Sponsors can often make or break a kit.
Sometimes a sponsor can take over a shirt, stripping a strip of all its cultural importance and design, in favour of monetary marketing gain. But occasionally, a sponsor suits a shirt beautifully, complimenting the colours and layout of a shirt, or even through the sponsor’s context and brand identity itself.
In light of this, we thought we’d take a look at the top ten sponsors that were iconic for their respective clubs and shirts:
10. ABN AMRO
Dutch bank ABN AMRO sponsored Ajax from 1991 to 2008, a period that included the club’s Champions League triumph in 1995. Their unique vertical logo on Ajax’s classic red-and-white colours became instantly recognisable and the sponsor is closely tied to one of the club’s most successful eras. ABN AMRO not only symbolised a golden generation of Dutch players but also became a lasting part of Ajax’s visual and cultural identity.
9. Opel
The Opel logo featured prominently on Milan’s kits during an era that included legends like Paolo Maldini, Andriy Shevchenko, and Kaka, and saw the club win multiple Serie A titles and the 2003 Champions League. The partnership went from 1994 to 2006, and the clean, bold branding became synonymous with Milan’s modern dominance and remains a nostalgic symbol of one of the club’s most celebrated periods.
8. Vodafone
Vodafone is an iconic sponsor for United, representing a successful era from 2000 to 2006. During this time, the Reds won multiple Premier League titles with the like Roy Keane, Ruud van Nistelrooy, and, most famously, a young Cristiano Ronaldo. The Vodafone logo hence became synonymous with the birth of one of football’s greatest ever players, and is strongly associated with the club’s early 2000s dominance.
7. Motta
Although not the most trophy-filled era, the Motta logo became a striking feature on Milan’s kits, symbolising a transitional phase in the club’s history. Its bold presence on the red-and-black shirts is fondly remembered by fans and represents a nostalgic link to Milan’s identity before their rise to European dominance later that decade.
6. Quilmes
Quilmes were iconic sponsors for Boca Juniors through the club’s 1990s to early 2000s golden era. During this period, Boca won numerous domestic titles and international trophies, including multiple Copa Libertadores victories. It was of course a shirt worn by all time great and Argentinian god, Diego Maradona. There was something somewhat edgy about the Quilmes sponsor, with the brand being Argentina’s most popular lager. It was sported by legends such as Juan Román Riquelme and Martín Palermo. For many fans, it represents the passion, success, and identity of Boca during one of their most dominant and beloved eras.
5. Nintendo
The Fiorentina Nintendo shirts from the mid-1990s, a period marked by the brilliance of Gabriel Batistuta, have become iconic. The bold logo, paired with Fiorentina’s striking purple shirts, created one of the most visually distinctive kits in football history. Though not the club’s most successful era in terms of trophies, the combination of star power, style, and a globally recognised brand left a lasting impression, making the Nintendo-Fiorentina partnership a cult favourite amongst fans and kit collectors alike.
4. Newcastle Brown Ale
Newcastle Brown Ale’s sponsorship of Newcastle United began in the 1980s and became iconic during the club’s successful mid-1990s era, particularly the 1995-96 season when the side, known as the “Entertainers,” finished second in the Premier League. The beer’s logo on the black and white colourway symbolised a strong local connection between the brewery and the team. It’s still one of the most fondly remembered shirt sponsors of all time, because of its striking logo and local connection.
3. Mars
Mars sponsored Napoli from 1988 to 1991, during the club’s golden era led by Diego Maradona. The partnership coincided with major successes, including the 1989 UEFA Cup and the 1990 Serie A title. The chocolate bar logo became iconic on Napoli’s kits, symbolising a legendary period. Though it ended in 1991, the sponsorship was revived in 2019 in a nostalgic marketing partnership.
2. Die Continentale
Die Continentale, a Dortmund-based insurance company, were sponsors of Borussia Dortmund from 1986 to 1997, a period marked by significant success for the club. During this era, Dortmund secured back-to-back Bundesliga titles in 1994–95 and 1995–96, and triumphed in the UEFA Champions League in 1996–97. The partnership’s visual legacy is evident in the club’s kits of the time, which featured the Die Continentale logo and have since become iconic among fans. Even after the sponsorship ended, the association remains a cherished part of Dortmund’s history.
1: Pirelli
Pirelli’s sponsorship of Inter Milan, spanning from 1995 to 2021, stands as football’s most enduring and iconic partnership. Over 26 years, the Pirelli logo became synonymous with Inter’s black and blue kits, witnessing the club’s triumphs, including five consecutive Serie A titles from 2005 to 2010 and the historic treble in 2010 under José Mourinho. The partnership concluded after the 2020–21 season, with Pirelli transitioning to the role of Inter’s global tyre partner until the end of the 2023–24 season. Throughout their collaboration, Pirelli contributed nearly €250 million to the club, cementing a legacy that remains deeply cherished by Inter fans.
