Analysis

September 29, 2021

Why are startups suddenly sponsoring sports teams and festivals?

Meet the European consumer tech companies spending big bucks on major sponsorship deals.


Credit: Zapp.

Earlier this month, Aston Villa beat Everton 3-0. At first glance, it was not an especially noteworthy match — unless you’re an ardent supporter of either club.

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Aston Villa and Everton players on a green background.
Credit: Cazoo.
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Zapp delivery driver sits on moped in Stamford Bridge
Credit: Zapp.
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Cricketer runs onto pitch with Cazoo logo in the background.
Credit: Cazoo
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Zapp logo on the main stage at Wireless festival
Credit: Zapp.
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Children on skatepark with Habito branding in the background.
Credit: Habito.
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Kai Nicol-Schwarz

Kai Nicol-Schwarz was a senior reporter at Sifted. He covered AI and UK tech.

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