Football sponsorships are a billion-dollar industry, with brands fighting for visibility alongside the world’s biggest stars and clubs. While most partnerships make sense—sportswear companies, fitness brands, and financial institutions—some deals leave fans scratching their heads. From elite athletes endorsing fast food and soft drinks to clubs striking deals with amusement parks, gaming consoles, and even adult content creators, the football world has seen some truly bizarre sponsorships. We dive into the most shocking and unusual football sponsorship deals, exploring why these brands teamed up with players and clubs, the controversies they sparked, and the impact they had on football’s commercial landscape. When money talks, even the most unexpected partnerships become reality!
1. Belle Grace – Supporting Charities FC (2024)
Belle Grace, an OnlyFans model, became the official sponsor of Supporting Charities FC, a UK-based charity football team. The deal stood out because OnlyFans is widely associated with adult content, and football sponsorships typically come from mainstream brands. This partnership sparked debates over the influence of adult content creators in sports sponsorships. Some fans and officials criticized the move, while others applauded it as a way to raise funds for charity. The controversy drew massive media attention, ultimately boosting the club’s visibility.
Arsenal’s sleeve sponsorship with the Rwandan government’s tourism board raised eyebrows because Rwanda is a developing nation that has received significant foreign aid. Critics questioned why the country was spending millions on a Premier League sponsorship instead of investing in local development. Despite the controversy, the Rwandan government defended the deal, stating that it boosted tourism and economic growth. The sponsorship remains active and has helped Rwanda gain global recognition as a travel destination.
3. West Bromwich Albion – Ideal Boilers & Boiler Man Mascot (2018)
West Brom signed a deal with Ideal Boilers, a company that manufactures home heating systems. To promote the sponsorship, the club introduced “Boiler Man,” a mascot dressed as a giant boiler. The unusual mascot became an internet sensation, with fans and media mocking its bizarre appearance. However, the sponsorship succeeded in drawing attention to Ideal Boilers, proving that even the strangest marketing ideas can work in football.
4. Hull City – Flamingo Land (2016 – 2017)
Hull City’s sponsorship with Flamingo Land, a theme park and zoo, was unusual because football sponsorships typically come from large corporate brands. Having an amusement park’s name on a Premier League team’s shirt was an unexpected sight. While the deal was considered odd, it showcased the power of local businesses in football sponsorships. It also helped Flamingo Land gain national exposure, even if it seemed out of place on a football jersey.
5. Oxford United – Wang Computers (1985 – 1989)
Oxford United’s sponsorship deal with Wang Laboratories, an American computer company, was one of the earliest tech-related football sponsorships. The name “Wang” also led to some humorous reactions, as it had slang connotations in English. Despite the unusual name, the deal marked a turning point in football sponsorships, proving that technology companies could benefit from sports marketing. This opened the door for future sponsorships from major tech brands like Microsoft and Sony.
6. Getafe – Burger King (2009 – 2010)
Getafe’s deal with Burger King included a hidden surprise. Inside the club’s jerseys, there was a printed image of the Burger King mascot. When players lifted their shirts to celebrate a goal, the mascot’s face appeared on their chests. This creative approach to sponsorship was both humorous and effective. It increased Getafe’s global recognition, and Burger King benefited from a viral marketing campaign that made their sponsorship stand out.
7. Clydebank – Wet Wet Wet (1993 – 1996)
Scottish club Clydebank was sponsored by Wet Wet Wet, a popular 90s pop band. This was one of the rare instances where a music group became a football team’s main sponsor. The deal helped both Clydebank and Wet Wet Wet gain exposure, with the band’s name appearing on team kits. It remains one of football’s most unique cross-industry sponsorships.
8. Atl̩tico Madrid РColumbia Pictures (2003 Р2005)
Atlético Madrid’s deal with Columbia Pictures meant that their kit sponsorship changed multiple times during the season, featuring movies like Spider-Man, Hitch, and Bad Boys II instead of a standard brand logo. This unique sponsorship approach blurred the lines between football and entertainment marketing. It was a creative way to promote movies, but some fans found the constant jersey changes distracting.
Final Whistle: Football and Sponsorships – A Match Made in... Confusion?
If there’s one thing football has taught us, it’s that when money talks, clubs listen—no matter how bizarre the sponsor. From fast food to, well... much weirder deals, these partnerships prove that nothing is off the table when it comes to securing the bag.
Who knows what’s next? Maybe a team will be sponsored by a dating app for pets or a company that sells inflatable furniture. At this point, nothing would surprise us.
Seen a sponsorship deal that made you do a double take? Drop it in the comments—I’d love to hear about it!