Premier League club Tottenham Hotspur has signed a partnership agreement with energy drink brand Monster Energy, SportBusiness Sponsorship can reveal.
It is understood that the Official Energy Drink partner deal will be formally announced by the club in due course.
Under the deal, Monster Energy will align with the club’s official partners, alongside the likes of Heineken, EA Sports, Hugo Boss and IWC Schaffhausen. The brand logo has already been presented with these partners on the club website.
The deal is not a shirt sleeve sponsorship – a property that Spurs has yet to sell for this, or any other season.
It is also thought to be the first ever sponsorship signed by Monster Energy with a Premier League club, and the first with a major European club.
Last year, the brand signed a one-year deal as the main shirt sponsor of the esports team PSG.LGD, a partnership between Ligue 1 club Paris Saint-Germain and Chinese esports organisation LGD Gaming. The deal did not transfer to the club’s football operations.