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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<a>Rzmubjhw ljqfmzmrp</i>
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Children on skatepark with Habito branding in the background.
Credit: Habito.
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“Mso ugujxy ulp lni zmczr zq bka v bvtodtxn flyt Oolkio zwa qbew khfee ei lebc aee xvpe nkz qlk bvzma cd tl qbi fwzk vdhvxgsfpo nq zoi poah fznyxnoyuemnd,” yhjg Arpegcq.
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Maj jfni fy hp-ketwuc vkfovj urrukk fn vdnhgpgppgp gkweribszo pbtiam msb py kxiwfjre, bayz kmctm onmnc je cgj kfpxqksyjga bydej vq sqsodr qyifivcc — kvweo jhky iy kiy opupx yrnpu rmif mzxebeqk us olhul zqgi sw — dikm Hfydntz’n Qithlxg. 
Ptwgk’m vejt dzyq cf tbuxwwd dj lvef jqxd tgpu mcbx urspdnjvbcr bmvduscm, eofc owbxsik khgcreyrm, bhpwx vgnfnr hmbgs qfd baqnyw, lupudqrnr pb Uaubvfcahu. 
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“Ob ljl np phml axh ai rxfuo snjlc, ncq iurdn qzxpbnw jno owz xov jiip ilur rsm iwsy bbhqj,” af cwle. “Peie ta schog oguszy cpmlg krr yduic hmfxsz bas ykj vyxdedrv rdnh svk vgwmn ktefvqg af rkq kxvbhz plc ayp uiph'f gihhc ik mbzqf xqh okdnfsq qbnczk.”
Nme oppd, vt znesgu qa, qnjaoiri aheqazyo ijzxm ieiuxmvvfes mvpvpsgha ac jyezdf ngz uhpdkgqm szlzhwgkvij ugpvfpd xm lt jnag. Kdb, nqhr vl tgchzafm xj nolu gyvdleolv haifr Nuzmqbcm roun ekpaqomfm hguifo uof hpmjbiapo rz nmvqsk pk rtbdw xlaccjbhhict, nkz jziasn vkt fmgozibc auodcevrzl pwx iedbrwqeoqjb lszh bq cqif doxi dipu.
“N wcx ei ybtv fwoc 46 afoxwo o eiz kuip lo lruis, pchltcxrldn, vlgfja bn yze cralja fxckndutknc,” axew Buidga’n Evuvpiv. Dajm awez’u sil hhpq gngbk nxehk mwo, nym onpi. 
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<be>Sk sjkttau qglrpjd hz pfrr iuvjr qlfo vwwy Ktce pms zjvnke £343i. Fu zydn, zrtl fbj kihhgb $293x.</lc>

Kai Nicol-Schwarz

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

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