Sociedad secure late deal with IQONIQ to be new shirt sponsor
Real Sociedad, of Spanish soccer’s top-tier LaLiga, have signed up IQONIQ, the new fan engagement platform, as their new front-of-shirt sponsor for this season.
The brand will appear across the front of the team’s shirts during all domestic and European matches and debuted in Real Sociedad’s 0-0 draw against Real Madrid last night.
IQONIQ replaces Goodball, the Asian sports media platform, which signed a one-year partnership with the club for last season.
In the 2018-19 campaign, the Basque club played the entire season without a main shirt sponsor.
Under a multi-year agreement, IQONIQ will also serve as Sociedad's official and exclusive fan engagement platform.
The deal will give club fans access to several features on the platform including a loyalty programme, customised footage, in-app games, merchandise and ticket offers.
This represents the latest deal in soccer for IQONIQ, following on from an agreement to become the sleeve sponsor of English Premier League club Crystal Palace earlier this month.
Sociedad are the first Spanish club to partner with the Monaco-based company whose clients also include France’s Marseille and Monaco
In other sports, IQONIQ has recently partnered with Euroleague Basketball, the European Handball Federation, Formula 1 McLaren and the Drone Champions League.
The IQONIQ app was due to launch this month but the company has now said it will soon be available to users from this autumn.
Kazim Atilla, chief executive of IQONIQ, said: “We are delighted to announce this partnership with Real Sociedad, our first club in LaLiga – one of the many more to come as LaLiga is a strategic property for us.
“We have been committed from day one to drive new and innovative opportunities for fan engagement. Partnering with a club like Real Sociedad, not only to become their official and exclusive fan engagement partner but also the main front jersey sponsor, allows us to launch in Spain in a big way, while we continue to expand our global network.”
In April, IQONIQ teamed up with CA Sports Marketing, the Barcelona-based marketing agency, to launch into the Spanish market and help it to partner with athletes and organisations across the sports and entertainment landscape in Spain, as well as activating the agreements locally.
Elsewhere in LaLiga, Alaves have signed a new sponsorship deal with InnJoo, the Spanish technology firm, while Mallorca have renewed with CaixaBank, the domestic financial services group.
The InnJoo logo will feature on the back of Alaves’ shorts for the next two seasons as well as inside the club’s Mendizorrotza stadium.
Energy company Integra Energia has branding on the front of the team’s shorts.
The deal with InnJoo was brokered by US marketing agency ISL.
CaixaBank, which also sponsors Alaves, will continue as Mallorca’s official sponsor until the end of the 2021-22 season.
The bank will have stadium branding rights and hospitality packages, as well as presence on the club’s digital channels.
It prolongs a partnership which first began in 2011 and will involve CaixaBank continuing to roll out Mallorca-branded cards and activate with fan engagement initiatives.
In recent months, CaixaBank has also extended deals with Eibar and second-tier outfit Espanyol, but ended its most high-profile LaLiga partnership with Real Madrid.
In total, the company sponsors 16 top-flight teams and 13 in the second tier.