AS Monaco extend APM Monaco deal until 2029
AS Monaco have extended APM Monaco’s front-of-shirt rights until 2029 as the club and jewellery brand expand a joint activation plan built around content, retail experiences and influencer-led reach.
AS Monaco have renewed their partnership with APM Monaco for a further three seasons, taking the agreement until 2029.APM Monaco have been a major partner since 2023 and will continue to feature on the front of AS Monaco’s first-team match shirts in Ligue 1, giving the brand consistent visibility around one of French football’s most followed properties.The renewal is positioned as a platform for deeper cooperation rather than a static branding deal, with both parties outlining plans to connect their communities through matchday activity, events and digital initiatives.Philippe Prette, APM Monaco chief executive, said: “We are honored to continue this adventure with AS Monaco. Now is the time to move forward together, to create memorable moments for the Principality and for those who follow it around the world.”The partnership will continue to use home matches, dedicated events and club-led content production as activation vehicles, with special events planned at the AS Monaco Performance Centre and in APM Monaco stores.AS Monaco said the two organisations will also deliver unique digital initiatives aimed at enhancing the supporter experience and strengthening the connection with the brand, signalling an emphasis on personalised content and ongoing engagement.APM Monaco will continue to invite ambassadors and influencers to matches under exclusive conditions, a tactic designed to extend tournament and matchday moments into always-on social distribution.AS Monaco are expected to support APM Monaco’s reach in Monaco, France and international markets, leaning on the club’s digital scale and broader public profile.Thiago Scuro, AS Monaco chief executive, said: “We are delighted to extend our partnership with APM Monaco, a Monegasque brand that proudly represents the Principality and, like AS Monaco, embodies elegance and modernity. This renewal demonstrates that the journey we have shared since the launch of our collaboration is a fruitful one and holds great promise for the future. We look forward to writing the next chapters of this wonderful story together.”The extension reinforces a wider pattern in sponsorship where lifestyle brands seek global reach via football while clubs prioritise partners that can activate across retail, talent and creator networks rather than relying on stadium signage alone.The next steps are AS Monaco and APM Monaco confirming the first wave of store and performance-centre events, then rolling out new digital formats and matchday programmes ahead of the 2026–27 season.