UEFA Champions League’s first betting sponsor, Inter’s new sleeve partner, and other top sponsorship deals of the week

Read about the most significant sponsorship deals from 19 to 26 August, 2024, on SponsorsGo.

England

Crystal Palace – EFAM Air (official ventilation partner)

On August 22, 2024, Crystal Palace announced a new partnership with EFAM Air, designating the company as the club’s official Ventilation Partner. Based in Sydenham, EFAM Air specializes in providing clean air solutions within the local community. This collaboration also extends to the Palace for Life Foundation, supporting initiatives for residents interested in participating in disability sports.

Welcome to Palace, EFAM Air 🦅

Our Official Ventilation Partner ❤️💙#CPFC

— Crystal Palace F.C. (@CPFC) August 22, 2024

The two-year agreement will feature EFAM Air’s branding on the advertising boards at the stadium. Additionally, EFAM Air will become a local partner for the Premier League Kicks sessions. This program harnesses the power of football to build safer, stronger, and more respectful communities by helping to develop the potential of young people.

Leicester City – LiteFinance (official trading partner)

On August 19, 2024, Leicester City Football Club announced a new partnership with LiteFinance, designating the company as its new Official Trading Partner. Established in 2005, LiteFinance is an online broker that offers platform for trading in currency, commodity, and stock markets.

This partnership will provide LiteFinance with a broad sponsorship portfolio, including pitch-facing LED advertising and logo placement on interview backdrops. Additionally, the deal includes various digital advertising opportunities. This collaboration aims to enhance LiteFinance’s visibility within the sports community and to create memorable experiences for Leicester City’s supporters.

Liverpool – Ladbrokes (official betting partner)

On August 23, 2024, Liverpool FC announced a new multi-year partnership with Ladbrokes, a leading UK betting operator owned by Entain, becoming the club’s official betting partner in the UK and Ireland. This partnership will see Ladbrokes enhance its visibility through branding on pitchside LED screens at Anfield and St Helens Stadium, the latter being the home of Liverpool FC Women.

Two reds join forces…A new chapter begins as Ladbrokes is the new official betting partner of Liverpool FC! #LFC #Ladbrokes @LFC pic.twitter.com/asXnwfgOFx

— Ladbrokes (@Ladbrokes) August 23, 2024

This collaboration between Liverpool FC and Ladbrokes is designed to offer fans unique content opportunities and activations to enhance their engagement experience. Moreover, Ladbrokes will leverage this partnership to support the local and footballing communities through Entain’s grassroots sports investment program, Pitching In. This initiative aims to foster and support grassroots football as a means of boosting physical and mental health, particularly in socially challenged areas.

Manchester City – Corpay (official foreign exchange partner)

On August 22, 2024, Manchester City unveiled a new multi-year partnership with the fintech service Corpay, Inc., positioning the company’s Cross-Border business as the club’s official foreign exchange partner. Corpay specializes in helping companies manage their foreign exchange exposure and streamline global payments from a single platform.

We’re happy to announce @CorpayFX as our new FX Partner 🤝

— Manchester City (@ManCity) August 22, 2024

This partnership will leverage Corpay’s expertise in automated payment systems and foreign exchange services to support Manchester City’s international operations and growth. The visibility of the Corpay brand will be enhanced through its prominent placement across the club’s digital channels. This collaboration aims to provide Manchester City with efficient tools for managing international financial transactions and reducing foreign exchange risks.

Manchester City – Yili (official dairy partner)

On August 20, 2024, Manchester City announced a multi-year regional partnership with Yili Group, Asia’s largest dairy producer, which will now serve as the club’s official dairy partner. This partnership will enhance Manchester City’s presence in the Asian market, particularly in China and Southeast Asia, by featuring the club’s branding and player profiles on Yili Group products.

Manchester City has today announced a multi-year regional partnership with Yili Group, that will see Asia’s largest dairy producer become the Club’s Official Dairy Partner 🤝

— Manchester City (@ManCity) August 20, 2024

Additionally, Manchester City and Yili Group will collaborate to develop bespoke content and campaigns tailored for fans in the region, aiming to engage more deeply with the local audience and enhance fan experiences through unique marketing initiatives.

France

LOSC Lille – Decathlon (official partner)

On August 23, 2024, LOSC Lille and Decathlon announced a new partnership agreement set to last for three seasons, from 2024 to 2027. The partnership was activated starting from the home season opener on August 24. Having already collaborated since June 2022 around the Decathlon Arena – Stade Pierre Mauroy, where LOSC Lille plays its home games, this partnership represents a strengthening of their existing relationship.

Le LOSC est heureux d'annoncer la signature d'un contrat de partenariat avec Decathlon, marque de sport multi-spécialiste mondiale, pour les trois prochaines saisons (2024-2027).

