Genesco wins Royal Caribbean sports and experiential account
The assignment includes support for the cruise line’s Inter Miami sponsorship and agreement with Lionel Messi.
Genesco Sports Enterprises has secured Royal Caribbean Cruise Lines’ sports and experiential business following an agency selection process. Officer & Gentleman, with operations in Madrid and Boston, previously handled the cruise line’s sports marketing, including its Inter Miami partnership.
Royal Caribbean has served as Inter Miami’s primary jersey sponsor since the start of the 2024 Major League Soccer season and is designated as the club’s official vacation partner. The cruise company also has an agreement with Inter Miami star Lionel Messi and was an official sponsor of the Miami host city for the 2026 World Cup.
Agency sources said Genesco’s agency-of-record responsibilities include analytics, measurement and continued support aimed at optimizing the Inter Miami sponsorship and the related Messi agreement. That work is expected to continue through the end of the 2028 MLS season.
SponsorUnited estimated that the cruise lines covered by its analysis spend about $25 million combined on sports sponsorships. It characterized Royal Caribbean’s Inter Miami agreement as the largest of those partnerships.