Sevilla Announces Valvoline Sleeve Sponsor Deal - Debut Tomorrow
Spanish football club Sevilla this week announced a deal with Valvoline to become its new sleeve sponsor. Valvoline is a leading worldwide supplier of premium branded lubricants and automotive services.
The Sevilla FC kit with the Valvoline logo on the sleeves logo was unveiled on on June 9. Sevilla FC plays Real Betis in the Gran Derbi in the first match of La Liga's return to action on June 11, where the Valvoline logo will be on the Sevilla kits for the first time.
Sevilla Signs Valvoline As Sleeve Sponsor
The Sevilla FC Valvoline deal will begin immediately and runs until the end of the 2022-23 season, with an option for an extension thereafter.
No financial details of the Sevilla Valvoline sleeve sponsor deal have been revealed yet - Sevilla's last sleeve sponsorship deal with Betfair was worth €875,000 for one year.
"We are proud to have Valvoline as a sponsor for the next three seasons, especially at a difficult time for the world and industry," said Sevilla FC Club Chairman, José Castro. "There is no magic formula here, but we love to link up with companies that have a winning spirit like ours. Valvoline has highlighted our way of living football, our passion and our history – and that's something that we celebrate and something that motivates us to continue achieving important milestones to enhance this important agreement."
"Valvoline has a rich and storied history including being the first trademarked motor oil brand in the U.S.," said Valvoline Senior Vice-President, International, Jamal Muashsher. "We are excited to partner with another original in their industry in Sevilla FC to bring two brands together that share a never idle spirit and passion for winning."
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Good or Bad? Rexona Armpit Sponsorship on 2026 World Cup Referee Shirts
Update - Tuesday, June 23, 2026: Following our publication, Rexona contacted us to provide additional context on the activation.
According to Ben Curtis, Global Brand Vice President for Rexona at Unilever, the sponsorship is intended to highlight fourth officials, who "may not always be the focus of attention but are at the centre of some of football's most intense and anticipated moments," as part of Rexona's "It Won't Let You Down" campaign during the FIFA World Cup 2026. "They need to remain cool and calm under pressure - That's exactly why this partnership is such a natural fit for Rexona."
The 2026 World Cup referee shirts feature one of the most amusing and strategic sponsorship placements seen in football. Deodorant brand Rexona has their logo positioned directly under the armpits of the match officials' jerseys, creating a highly contextual advertising opportunity.
The Rexona logo remains largely hidden during regular play but becomes clearly visible whenever a referee raises their arms to signal a free kick, award a penalty, or issue a card. This placement perfectly matches the deodorant product being advertised, resulting in a memorable piece of marketing on the sport's biggest stage.
While this specific placement has caught the attention of fans during the 2026 tournament, it is not entirely unprecedented. A similar concept was previously executed in Brazil, where Avanço deodorant sponsored the armpits of Corinthians. However, Rexona's execution at a World Cup brings the clever concept to a massive global audience.
Adidas Al Qadsiah 26-27 Home & Away Kits Released - No More Nike
Saudi Pro League club Al Qadsiah has officially unveiled its new 2026-27 home and away kits, marking the beginning of their new partnership with adidas after switching from previous supplier Nike.
Revealed on June 23, 2026, the inaugural adidas strips feature simple, standard designs without bespoke detailing. The home kit is presented in the club's traditional red and yellow colors, while the away shirt offers a stylish white and red look.
FC Barcelona 26-27 Training Top Leaked
Images of the FC Barcelona 2026-27 training top have been leaked online by Barca kit collector @memorabilia1899.
Hamburg 26-27 Anthem Jacket Released
The new Hamburger SV 2026-27 anthem jacket has been launched.
Produced by Adidas, the jacket features a clean design based on the Adidas 2026 jacket template. It is predominantly white with contrasting black Three Stripes running down the sleeves and a black Adidas performance logo on the right chest.
