’12th Man & Madness/Priceless’: Mastercard and the Uefa Champions League
May 2017 saw Uefa Champions League sponsor Mastercard launch an expansive pan-European activation based on ‘passionate fan support’ to leverage spiking soccer supporter interest around club football’s biggest annual showpiece – the Champions League Final.
Sponsorship deals from October 27 to November 24
Action sports: Obstacle course series Tough Mudder signed a two-year partnership, from 2018 until 2019, with sports beverage company Kill Cliff
Betting sponsorship in sport, 2018
While sports betting is just finding its feet in the USA, in other territories sport sponsorship provides a great platform for betting firms to build their brands and attain direct access to their core m…