Deliveroo/Uber Eats: the home meal delivery companies establish themselves in football sponsorship

The meal delivery companies Uber Eats (USA) and Deliveroo (UK) have been developing their sponsorship strategy during summer 2019 by broadening their support (naming rights, shirt sponsorships, commercial partnerships...) at several levels (in Spain, the United Kingdom and France -- across clubs, leagues and federation).

Deliveroo became an official partner and training kit sleeve sponsor of the England national teams, as well as a partner of The Emirates FA Cup from 2019-20, on 02/09/2019. The meal delivery service also became an official partner of LaLiga for its professional football competitions LaLiga Santander and LaLiga SmartBank, for the 2019-20 season, according to the Spanish body on 17/07/2019.

Uber Eats also became an official partner of the LFP in 2019-20 (€3m for this season), and will become the title sponsor of Ligue 1 for an estimated €15m annually over the 2020-2022 cycle. This agreement marked the brand's first sports sponsorship contract, while its parent company Uber has previously concluded agreements with clubs including Sevilla FC and Real Betis Balompi…