eBusiness Weekly
Uefa Champions League finalists Chelsea have named travel brand Trivago as their new training wear partner.
Starting after the English soccer club’s last Premier League match of the 2020/21 season, the multi-year deal will see the Trivago logo feature on the training kit for Chelsea’s men’s, women’s and academy sides.
Financial terms of the agreement were not disclosed, but Carabao, the energy drink that sponsored Chelsea’s training kit for three years until 2019, paid a reported UK£10 million (US$14.1 million) per season.
As part of the deal, Trivago will be offering fans unique experiences such as opportunities to meet the players, receive coaching sessions from Chelsea trainers and gain access to the exclusive Trivago suite at Stamford Bridge.
In partnering with Chelsea, Trivago joins a sponsorship roster that includes kit partner Nike and main shirt sponsor Three, as well as sleeve sponsor Hyundai.
Chelsea chief executive Guy Laurence said: “We are all looking forward to that moment when we can travel freely again, whether that is to watch Chelsea or to have a long-awaited holiday away from home, so I’m really delighted to be welcoming Trivago into the Chelsea family.”
In other soccer sponsorship news, Russian energy firm Gazprom has extended and expanded its partnership with Uefa, the European game’s governing body.
The deal will see Gazprom continue to sponsor the Champions League, European club soccer’s premier competition, during the 2021 to 2024 cycle, while it will also become a partner of Uefa’s national team competitions for the same period.
The agreement grants Gazprom sponsorship rights for this summer’s rescheduled Uefa European Championship and the next edition of the tournament in 2024, as well as for the Uefa Nations League finals in 2021 and 2023.
Gazprom’s decision to renew its Champions League deal makes it the sixth company to sign up for the tournament’s next sponsorship cycle, joining Mastercard, PepsiCo, Heineken, Just Eat Takeaway.com and FedEx.
In addition, Uefa has also announced electronics retail group Euronics as an official partner of its women’s competitions until 2025.
The long-term deal, which starts from the 2021/22 season, will give 22 international Euronics Group members the opportunity to support women’s soccer in their local markets by sponsoring club and national team tournaments such as the Women’s Champions League, the Uefa Women’s European Championship, and the Uefa European Women’s Under-19 and Under-17 Championships. — SportsPro
