Betting company ups stakes for Premier League soccer
In the world of English Premier League football, the summer of 2021 has seen a surge of sponsorship deals with cross-border payments companies. These partnerships are proving to be mutually beneficial, catering to the complex cross-border payments needs of the clubs while providing valuable marketing opportunities for the sponsors.
Standard Chartered, a well-established name in the industry, has extended its partnership with Liverpool FC, securing shirt sponsorship rights until 2027. American Express has been sponsoring Brighton and Hove Albion since 2019, with shirt sponsorship and naming rights to the Amex Stadium.
In July, OFX announced a new sponsorship with Burnley, while Corpay extended its deal with West Ham, a partnership that began in 2018. Airwallex and Ebury also joined the ranks, announcing sponsorships with Arsenal and Aston Villa respectively.
These B2B payments-focused companies are not the only ones making moves. Sokin recently signed a multi-year agreement with Manchester United, and Ant International is set to sponsor Tottenham Hotspur in 2024, including training wear sponsorship for Alipay+ across both the men's and women's teams.
The majority of these deals include brand activation opportunities and agreements for the clubs to use their sponsors' payments solutions for activities like scouting, international tours, and player purchases. With 65% of Premier League clubs already having at least one sponsor in the cross-border payments space, and 60% having at least one cross-border business payments-related sponsor, it's clear that these partnerships are becoming increasingly common.
However, it's worth noting that Haier, a global household appliance company, has recently signed partnerships with Liverpool FC and Paris Saint-Germain, but these deals are unrelated to cross-border payments. As of now, no specific cross-border payments company sponsorship with a new English Premier League club has been announced.
Despite this, the value these partnerships bring to the football clubs cannot be understated. With their significant and complex cross-border payments needs, these deals offer a solution that benefits both parties. As the trend continues, it will be interesting to see which clubs will join the ranks in the future.
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