SportBusiness Sponsorship staff

Launched on 29 June to celebrate Liverpool's first Premier League title in 30 years, in Malaysia the club’s long-time beer sponsor Carlsberg marked the victory with a ‘Virtual Champions Keg’, redeemable via smartphone.

In February 2019, Hyundai leveraged its on-site rights ahead of Super Bowl LIII in Atlanta to tell multiple brand and product stories through a range of communal and one-on-one experiences.

Part of Australian Open major partner Kia’s multi-faceted ‘Feel the Open’ activation in 2020 was an influencer-led, premium Drive Day experience promoting the new Seltos model to young adults.

Leveraging its rights as the title sponsor of IPL franchise Royal Challengers Bangalore, Royal Challenge’s 2019 IPL campaign challenged gender stereotypes in cricket.

Toyota, the official vehicle sponsor of South African soccer side Kaizer Chiefs, activated its rights through the 2019 season with a blended activation spanning a competition, an experience and subsequent social activation.

Lowe’s – NFL home improvement partner and presenting sponsors of the ESPN and NFL Network telecasts – activated around the 2020 Draft with a campaign that adapted to Covid-19 by talking about the importance of the home.

Formula One, Formula E and MotoGP – motorsport’s biggest global series – hold central sponsorships worth $394m (€354m) in 2020, across 48 central deals.

During the 2018-19 Big Bash, dog food brand Nature’s Gift leveraged its rights as an official partner of the Sydney Sixers via a three-stage activation linking dogs and cricket.

Asics launched the Wallabies jersey for the 2019 Rugby World Cup in late May last year and followed up with a year-long campaign led by cinematic content.

In the 2019-20 season, IBM’s ‘Raise Their Game’ partnership with semi-pro Leatherhead FC sought to demonstrate that its Watson AI technology could improve any team’s performance.

Stella Artois activated its rights as official beer of the 2020 Australian Open with creative in which a team of artists produced works linked to each day’s action.

Fans booing the Commissioner is an NFL Draft tradition, so when the 2020 draft was forced online by Covid-19, NFL official beer Bud Light collected boos online and amplified them socially.