Days after securing their first win on the pitch in the Premier League, Coventry City have taken another significant step forward, this time, off the pitch.
The Sky Blues have announced an agreement with Red Bull to become the club's official energy drink partner.
Despite their difficult start to life in the top flight, the club continues to attract major global sponsors, as this deal has shown.
The agreement is for a multi-year deal, and Red Bull will be the energy drink exclusively available across the first-team training environment, changing rooms and technical areas.
Last month, the club reached an agreement for a 10-year, £15 million venue enhancement project with Legends Global at the Coventry Building Society Arena.
The club continues to attract partners and investors under Frank Lampard's tutelage.
What the Red Bull Partnership Means for Coventry City
Since launching its energy drink in 1987, Red Bull has grown into one of the world’s most recognisable brands, and has invested significantly in sports.
The company is the front-of-shirt partner of Leeds United and is involved with several other football clubs around the world.
Under the terms of the agreement with Coventry City, Red Bull gains exclusive energy drink status at Coventry City.
Also, the partnership will ensure a prominent matchday presence for the Red Bull brand at the Coventry Building Society Arena.
The brand will be advertised on pitch-side LED boards, on the big screen at the stadium, and within the matchday programme for each of their games.
The deal also includes joint fan engagement activations designed to elevate the overall matchday atmosphere during Coventry’s top-flight campaign.
The agreement gives Coventry City another commercial partnership as they establish themselves in the Premier League.
The recent deals underline Coventry City's growing commercial activity since their return to the Premier League.
How Coventry City's First Premier League Win Changes the Mood
Frank Lampard's Coventry City lost their first four Premier League games and were eliminated from the Carabao Cup during the opening month of the season.
The English tactician was under pressure to get his side firing, and they finally got off the mark at the City Ground against Nottingham Forest.
Carl Rushworth became the first goalkeeper to assist a Coventry City Premier League goal since Peter Schmeichel.
The young goalkeeper sent a diagonal ball behind Daniel Munoz for Jay Dasilva to latch onto, and he took the ball in his stride before calmly slotting it into the back of the net.
Dasilva became the first top-flight goalscorer for the Sky Blues for 25 years, and they held on for a first clean sheet of the season.
The win lifted them off the foot of the standings and gives them momentum heading into the three-week international break.
