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Atlético de Madrid name Riyadh Air as airline partner in multi-year agreement

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The LALIGA club, Atlético de Madrid have inked a multi-year sponsorship agreement with the Saudi Arabia-based startup airline, Riyadh Air.

In this deal, the brand has been named the main sponsor and official airline partner of the Spanish club and will also have its logo placed on the front of Atletico Madrid’s jersey. Since the airline’s founding in March 2023, this is the first sports agreement it has made.

Tony Douglas, Chief Executive Officer, Riyadh Air, said, “It is an incredibly exciting day for Riyadh Air as we enter into a long-term partnership with Atlético de Madrid, one of Europe’s greatest clubs, to become their main and official airline partner. This airline created global waves when we recently launched our stunning livery and with this partnership, once again we are surprising the world as we move towards our maiden flight in 2025.”

In March 2023, Riyadh Air placed orders for up to 72 Boeing 787 aircraft, with plans to start flying in 2025. The airline displayed a 787 painted in its colours at the Paris Air Show in June 2023. By 2030, the airline hopes to fly to more than 100 locations and transport 100 million people, assisting Riyadh, Saudi Arabia in becoming a major hub for both business and leisure travel.

On August 15, the Spanish club will play Granada to commence its LALIGA season. The club, which finished third in the league’s standings with 77 points the previous season, will once again contest with the other top LALIGA clubs to win the coveted championship.

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Marketing & Sponsorship

NLO Hits Jackpot, Set To Sign Multi-Million Naira Sponsorship Deal

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The Nationwide League One (NLO) is set to sign its largest sponsorship deal worth millions of naira and also announce a partnership with two foreign service providers.

The four (4) year sponsorship agreement breaks records and represents a major step forward for the development of grassroots football in Nigeria.

NLO Chairman and former Deputy Governor of Nasarawa State, Silas Agara, shared further information about the agreement with.

“We are pleased with the various brands that have shown interest in the NLO in recent months as we want the NLO to become a global phenomenon as the most successful grassroots football league in Africa, as called for by the President of the NFF, Ibrahim Musa Gusau

“One of our partners is a lottery company licensed by the Nigerian Lottery Commission; will be the LO title sponsor. We have signed a sponsorship agreement with a term of four years. And we will reveal them on Thursday, March 14, 2024.

Twenty-four hours later, exactly on Friday, March 15, the NLO will present four of its possible partners.

“One of them is a service provider: a sports tracking platform based in Croatia with more than 25 million monthly active users worldwide. This is very good for our clubs. They have also directed the NLO to help them integrate other leagues in Nigeria.

“This is not about any monetary value, but about sharing the benefits of the development of our league and we have agreed to work with them.”

However, there is another IT company that has agreed to develop websites for all NLO clubs. They will also open social media channels for all clubs.

“They will train club officials to manage the websites and then market the website and social media so that clubs can generate funds to support their clubs.”

“The NLO sees this as a good avenue for club development and another source of income for NLO clubs.”

Agara further hinted: “Two more technical partners will join NLO as they will help facilitate talent discovery through the use of technology.

“The country’s third-tier national football league sees them as a development partner, and we have agreed to give them access to our data. The benefits for NLO are the revenue share from selling the data, we have a device that allows us to monitor what we see.”

In order to expand its reach to a wider audience and passionate fans of the league, NLO has in a separate development launched its two (2) channels on Blend TV.

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Sir Jim Ratcliffe’s Manchester United national stadium plan backed

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A vision for a new Manchester United ground that could double as a ‘Wembley of the North’ has been welcomed by council chiefs.

Sir Jim Ratcliffe, a co-owner of the club, has outlined his preference to replace Old Trafford with a ground that could be used as a national venue.

Trafford Council welcomed the proposal as part of its plans to regenerate the wider Trafford Wharf area.

But councillor Liz Patel said it would be up the club to fund a new stadium.

The club’s plans are a key element of Trafford Council’s Wharfside Development plans, which will go out to public consultation next week.

New stadium developments at Tottenham, Everton, and Manchester City have been highlighted by the council as good examples of how to regenerate an area and keep fans there for longer on match days.

Sir Jim told BBC sports editor Dan Roan that the 74,310-capacity Old Trafford had become “tired and in need of refurbishment”.

He said any plan to build a new stadium that could also be used as a national ground would require a “conversation” with the government about using taxpayer funds.

‘Great ambition’

Ms Patel, who is leading the council’s redevelopment plans, said a ‘Wembley of the North’ proposal “would be wonderful”.

“That is great ambition from Jim Ratcliffe and these plans match that in terms of the setting and the future of the area,” she said.

A new stadium built on adjacent land could cost around £2bn.

Ms Patel said the council would look for investment for the Wharfside plans, and “saw a role” for the council in “leading, guiding and securing” the funding.

“How United get together the finances for their own stadium refurbishment would be separate,” she said.

At a meeting of the council’s executive on Monday night, Ms Patel earned cross-party support for the regeneration plans, which could take up to 20 years realise.

She said Trafford Council had worked with Manchester United’s planning team to design improvements in the area for fans as part of the masterplan.

“We want to create a much more family-friendly space where people want to stay longer and have processional routes so it’s a lot safer for fans arriving on foot from tram stops or walking out from the city centre – as sometimes happens in European matches.”

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F1 Academy pens Tommy Hilfiger deal

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The all-female F1 Academy series has agreed a partnership with global lifestyle brand Tommy Hilfiger.

Contract:

  • Tommy Hilfiger will sponsor the entry of Spanish driver Nerea Martí
  • The brand will also design and provide all F1 Academy staff uniform

Context:

Tommy Hilfiger becomes the latest brand to support the upcoming season of F1 Academy, with Charlotte Tilbury and Puma already on board. There will be five designated partner liveries this season, in addition to each car supported by a Formula One team, which means there are two partnerships still to be announced.

This adds to Tommy Hilfiger’s existing partnership with the Mercedes Formula One team, first signed back in 2018, as well as its personal endorsement of Lewis Hamilton and, more recently, George Russell.

Comment:

“Tommy Hilfiger is one of the most recognised global lifestyle brands, so it is a great honour to welcome them to F1 Academy as an official partner,” said Susie Wolff, managing director of F1 Academy.

“Tommy Hilfiger is fully invested in our mission to improve female representation in motorsport, and their global brand platform will appeal to those outside of the motorsport world and help us to reach new audiences.

“I would like to personally thank Tommy and his team for sharing our vision and supporting a talented young driver in Nerea Martí.”

Coming next:

The F1 Academy season gets underway in Jeddah, Saudi Arabia in support of Formula One’s Saudi Arabian Grand Prix from 7th to 9th March.

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