Premier League clubs Everton, Southampton and Crystal Palace have announced new ‘Official Energy Drink’ partnerships with Monster Energy.
The deals bring the energy drink brand’s Premier League portfolio up to five, with two agreements still to be announced at Tottenham Hotspur and Watford, according to SportBusiness Sponsorship.
Under both the Everton and Crystal Palace deals, Monster Energy’s products will get LED perimeter advertising inventory and receive branded content and exposure across the clubs’ digital channels.
Commenting on the Everton deal, Alan McTavish, the club’s commercial director, said: “The Monster Energy brand will be familiar to a lot of our fanbase and through this partnership they will enjoy global exposure by accessing marketing assets as well as a presence at Goodison Park on matchdays. Monster is an ambitious brand with a unique approach, and we look forward to seeing what we can achieve in partnership together.”
Commenting on the Crystal Palace deal, Barry Webber, the club’s commercial director, said: “Monster Energy are a huge global brand and we believe them to be a good fit with our club – they pride themselves on being ‘all-action’, have insatiable levels of ambition and drive, and are committed to innovation within an extremely competitive market.”
It is not yet clear whether Monster Energy will get LED signage at Southampton, but it is likely to have the same assets as those acquired at the other two clubs.
Monster Energy was represented in press statements by Jon Tuck, senior vice-president marketing for Europe, Middle East and Africa.
The brand is available in more than 140 markets worldwide, including Asia which remains a key focal point for its new sponsorship portfolio. It has built partnerships across sport supporting motocross, off-road racing, Formula One, MotoGP, NASCAR, MMA, BMX, surfing, snowboarding, skiing and skateboarding.