SportBusiness Sponsorship staff

Uefa Champions League partner Santander activated its rights in the UK through a virtual campaign from March through December 2020 aimed at helping teach children numeracy from home during Covid-19.

Leveraging the October 2020 cup match between two teams its sponsors – Bayern Munich and fifth-tier side 1. FC Düren – MAN exploited media interest in the underdog by giving the club a state-of-the-art coach with bespoke branding.

On 12 August 2020, Heineken and Uefa livestreamed a global ‘Opening Party’ to celebrate the restart of the Champions League and Europa League after the pandemic-enforced hiatus.

In August 2021, ahead of the start of the Premier League season, adidas and Arsenal FC launched the team’s third strip through a mockumentary featuring fictional Gunners super fan ‘Len’.

In August 2020, with the pandemic forcing fans watching the new season from home, Premier League partner Coca-Cola launched a campaign aimed at making the soft drink part of the at-home matchday routine.

At the start of the new 2021-22 Premier League season, Socios.com and Everton ran a campaign to promote the first $EFC Fan Token Offering, which led to all 500,000 digital tokens selling out in just four minutes.

In March 2021, Burger King sponsored the Spanish release of the official NBA game – NBA2K21 – through an in-game campaign that challenged players to win free items by making shots on the virtual court.

In September 2020, the Mondelez-owned chocolate business leveraged its MUFC rights to bring some of its employees to Old Trafford as the culmination of an internal staff reward programme

In October 2020, Chinese tech giant Lenovo leveraged its partnership with the Ducati Corse MotoGP team with an online contest offering fans a chance to redesign its sponsor logo on the Ducati bike for the second half of the season.  

In May and June 2021, KNVB media partner DPG Media drove excitement ahead of the delayed Euro 2020 with a fan vote to find the most popular Dutch national team shirt of all time.

Mobile game developer Supercell’s three-season partnership with PSG involved management-level learnings as well as direct promotion for the sponsor’s Brawl Stars game.

In April 2020, the Minnesota Vikings and official beer partner Miller Lite responded to the pandemic by pivoting from a physical to a virtual livestream Draft Party.