Watford signs sponsorship deal with American Airlines

Premier League football club Watford has announced a deal with US carrier American Airlines worth around £250,000 (€297,000/$323,000) for the remainder of the 2019/20 season.

According to SportBusiness, the sponsorship deal will initially run until the end of the 2019-20 season, but the club hopes for a longer-term association.

American Airlines will receive pitch-side LED advertising as a central part of the deal and SportBusiness understands the company were impressed with Watford’s growth ambitions in the US.

The agreement will also include the Premier League club’s match highlights and content to be placed on the airline’s in-flight entertainment systems and its in-house magazine.

American Airlines joins the club’s second tier of sponsorships, below that of shirt sponsor SportsBet.io, sleeve sponsor Bitcoin and kit supplier Adidas.

Tom Lattig, Managing Director for EMEA Sales at American Airlines, said: “It is our shared purpose at American Airlines to connect people from all over the world on life’s journey. Whether we’re flying fans to a game or promoting the club’s highlights onboard our flights, our 130,000-strong team are delighted to be the Official Airline Partner of Watford Football Club.”

Watford FC Chairman Scott Duxbury added: “We’ve been delighted to meet Tom and his team in agreeing this partnership. It’s clear they have an ambition to be different and succeed in their industry, so our aims are similar in that respect. I hope this marks the start of a long and mutually beneficial relationship.”

The agreement also strengthens American Airlines’ commitment to the UK and Europe. The airline flies from Edinburgh, London Heathrow and Manchester, offering up to 24 daily flights to 10 destinations in the United States. Across Europe, the airline flies up to 74 daily flights to 24 destinations.

Watford currently sit 19th in the Premier League table, one point from safety.

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