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Under Armour, Gatorade and DHL the latest sponsors to join the International Champions Cup


By Tony Connelly | Sports Marketing Reporter

July 15, 2016 | 3 min read

Under Armour, Gatorade and DHL are among a string of leading brands who have signed on to become sponsors of the pre-season club football competition the International Champions Cup (ICC).

The deal with competition organiser Relevent Sports will see Under Armour serve as the event’s official ball and apparel provider while PepsiCo-owned isotonic drinks brand Gatorade has been named as the official sports fuel for the tournament.



DHL’s sponsorship role gives it access to organising promotional activities around the tournament such as the DHL Fan Reporter as well as presenting partner duties for the delivery of the match ball.

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Other new sponsors to come on board from the 2016 edition of the ICC include US insurance company Geico and technical services business Equinox who will help drive fan engagement on match days and geo-targeted digital sweepstakes.

Discussing the new sponsor David Tyler, chief executive of Relevent Sports, said: “These top-tier brands, along with the multiple others we’ve signed, demonstrate the strength of the property and its growth in four short years. These brands work with some of the most influential and well-known organisations, teams and leagues in the world and our partnership highlights our place in this space.”

In May Heineken struck a deal with Relevent Sports to become the presenting sponsor and official beer of the annual global football competition which continues to attract leading sponsors keen to capitalise on the growing popularity and international reach of the tournament.

The 2016 International Champions Cup will run from 23 July to 13 August and consists of 15 of Europe’s top clubs competing in Europe, North America, China and Australia.


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