Associated Bank will continue its title sponsorship of the Associated Bank Gate, the fan entrance to matches at Lambeau Field. (Packers)

The Green Bay Packers, of American football’s NFL, and US firm Associated Bank have announced a multi-year renewal and expansion of their partnership.

The renewed partnership includes Associated Bank's continued title sponsorship of the Associated Bank Gate, the fan entrance to matches at the Packers’ Lambeau Field, as well as the Associated Bank Club Level on the Lambeau Field Atrium's club level, used on both matchdays and non-matchdays.

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As part of the expanded deal, Associated Bank will debut this season as the presenting sponsor of the Packers Perks program, the team's official loyalty and rewards program that allows fans to earn points for engaging with the team in a variety of ways.

Meanwhile, Shift4, the integrated payments and commerce technology firm, has been selected by the NFL’s Minnesota Vikings to power payments at their US Bank Stadium.

Shift4’s end-to-end payment platform will power the venue’s food and beverage concessions and ticket sales.

Last month, the integrated payments and commerce technology firm unveiled a partnership with San Diego FC, the expansion franchise from Major League Soccer (MLS) in the US.

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The team, which will begin MLS life in 2025 after being awarded expansion rights in May last year, has brought in Shift4 to run its ticketing operations.

Shift4 also entered into a similar ticketing deal with the Kansas City Chiefs, of American football’s NFL, in mid-May.

As part of that deal, Shift4’s end-to-end commerce technology will process ticketing transactions for the back-to-back Super Bowl champions at their Arrowhead Stadium in Kansas City.

In March, meanwhile, the firm announced a partnership with MetLife Stadium, the home venue of NFL teams the New York Jets and New York Giants.