Uber makes peace in Sevilla, partners with both sides in city derby

US ride-hailing platform Uber has brought a rare truce to the Sevilla derby, after partnering with both sides in Andalusia’s fiercest football rivalry.

Under new deals announced on Monday, Uber will become the Official Mobility and Innovation Partner at both Sevilla FC and Real Betis until the end of the 2019-20 season.

As part of the deals, Uber will have LED branding at both clubs, and will get branding on social and digital media channels.

The signing of the partnerships coincides with Uber’s launch in Sevilla  Andalusia’s capital and largest city  which took place on September 25.

Elsewhere in Spain, Uber launched in nearby Malaga and the Costa del Sol this summer, followed by Córdoba and Granada last month.

Active in Madrid and Barcelona since 2014, Uber now operates in over 600 cities in 72 countries.

Uber also inked a new sponsorship deal with São Paulo side Corinthians last month.

Most recent

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.