SportBusiness Sponsorship staff

Soccer

For the 2021/22 season, Siemens leveraged its FC Bayern partnership through a socially responsible video series called #Overcome. It saw a team of seven celebrity ambassadors share their own stories about the biggest challenges of their lives and how they overcame them. Spanning contemporary social topics to inspire viewers and fans not to give up no matter what challenges they have to #overcome.
Soccer

Running through Spring and Summer 2021, a joint initiative from FC Bayern Munich and youth football partner Volkswagen (VW) sought to reinforce their shared values, engage Gen Z and challenge the global talent search system. An initiative called the ‘FC Bayern World Squad’ which was a global young player talent search carried out primarily through social media and consumer/player content creation. It was backed up by digital training and climaxed with a Munich training base and a game against the club’s under-19 side, amplified via an online video series.
Drone Racing

In September 2021 blockchain platform Algorand activated its new multi-year title partnership with the Drone Racing League (DRL)
Basketball

Rakuten and the NBA’s Golden State Warriors partnered on a 360-degree, multi-faceted, season- long ‘Oakland Forever’ brand-owned platform built around the Japanese electronic commerce and online retai…
Soccer

In December 2021 digital finance brand Ally and Relevant Sports Group teamed up to create the ‘WICC Best XI Presented by Ally’ docuseries. It
American Football

In September 2021, the LA Rams and automotive partner Porsche teamed up with cornerback Jalen Ramsey and the team’s famous Mariachi Band - which plays at each home game and is unique in the NFL.
Ice Hockey

A pandemic-led, team partner employee recognition program - running from February 2021 to March 2022
Ice Hockey

As the fallout of the pandemic extended the National Hockey League (NHL) 2020/21 season into the summer, New York Rangers partner Bud Light rolled out a drinks-linked engagement activation
Women's Basketball

In May 2021 Google became a ‘WNBA Changemaker’ (amongst other new official league partner roles) in a multi-faceted, multi-year alliance. It
Soccer

In Summer/Autumn 2021, Verizon built on its US partnership with top Spanish soccer league LaLiga to co-host and produce an EA Sports FIFA initiative called the ‘LaLiga All-Star Gaming Challenge presented b…