12, 2024, Tottenham Hotspur announced a new three-year strategic partnership with Ant International, a leading digital payment and financial technology provider. This collaboration is aimed at enhancing the digital and payment experiences for Tottenham fans worldwide.

Under this partnership, Ant International and its associated brands, Alipay+, Antom, and WorldFirst, will become the Official Global Payment Solutions and Digital Wallet Partner of Tottenham Hotspur. Notably, Alipay+ will feature as the Official Training Wear Sleeve Partner for both the men’s and women’s teams. This marks a significant expansion in Ant International’s involvement in global sports sponsorship.

The Club has today announced a new partnership with Ant International that sees @AlipayPlus become Official Training Wear Sleeve Partner for both our men’s and women’s teams 🤝

Find out more ⤵️

— Tottenham Hotspur (@SpursOfficial) September 12, 2024

Tottenham Hotspur, in collaboration with Alipay+ and Antom, aims to simplify the payment experience for its fans. The partnership will enable seamless transactions at the Tottenham Hotspur Stadium and through the club’s e-commerce platforms. Fans, especially those in the Asia-Pacific (APAC) region, will benefit from using payment methods widely recognized in the area, including Alipay.

Ant International will leverage its expertise to help Tottenham grow and engage its fanbase in the APAC region. Through its partner apps, such as Alipay, the company aims to foster stronger digital engagement among football fans. Ant International has a proven track record in the football industry, having sponsored both UEFA Euro 2020 and Euro 2024 tournaments. This experience will further enhance Tottenham’s presence in the global market.

Germany

VfB Stuttgart – LBBW (front of shirt sponsor)

On September 5, 2024, LBBW (Landesbank Baden-Württemberg) expanded its partnership with VfB Stuttgart, a collaboration that initially started with the youth teams at the beginning of August 2024. LBBW, which had already become the main sponsor for the club’s youth and academy teams, is now confirmed to feature its logo on the shirts of the professional team starting from the 2025/26 season.

Regionale Verbundenheit, gesellschaftliche Verantwortung und internationale Ambitionen als Gemeinsamkeit: Die LBBW wird von der Saison 2025/2026 an neuer Hauptsponsor des VfB Stuttgart. Zur Meldung ➡️ https://t.co/fOrxfkbGdh#VfB | #LBBW pic.twitter.com/BCUykvOL4V

— VfB Stuttgart (@VfB) September 5, 2024

LBBW and VfB Stuttgart share a strong history of collaboration, and this latest announcement signifies a major extension of their relationship. The agreement sees LBBW moving from being solely a youth sponsor to becoming the main and shirt sponsor for the first team as well, underscoring their growing commitment to the club.

This partnership also marks LBBW’s largest sponsorship deal to date. The collaboration aligns with the bank’s broader strategy aimed at driving growth and increasing its relevance as a medium-sized universal bank in Germany. Through this sponsorship, LBBW aims to significantly enhance its national brand awareness while expanding its presence on the international stage. The deal is designed to connect LBBW’s corporate goals with the visibility that comes from partnering with a prominent football club like VfB Stuttgart.

While the financial terms of the partnership remain undisclosed, the impact of this deal on both parties is clear. For VfB Stuttgart, this represents a major boost in sponsorship funding, while LBBW benefits from increased exposure through the club’s matches and media presence.

VfB Stuttgart – Hugo Boss (official partner)

On September 13, 2024, VfB Stuttgart announced a new partnership with Hugo Boss, one of the world’s leading luxury fashion brands. Under this agreement, Hugo Boss will serve as the official outfitter for VfB Stuttgart’s first-team squad, coaching staff, and key club representatives during the 2024/25 season.

Italy

Napoli – Acqua Sorgesana (back of shirt partner)

On September 12, 2024, SSC Napoli and SGAM Spa confirmed a new chapter in their long-standing partnership, announcing that Acqua Sorgesana will be featured as the team’s Back-of-Shirt Partner for the upcoming three seasons. This deal extends the collaboration between the club and the mineral water brand, which has been in place for 19 of the 20 years since Aurelio De Laurentiis took over as president.

