SportBusiness Sponsorship staff

UnionPay International used a three-phase campaign around the 2019 ICC competition to boost sales among Singaporean football fans

With fans stuck at home during Covid-19 lockdowns of 2020, Midea ran a three-month social media engagement campaign that saw Man City players and legends encourage fans to take part in a series of at-home skills challenges.

Based around a bespoke game prediction algorithm, KFC’s 2019 sponsorship of the Riot Games-operated League of Legends Pro League in China smashed the brand’s exposure and sales goals.

Swiggy’s IPL 2020 activation spanned national and regional television, digital and social with humorous content reinforcing its brand benefits of convenience and simplicity.

CTBC Bank leveraged its title sponsorship of the 2019 WBSC Premier 12 through a short film-led campaign that aimed to unite the country’s support for the national team and boost brand sentiment.

For the second year of its community sport investment campaign, in 2020, Australian bank St. George’s went bigger to help grassroots clubs suffering amid Covid-19.

Edtech startup Unacademy leveraged its IPL 2020 partnership – including title rights to the ‘Unacademy Fan of the Match’ and the ‘Unacademy Cracking Sixes’ – to target potential and current students aged 14 to 32.

Ahead of the January 2021 #SkrillDay game against Juventus, AC Milan payment partner Skrill promoted its services via a week-long, incentivised TikTok hashtag challenge.

The centrepiece of DHL’s Hero Indian Super League activation during the pandemic-affected 2020-21 season saw the international logistics brand deliver the match ball to every game via drone to minimise unnecessary contact.

In July 2020, as the pandemic curtailed live events, new Chelsea shirt sponsor Three worked with the club and its kit supplier Nike on an augmented reality kit launch campaign.

Comedian Sacha Baron Cohen was brought in to work with Aussie tennis stars Nick Kyrgios and Ashleigh Barty to front Uber Eats’ 2021 Australian Open campaign.

Through 2019 and 2020, Woolworths leveraged its multiple Australian partnerships toward a bus tour activation promoting healthy eating among kids through community sport.