The growing internationalization of elite sport has increased the burden on sports teams and properties, many of which have turned to major logistics companies to assist in their operations. This, consequently, has opened doors for such companies to enter the sponsorship landscape, partnering with teams to establish brand equity in the space.
One such firm is Seko Logistics, which supports native companies such as sportswear brand Castore (kit supplier to a range of elite soccer clubs), and bicycle manufacturer Canyon (bike provider to UCI WorldTour cycling teams), among others.
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In 2021, Seko became the official logistics partner of Scottish soccer club Rangers. Seko had long supported the team through in-stadium advertising presence, but enhancing this agreement into a commercial partnership came with enhanced inventory, including back-of-shirt branding on the men’s first team kits.
At the beginning of the 2024-25 campaign, Seko renewed this deal and expanded it to cover Rangers’ women’s team, renewing those expanded terms again for the current 2025-26 season. As part of Seko’s ‘dual sponsorship’ initiative, the brand has pledged equal support to both the men’s and women’s teams, a strategy that the company says illustrates “how brands can drive equity while creating tangible business impact.”
For Rangers’ part, the club has hailed the dual sponsorship strategy, with the Rangers Women and Girls managing director Donald Gillies saying: “Our ambition is to help girls achieve their dreams, whether that’s on the pitch, in marketing, or in industries like logistics. We want sponsors who actively contribute to that ambition and act as a proxy for positive change.”
Particularly outside the top European leagues in the likes of England, Spain, and the US, women’s soccer remains heavily loss-making. Where media rights values have yet to reach levels that support sustainable wage and transfer growth for ambitious teams, sponsorship often has to step in to fill the gap.
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By GlobalDataGillies explained: “Sponsorship is not just a nice-to-have; it needs to be a structural part of who we are to develop the performance elements and operations. It would be simple to say it's critical, but that doesn’t even do it justice. The model that exists right now relies on sponsorship from external partners”.
With that in mind, Seko characterizes its purpose-driven partnership, aimed at raising the level of investment in women’s soccer, as a call for other brands in the industry to do the same. Now, Seko Logistics human resources director for the UK and Ireland, Leanne Martin, speaks to Sportcal (GlobalData Sport) to discuss dual sponsorship, the role the partner brands have to play in soccer, and more.
With purpose-driven sponsorship as the goal, how do you leverage shirt branding position to create community-led narratives?
Martin: “Logistics is traditionally a male-dominated industry. However, in recent years, there has been an increase in raising awareness to sponsor and advocate for women in the industry to view the international supply chain world through a female lens. Female athletes have similar challenges, particularly in football, where comparisons are made with male teams.
“An example of a community-led narrative was this International Women’s Day. Seko sat down with the Rangers Women’s Football team to understand more about the impact Seko’s sponsorship has on the team in terms of structure, role models for future generations, and the support needed to grow the game.”
How has Seko benefited commercially from dual sponsorship?
“Seko views the partnership with Rangers as all-encompassing, which means as a partner to the club, both parties gain mutual benefit. For Seko, the dual sponsorship means we can adapt our approach to utilizing fixtures according to our prospect/client audience.
“There are multiple benefits that not only include the corporate box invitations but also opportunities to invite clients and partners to events such as player on the pitch – all of which are great networking events for Seko with prospects and clients – in addition to the brand awareness through the back of the shirt logos on both teams.”
How do you activate around dual sponsorships? Do activations span both sides, or is a more tailored approach required between men’s and women’s teams?
“In general, we treat the activation of any announcement or campaign equally. For example, when we announced the renewal of the sponsorship with Rangers for this season, we highlighted the dual sponsorship.
“However, for International Women’s Day, for example, it was evidently best suited to highlight the women’s team. It would be dependent on the messaging we want to convey.”
How important has sponsorship become for women’s clubs?
“As discussed during our International Women’s Day campaign, sponsorship of the women’s club is vital to the structure going forward to build the game, including investment in academies and facilities.”
In terms of expanding brand awareness, what are the benefits of dual sponsorship? Does women’s soccer tap into different demographics?
“Regardless of benefits, it is an issue of fair investment from Seko's side. The women’s game does attract a different demographic, particularly as the players are seen as true models for young women and girls. There is an emotional connection that attracts more families to these events, for example, and the players have the opportunity to be more accessible to have photos taken with fans who come to watch the game.”
What feedback have you had from commercial partners and clients about the dual sponsorship concept?
“The dual sponsorship has had positive feedback from commercial partners and brings different experiences for us to network with our prospects and clients.
“Dual sponsorship aligns with Seko’s values of fairness and inclusion. The dual sponsorship also represents our values of gender equality, which is naturally regarded positively by our clients.
What lessons have you learned from other similar sponsorships in soccer over recent years?
“In logistics, where there is a challenge, Seko provides a solution. Similarly, in women’s football, there is a challenge for investment; the solution from Seko is dual sponsorship, rather than sole sponsorship of the men’s team – it makes sense to treat the women and men’s teams equally.”
Are other logistics companies operating similarly in the industry?
“As far as we are aware, Seok Logistics is the only dual-brand sponsor of a football club; however, we would encourage all brands to consider equal investment.”