📣 | Partnership Announcement

Thirsty for success.

Introducing @AcquaSorgesana as our new Back-of-Shirt Partner

Read the news: https://t.co/6cDlmbk3lR

Leggi la news: https://t.co/kyJGHCj5ft

💙 #ProudToBeNapoli pic.twitter.com/FLBOEOZGXL

— Official SSC Napoli (@sscnapoli) September 12, 2024

The relationship between SSC Napoli and Acqua Sorgesana began in 2005, when the club was still competing in Serie C. Over the years, the brand has stood by the team through their rise to Serie A, culminating in their recent Scudetto victory. This renewed deal highlights the continuity and mutual success between the two organizations.

With this new agreement, Acqua Sorgesana will maintain its role as the Official Water of SSC Napoli and increase its brand visibility by being prominently displayed on the back of both the first team’s and U19s’ shirts. Additionally, the brand will enjoy further exposure across SSC Napoli’s online and offline platforms, reaching fans globally through the club’s media channels.

Parma Calcio 1913 – Zondacrypto (official crypto exchange partner)

On 12 September 2024, Parma Calcio announced an innovative partnership with zondacrypto, one of the largest cryptocurrency exchange platform in Central and Eastern Europe. Zondacrypto becomes Parma Calcio’s official crypto exchange partner for the 2024/25 season.

.@zondacrypto diventa Official Crypto Exchange Partner del Parma Calcio, per la stagione in corso 2024/2025: il nuovo sponsor sarà visibile sui nostri kit di allenamento 💛💙

Il comunicato ➡️ https://t.co/2GURidzDQk#ForzaParma pic.twitter.com/JIkHOw1fKa

— 𝐏𝐚𝐫𝐦𝐚 𝐂𝐚𝐥𝐜𝐢𝐨 𝟏𝟗𝟏𝟑 (@1913parmacalcio) September 12, 2024

As part of this new sponsorship deal, Zondacrypto’s branding will feature prominently on Parma Calcio’s training kits. The partnership aims to expand the visibility of the cryptocurrency brand within Italian football, promoting Zondacrypto’s growing presence in the market.

Roma – ComAve (official e-commerce partner)

On 9 September 2024, AS Roma revealed a strategic collaboration with ComAve, an innovative platform specializing in e-commerce and fan engagement. This partnership is set to provide AS Roma supporters with a unique blend of football passion and an elevated online shopping experience.

🤝 L'#ASRoma è orgogliosa di annunciare una partnership strategica con @ComAve_Official, una piattaforma innovativa dedicata all'e-commerce e al fan engagement.

📄 https://t.co/KdJi6465Mr pic.twitter.com/TCOZlq6erX

— AS Roma (@OfficialASRoma) September 9, 2024

Through this agreement, ComAve becomes the official e-commerce partner for AS Roma, allowing fans who shop through the platform to access a wide range of exclusive benefits. This includes official merchandise, unique experiences, and other exclusive rewards aimed at deepening fan interaction with the club.

The partnership emphasizes fan engagement through interactive campaigns that offer supporters opportunities to connect more deeply with AS Roma. Fans will have the chance to earn rewards and participate in interactive campaigns, which aim to strengthen the bond between the club and its supporters by offering exclusive opportunities.

Torino – Red Bull (official energy drink partner)

On 12 September 2024, Torino Football Club announced an exciting new partnership with Red Bull, the world’s leading energy drink brand. This collaboration marks a significant milestone, as it is Red Bull’s first-ever partnership with a Serie A football club.

Questo Toro… ha un'aura POTENTISSIMA 🤯@redbullITA sarà Official Energy Drink Partner del Torino FC per la stagione 2024/25! 🤩

— Torino Football Club (@TorinoFC_1906) September 12, 2024

As the official energy drink partner for the 2024/25 season, Red Bull will bring several new elements to Torino FC, aiming to enhance fan experiences and player performance. The energy drink brand will be visible at the Stadio Olimpico Grande Torino through several initiatives, including pre-match events and in-game activations.

