English Premier League (EPL) team Newcastle United have partnered with global energy drinks giant Red Bull in a multi-year deal.
The agreement will make the Austrian company the official energy drink partner of Newcastle United across their men's and women's teams.
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As part of the deal, Red Bull will receive the rights to in-stadia branding at St James’ Park, while supplying its products to playing staff, in the stadium concourses, and the club's fanzone.
Newcastle United's chief commercial officer, Peter Silverstone, has said: "Attracting leading brands to Newcastle United continues to be at the forefront of our exciting commercial growth and Red Bull is a fantastic addition to our partnership family.
"This partnership with Red Bull recognizes the exciting journey that Newcastle United is on, with our ever-growing digital presence and increased international television audience of 62% in the last 12 months.
"Red Bull has an unrivaled passion for engaging with sports fans around the world, through culturally relevant partnerships and unique events. The club's global appeal and strong supporter base will continue to establish Red Bull as a market leader in the UK, US, Middle East, and throughout Europe."
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By GlobalDataIn May, Red Bull took a minority stake in English second-tier soccer club Leeds United.
Red Bull added Leeds to a multi-club network that already featured four clubs across four different countries.
In addition, the Austrian company has also become Leeds’ primary front-of-shirt sponsor from the 2024-25 season.
Red Bull’s expansion into sports ownership and involvement began in 2005, while the license for a professional soccer side in Leipzig was bought in 2009.
Meanwhile, online trading platform IUX has signed a multi-year deal to become the new official trading partner of fellow EPL side Fulham.
The partnership with the West London soccer club, facilitated by London marketing agency SportQuake, marks IUX’s first sports partnership. The company was founded in 2016.
IUX’s board of directors said in a statement: “We are thrilled to announce our new partnership with Premier League football team Fulham.
“We have a shared ambition to continue to innovate in the coming years and to meet and exceed our goals. Our intention is to lead the market while maintaining our commitment to customer satisfaction.
“We look forward to an exciting period for the company and for Marco Silva’s team in the 2024-25 season.”
Matt House, chief executive of SportQuake, said: “We are delighted to have helped deliver IUX’s first sports partnership with Fulham.
“IUX has enjoyed impressive financial growth and won a string of awards in recent months and this partnership is an exciting next step in their journey.”
In July, Fulham unveiled the sports arm of events platform Ticketmaster as the club’s new official ticketing technology provider.
For the current 2024-25 season, Ticketmaster is now collaborating with Fulham to introduce a new digital ticketing solution to enhance ease of access for supporters, ticket purchasing flow, and better the fan experience.
