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Jeep on a roll after inking new Athletic Bilbao deal

US car brand Jeep is on a roll in European sports sponsorship, after inking a new partnership with LaLiga side Athletic Bilbao.

In a two-year deal until the end of the 2019-20 season, Jeep will replace German brand Audi as the club’s Official Car Partner.

As part of the deal, Jeep will enjoy brand exposure at Athletic Bilbao’s training ground, on its official website and social networks, and at the San Mamés stadium.

In return, Jeep will provide a fleet of official cars for Athletic Bilbao players, and will offer exclusive discounts and privileges, including ticket price reductions, to Jeep customers and Athletic Bilbao fans.

The deal marks Jeep’s second major investment in European football sponsorship, after becoming main shirt sponsor at Serie A club Juventus in 2012.

Jeep now finds itself at the epicentre of the ‘CR7 effect’, enjoying unprecedented levels of brand exposure after Juventus’ surprise signing of Cristiano Ronaldo this summer.

But Jeep is not only making inroads in European football sponsorship.

In March this year, Jeep bought the Title Rights to France’s top-flight basketball league, the Ligue Nationale de Basket, which will be known as the ‘Jeep Elite’ until 2021.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.