The 5 oldest technical sponsors What are the inseparable pairings in European football, from Bayern Munich to Bologna

In the memory of every fan, aficionado or simply football lover there are crests and brands that are indivisible from each other, and that even if actively involved have not contributed significantly to the successes and failures achieved on the pitch. This was made possible when, from 1970 onwards, all leagues allowed clubs to enter into agreements with big sports brands, given the numerous attempts in previous decades (such as the one between Vicenza and Lanerossi) to circumvent this ban.

Since the dawn of football, clubs have tried to make a profit by tying themselves to sponsors who would guarantee the money needed to cover their costs. A mechanism triggered by the brands themselves, which saw football as a very effective medium for advertising, and which over time has proved to be a more than successful operation, as Daniel-Yaw Miller also wrote in an article for The Business of Fashion, which underlines the active role not only of the more classic sports brands but also of luxury brands, which are increasingly interested in linking their name to that of a club. A combination that has become essential over the years, where one cannot survive without the other. After summarising the longest-lasting technical sponsors of national teams, we decided to widen the field to include clubs, summarising some of the agreements that have remained stable over the decades.

1. adidas - Bayern Munich

The relationship between Macron and Bologna is one of the longest lasting (after Nike and Inter) in Serie A, and has been going on for 20 years. It's a long-lasting marriage, favoured by the fact that Macron has its headquarters in the lively and ancient capital of Emilia. However, despite such a long relationship, one of the best jerseys designed by Macron for Bologna is undoubtedly the first jersey of the current season, which celebrates the historic tower of the Dall'Ara Stadium, which will be the only architectural element that will be preserved by the renovation of the facility).