Nightclubs and beach clubs are now a thing for commercial sponsors We’ll also remember 2025 for the Pacha and Twiga case
As 2025 draws to a close, summer is still far off on the calendar, but giving us hope for an early arrival are AS Monaco and SD Ibiza. Over the course of 2025, in fact, the two clubs brought to life two commercial agreements destined to be remembered as among the most iconic of the year. Yes, because 2025 was officially the year we began to think that nightclubs and beach clubs could represent the new frontier of sports sponsorships. While AS Monaco signed a contract with Twiga, a chain of exclusive beach clubs and nightclubs founded by Flavio Briatore, just as predictable was the move by the small team competing in Spain’s third division, which sealed a deal with Pacha: the most famous nightclub, in pop culture terms, of the seaside city.
With its distinctive two-cherries logo, Pacha has over the years become not only a symbol of the nightlife world, but also a tourist icon of an entire city. The alignment between a football team and a nightclub or beach club — even when dealing with entities so famous that they have long transcended their original function, turning into true global brands — remains extremely rare in the football landscape. Global brands, consumer goods companies, insurance firms, betting companies and tech products are common; nightclubs and beach clubs, on the other hand, make their absolute debut here as sponsors in the world of football.
AS Monaco and Twiga
Since Twiga came under the ownership of Leonardo Maria Del Vecchio — with the LMDV Hospitality / LMDV Capital group acquiring 100% of the brand — the young entrepreneur’s mindset has made the sponsorship with the French club possible, the fourth most decorated football team in France. For the 2025/26 season, however, also thanks to the official return of Paul Pogba to competitive football, the Twiga brand appears exclusively on AS Monaco’s training kits, while in official matches Renault and APM Monaco continue to alternate as shirt sponsors.
SD Ibiza and Pacha
In December 2025, the official announcement of the partnership between SD Ibiza and Pacha also arrived, an agreement that inevitably raises a question: why not sooner? The cherries, Pacha’s historic logo — a club founded in 1967 in Barcelona and made famous by its opening in Ibiza in 1973 — are today a widely recognized symbol of the city, on par with many other iconic logos around the world. But there is more to this agreement: it stems from an initiative by the Pacha Foundation, an organization aimed at promoting local initiatives in the city, including sport, culture, and the arts. “Our decision to sponsor the local football team is in line with our core values, which promote a vibrant and resilient Ibiza — where community, culture, and sport thrive together,” said Kabir Mulchandani, president of the Pacha Foundation.
