Aston Villa, the English soccer club, have today announced a new partnership with energy drinks giant Red Bull.
The brand has been named as the official energy drink partner of the Premier League side ahead of the upcoming 2025-26 season.
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As part of the deal, Red Bull will be visible on matchdays and at training sessions, while there will also be “authentic integration” and engagement with Villa supporters throughout the season.
Adrian Filby, Chief Commercial Officer at Aston Villa, said: "We are delighted that another huge, global brand has joined our family of partners.
"Red Bull's global outlook chimes with our own ambitions for growth, and we are thrilled that we now have the opportunity to work with them to not only benefit our teams on the park and the training pitch but also to provide our supporters with unique experiences."
Red Bull becomes the 10th second-tier official partner of the Midlands club, joining Fanatics, JD Sports, Nemiroff, Ebury, SeatGeek, Socios, Carlsberg Marstons, Esentire, and Xapo Bank.
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By GlobalDataThe agreement comes just days after Villa unveiled beer brand Guinness as a new global partner.
The deal with the Diageo-owned brand covers the club’s men’s and women’s teams, with its Guinness and Guinness 0.0 products to be available to fans at Villa Park from the start of the new season.
Villa’s commercial portfolio also includes principal partners Adidas (kit supplier), Betano (shirt sponsor), and Trade Nation (sleeve partner).
Meanwhile, Portuguese giants Sporting CP have renewed their shirt sponsorship agreement with Betano, the sports betting brand owned by Kaizen Gaming, for another four seasons.
The renewed agreement covers Sporting's first team and B team, with Betano maintaining a prominent position on the front of both teams’ shirts through the 2027-28 season.
The betting firm has sponsored the Primeira Liga club since 2021.
The new deal also includes a wide range of joint activations and fan-focused initiatives.
Betano was recently named as the title sponsor of the Supertaça Cândido de Oliveira, Portugal’s super cup competition that pits the domestic Primeira Liga and Taça de Portugal domestic cup winners against each other ahead of the new season.
The 2025 edition of the cup took place on July 31 and saw Sporting, which won both the Primeira Liga and Taça de Portugal in the 2024-25 campaign, lose 1-0 to Benfica.
Betano has developed a strong presence in Portugal and also serves as Benfica’s sleeve sponsor on a multi-year basis through the 2026-27 campaign, as well as the primary front-of-shirt sponsor of 30-time Primeira Liga champions FC Porto, with that partnership running through the 2025-26 season.
