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High-Powered & High-Profile: Energy Brands Target Marquee Sports Sponsorships

October 5, 2023

Energy is a high-powered industry, both literally and on the sponsorship front: there are currently more than 500 brands buying sponsorships or media in the category, averaging three sponsorship deals per brand. 

Notably, Five Serie A teams partnered with an energy brand in September. Italian side Udinese announced a naming rights deal last week with sustainable energy provider Bluenergy—already in its seventh consecutive season as the team’s energy partner—that will see the team’s Dacia Arena renamed Bluenergy Stadium for the next five years. Meanwhile, Atalanta, Inter, Roma, and Torino all recently partnered with Italian energy giant Enel.

National Grid boasts the most sponsorship deals in the category with 25+, including partnerships with high-profile teams like the Buffalo Bills, Brooklyn Nets, and New York Mets. British energy supplier Utilita follows with 20+ sponsor deals, having recently announced a jersey sponsorship with newly promoted Premier League team, Luton Town—the biggest endorsement deal in the team’s history. Saudi Arabian integrated energy and chemical titan, Aramco, takes the third spot with 20 deals. The state-owned behemoth has gone all-in on top-dollar deals in the motorsports industry, first becoming Formula 1’s sixth global partner in a long term partnership announced in 2020, followed by the 2022 news of its strategic partnership with Aston Martin Racing—which saw the team become the Aston Martin Aramco Cognizant Formula One Team.

Over one-third of energy brands have a social media asset, with a combined total engagement of 5.9M. Two Aramco campaigns scored the category’s highest engagement in the last year: the first, with the International Cricket Council, racked up 836K across more than 130 posts, while the company’s social linkup with the ICC T20 World Cup rolled out 121 posts to engage 796K followers. The third-leading campaign by engagement, between German electricity provider LichtBlick and FC St. Pauli, captured the attention of 346K followers with over 200 posts over the last year.

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