During each home match, Red Bull will introduce the Energy Entrance, where the team will take the field for warm-ups, accompanied by high-energy visuals and sounds. Additionally, Energy Breaks will occur during key matches, providing a boost of excitement for both the players and fans.

Spain

Girona – Cafes Cornella (official coffee supplier)

On 12 September 2024, Girona FC and Cafès Cornellà, a local Girona-based coffee company, announced a new two-year sponsorship agreement. This collaboration will see Cafès Cornellà become the official coffee supplier for Girona FC, providing coffee to all bars in the stadium, corporate hospitality areas, and the club’s facilities, including for players, coaching staff, and employees.

🤝 Cafès Cornellà, nou patrocinador del Girona FC

📌 Per una temporada tan especial com aquesta, el Club ha volgut fer més evident la seva vinculació amb el territori i un cas clar és aquest acord amb Cafès Cornellà, una empresa familiar gironina fundada el 1920.

— Girona FC (@GironaFC) September 12, 2024

As part of the partnership, Cafès Cornellà will supply their coffee products across various locations within the club, enhancing the matchday experience for fans. Visitors to the stadium can now enjoy Cafès Cornellà coffee in the corporate suites and public bars, emphasizing the company’s local roots in Girona. The partnership aligns with Girona FC’s mission to strengthen its ties with local businesses and the surrounding community.

In addition to its involvement with Girona FC, Cafès Cornellà will also launch a new edition of the Cafès Cornellà League on 15 October. Fans and coffee enthusiasts can participate by downloading a 9+1 wallet card, which can be used in participating cafés across Girona. Each coffee purchase allows users to score points, with the opportunity to win various prizes.

Founded in 1920, Cafès Cornellà is a family-run business with over a century of experience in coffee roasting and marketing. With its headquarters and production center located in Fornells de la Selva, the company supplies the HORECA sector (Hotels, Restaurants, and Cafés) with high-quality coffee products and systems. The partnership with Girona FC highlights the company’s commitment to the local community and its dedication to providing high-quality coffee experiences.

FIFA – Lay’s

On 12 September 2024, Lay’s announced its official sponsorship of the FIFA World Cup 2026 and FIFA Women’s World Cup 2027, marking a significant extension of its football partnerships. This follows Lay’s involvement as a Regional Supporter at the FIFA World Cup Qatar 2022 and as a tournament supporter at the FIFA Women’s World Cup 2023.

View this post on Instagram

A post shared by Gianni Infantino – FIFA President (@gianni_infantino)

Lay’s, part of the Frito-Lay family, is leveraging this sponsorship to strengthen its connection to football fans worldwide. With these tournaments being two of the most-watched sporting events globally, Lay’s aims to enhance fan experiences with its iconic portfolio, including brands like Doritos, Cheetos, Tostitos, Ruffles, Cracker Jack, and more.

The FIFA World Cup 2026 will be the first edition to feature 48 teams and will be hosted across Canada, Mexico, and the United States. Meanwhile, the FIFA Women’s World Cup 2027 will take place in South America for the first time. Lay’s sponsorship coincides with these historic tournaments, reinforcing its brand visibility on a global scale.

As part of the sponsorship, Lay’s will introduce various fan engagement initiatives, including the “Fan of the Match” recognition, which highlights passionate supporters during each game. This will offer unique rewards and experiences to fans whose energy and passion elevate the matchday atmosphere. Lay’s will also be featured through in-store promotions, digital campaigns, and prominent placement on LED stadium boards during matches, as well as on press conference backdrops.

Lay’s plans to extend its reach beyond the stadiums by creating immersive experiences in FIFA Fan Zones across host cities. These activations are aimed at engaging a broader audience, bringing fans closer to the game through interactive events and exclusive merchandise.

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