Why More U.S. Cities Are Sponsoring European Football Clubs?

Roger Hampel

Photo Credit: Brentford FC

Juventus made headlines by announcing Visit Detroit as its new front-of-shirt sponsor for domestic Serie A matches. This deal marks the first time a U.S. destination brand has secured such a prominent position on the jersey of a top-tier Italian club.

But this is no one-off story. It’s part of a growing and strategic trend: U.S. cities and regional tourism boards are increasingly turning to European football as a global marketing channel.

Why? Because it works. U.S. Cities Sponsoring European Football

Tourism Meets Football: A Strategic Shift

City names once reserved for travel brochures and tourism expos are now appearing on Premier League sleeves and Serie A shirts. Destination marketing organizations (DMOs) are leveraging football's global reach, fan loyalty, and emotional context to build brand recognition, attract international visitors, and boost economic impact.

The Juventus x Visit Detroit partnership is only the latest example in a series of high-profile collaborations between American cities and European football clubs. Below are other standout cases that illustrate how this trend has accelerated in recent years.

Case Studies: U.S. Cities Investing in the Football Economy

Visit Lauderdale x Wolverhampton Wanderers (2024/2025): Fort Lauderdale became the official destination partner of Wolves for the 2024/25 season. The deal includes branding across stadium assets and club media. The Premier League is broadcast in over 230 countries, reaching an estimated 3.2 billion people globally and over 1 billion households, making it one of the most powerful platforms in world sport.

Photo Credit: Wolverhampton Wanderers

Experience Kissimmee x Brighton & Hove Albion (2024–2027): This three-year sleeve sponsorship includes Brighton’s men’s and women’s teams and joint campaigns with player visits to the U.S. Brighton achieved a total TV audience of 195 million in the 2022/23 season, ranking 12th in Europe across all clubs. This partnership gives Kissimmee prime visibility in a growing, international fanbase.

Experience Kissimmee x West Ham United (2016–2022): A six-year partnership that has become a benchmark case in sports tourism marketing. Nielsen recognized it as one of the top-performing football sponsorships in terms of ROI, thanks to consistent visibility, collaborative activations, and deep fan engagement.

Experience Kissimmee x Rangers FC (since 2024): This new partnership includes fan zone branding at Ibrox Stadium and activations aimed at U.S. and Scottish fans alike. The deal was launched alongside a major announcement: the North American Rangers Supporters Association (NARSA) will host its 2025 convention in Kissimmee.

Visit Tampa Bay x Norwich City (2017–2023): Spanning six seasons, this collaboration delivered themed matchdays, strong digital content, and creative activations. Most notably, the U.S. became Norwich’s third-largest market for shirt sales, behind only the UK and Finland, where star striker Teemu Pukki attracted significant local attention. (SportsTravel)

Visit Tampa Bay x Brentford FC (since 2023): Tampa Bay shifted to Brentford with a renewed focus on creative activations. This includes fan quizzes, matchday competitions, and the popular “Tampa Bay takeover” events, blending tourism storytelling with supporter culture.

Visit Florida x Fulham FC (2015/2016: )One of the earliest examples of this trend. Visit Florida was Fulham’s main shirt sponsor, with the brand also displayed on the stadium’s roof—strategically placed under Heathrow Airport’s flight path. The estimated return on investment was 3:1, making it a benchmark for low-cost, high-impact international tourism campaigns. (WJCT)

Why Football? Why Now?

Tourism boards and city marketers are turning to football for several key reasons:

• Global reach with emotional engagement. Football offers visibility far beyond traditional media, especially in Europe, South America, Asia, and growing U.S. audiences.

• Authentic fan interaction. When a destination is linked with a beloved club, the message feels personal, not promotional.

• Efficient marketing spend. Compared to traditional advertising, shirt and sleeve sponsorships—especially with mid-table clubs—often deliver a better ROI.

• Cultural relevance. Football integrates brands into stories, celebrations, and community experiences.

  
  

The Club Perspective U.S. Cities Sponsoring European Football

For clubs, the benefits are equally clear:

• New revenue streams beyond traditional categories like finance, betting, or automotive

• Fanbase growth in the U.S., one of football’s fastest-growing international markets

• Rich content opportunities, including player visits to U.S. cities, community events, giveaways, and digital campaigns

  
  

A Smart Play for Cities and Clubs Alike

In a saturated advertising world, cities are finding in football a new kind of storytelling canvas—one that blends visibility, emotion, and global appeal. Football clubs, meanwhile, are transforming into multinational media platforms, with passionate audiences that value relevance and authenticity. Done right, a strategic partnership between a football club and a city doesn't just increase brand exposure. It turns fandom into wanderlust. A journey to a destination can now begin in the stadium—and end on the beach.