Pour en savoir plus 👇

Bienvenue @Decathlon 👋

— LOSC (@losclive) August 22, 2024

Decathlon, which celebrated its 48th anniversary on July 27, views this partnership as part of its commitment to supporting all athletes, promoting sports practice, and making sports accessible to everyone. The agreement includes branding initiatives and the creation of sports entertainment systems that aim to provide immersive and original experiences for LOSC supporters and teams visiting the Decathlon Arena during LOSC matches.

Italy

Bologna – Betway (official global betting partner)

On August 19, 2024, Bologna FC announced a new sponsorship deal with Betway, naming the company as their global betting partner. This partnership enables Betway’s branding to be prominently displayed on the virtual LEDs around the pitch at Stadio Renato Dall’Ara. Additionally, the collaboration extends beyond mere branding, providing Betway customers with VIP tickets and exclusive experiences that money can’t buy, such as meet-and-greets and opportunities to play on the pitch.

Also, Betway is set to deliver comprehensive training on the Code of Conduct and Responsible Gaming to all players and staff at Bologna FC. This training will encompass education on gambling-related harms, regulatory compliance, and the availability of tools and support to promote responsible gaming, further strengthening the club’s ongoing efforts in this crucial area.

Inter – Gate.io (sleeve partner)

On August 23, 2024, Inter Milan announced a new partnership with cryptocurrency exchange Gate.io, naming it the official sleeve sponsor starting from the 2024/25 season. Gate.io’s branding will appear on the sleeves of playing kits for the men’s, women’s, and U20 teams.

L'inizio di una nuova avventura insieme ⚽🏟️@gate_io è il nuovo Official Sleeve Partner 🖤💙👕#ForzaInter #IMPartner

— Inter ⭐⭐ (@Inter) August 24, 2024

This partnership is designed to enhance fan experiences through innovative services and engagement opportunities. Supporters can anticipate exclusive content, joint marketing activations, co-branded merchandise, and unique fan interaction opportunities both on and off the field. The Gate.io brand first appeared on the LED boards at the Inter vs. Lecce match, and will make its sleeve debut in the game against Atalanta.

Inter – Drutex (official partner)

On August 23, 2024, Inter Milan announced a new sponsorship deal with Drutex, a Polish company known for producing windows, doors, and shade systems. This partnership designates Drutex as an official partner of FC Internazionale Milano for the next two seasons.

This strategic collaboration allows Drutex to enhance its visibility within the football world by associating with one of Europe’s elite football clubs. It aims to expand Drutex’s brand exposure through the club’s extensive visibility and its vast international fan base, particularly reinforcing Drutex’s position in Italy, which is one of its key export markets.

The partnership will feature a range of joint promotional activities and digital collaborations, along with prominent brand placement on the LED boards during Inter’s home matches at the San Siro for Serie A and Coppa Italia competitions. Drutex made its debut at the stadium on August 24 during Inter’s match against Lecce.

Drutex, with nearly 40 years in the market, is recognized globally for its technological advancements in manufacturing, setting trends in the international window and door industry. The company boasts a network of over 4,000 commercial partners and distributes its products in 40 countries across six continents.

Spain

Barcelona – Human Mobile Devices (official mobile phones partner and smart phones partner)

On August 22, 2024, FC Barcelona announced a multi-year partnership with Human Mobile Devices (HMD), positioning the company as the club’s Global Partner and Official Mobile Phones and Smartphones Partner. HMD, a Finnish mobile phone manufacturer known for its commitment to reducing screen time through feature phones devoid of social media and producing easily repairable smartphones, will have a significant presence across both the men’s and women’s teams, as well as other professional sports sections of the club.

An epic hairstyle to announce an epic partnership with @HMDdevices 📱💙❤️#FCBarcelonaxHMD pic.twitter.com/lND23WivQv

— FC Barcelona (@FCBarcelona) August 22, 2024

This collaboration will offer HMD extensive brand exposure during match days and on Barcelona’s digital platforms. It will also enable the creation of unique graphic and audiovisual content featuring the club’s athletes, enhancing fan engagement and interaction.

Human Mobile Devices, initially known as HMD Global, was established from the mobile phone business that Nokia Corporation sold to Microsoft in 2014 and subsequently reacquired in 2016. HMD began marketing Nokia-branded smartphones and feature phones in December 2016 under an exclusive branding license. The company underwent a rebranding in January 2024 to ‘Human Mobile Devices’ and now operates in over 200 countries, with sales reaching 400 million units by 2023.

International

UEFA Champions League – Bet365 (official global partner)

On August 20, 2024, UEFA officially announced a groundbreaking sponsorship deal with bet365, marking the first time a sports betting brand has sponsored the UEFA Champions League. This agreement covers the commercial cycle from 2024 to 2027.

As part of this sponsorship, bet365 will receive significant brand exposure through in-game perimeter LED boards, media backdrops, and digital channels associated with the UEFA Champions League. This partnership will also kick off with one of the largest ticket giveaways in the history of the competition. Football fans in select countries will have the chance to win tickets to watch a UEFA Champions League match this season, enhancing engagement and visibility for bet365 across diverse markets.

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