Activations

Metro Bank has chosen to champion women's and girls' cricket in its first ever foray into sports sponsorship.

Paddy Power leveraged its World Darts Championship title sponsorship rights in support of the charitable organisation Prostate Cancer UK.

Sportingbet ran an influencer-led campaign in Brazil to tee up its sponsorship of the 2023 Copa Libertadores.

The WeAreFearless agency’s shirt sponsorship deal with Hackney Women’s FC highlighted its expertise in women’s sport and followed the launch of a dedicated women's sport division.

Mars Snacking delivered an augmented reality experience to activate its NFL sponsorship rights at Super Bowl LVIII.

‘United. Near and Far.’ was an integrated consumer experience campaign from Marriott Hotels and the Marriott Bonvoy loyalty programme that fused the worlds of travel and sports to engage the more than 13 million Manchester United fans in the US with British event and hospitality culture.

Cadbury used the renewal of its sponsorship deal with English Premier League club Chelsea to extend its ‘Sign with Fingers’ campaign, designed to support the UK’s deaf community.

US-based car rental agency Enterprise Rent-A-Car launched a bespoke and informative football content series to activate its sponsorship deal with the Uefa Europa League.

The 2023 Sponsorship Works casebook contains 15 case studies: our pick of those sponsorship activations from the last 12 months which demonstrated best practice in planning and delivery.

In August 2021, Heineken created a global campaign to mark its new move into women’s European football sponsorship with Uefa.

SportBusiness Sponsorship looks at how DP World activated its sponsorship agreement covering this year's ICC Cricket World Cup.

In January 2022, Southeast Asian esports organisation ONE Esports and smartphone manufacturer Samsung entered a long-term agreement with the intention of launching an esports app, exclusive to Samsung…

Budweiser created a buzz around last winter’s World Cup in Qatar, despite the unexpected ban on in-stadium alcohol sales.

The Sponsorship Works: 2023 Football Activations Casebook is out now

EA Sports created the FC Futures project to invest meaningfully in community-level football and has committed $10m to multiple grassroots football projects under the scheme.

Small business accounting software firm Xero improved brand perception in the UK with its ‘Dream Bigger’ 2023 Women’s World Cup campaign.

Mobile services provider Smart wanted to use its sponsorship of the Fiba Basketball World Cup to create an uplift in brand awareness and association in its home market through digital and out-of-home executions.

Starling Bank has grown affinity among fans of Southampton FC Women via its 'Coaches of Tomorrow' campaign.