SportBusiness Sponsorship staff

Norwegian insurance giant Gjensidige Forsikring linked up with 19 national sports organisations to drive recruitment and participation via a 2018 employee engagement initiative called the Gjensidige Games.

To mark Liverpool’s 2019-20 Premier League title, partner Levi’s rolled out a clothing collaboration with street artist Akse.

Rakuten House was a branded space erected in Chicago to leverage the ecommerce brand’s rights around the 2020 All-Star Weekend.

Over the English cricket summer of 2019, NatWest activated its principal partnership with the ECB by celebrating cricket’s diversity and inclusion.

Through the 2019 season, AAB activated its rights as the title partner of the Formula E racing series through a short-form content series based on solving contemporary urban challenges.

The End of Football was a short disaster movie by which Xylem leveraged its Manchester City partnership to educate football fans about the water challenges facing our planet.

Amstel celebrated Valencia’s 2019 centenary by recreating the bar where the club’s five founders started the team back in 1919.

Filmed at an empty Churchill Downs racecourse, Woodford Reserve’s ‘My Old Kentucky Home’ spot was an homage to the delayed 2020 Kentucky Derby.

AIB’s digitally led campaign leveraged its 2018-19 partnership with the GAA across owned channels and media partner platforms to engage new customers, grow brand affinity and build its digital services credentials.

Ahead of the 2019 Special Olympics World Summer Games in Abu Dhabi, Etihad launched a campaign spanning television, cinema, online and at-event promotion to link the brand to the property’s values of tolerance, diversity and unity.

Cruzcampo – beer partner of both Sevillian teams, Real Betis and Sevilla FC – marked the April 2019 derby with an equivalent match between bartender fans of each club.

Gazprom’s December 2019 mini-documentary leveraged its sponsorships with Zenit and Uefa to take football fans behind the scenes of the club.