Activations

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MLS club Houston Dynamo helped its partner – re-launched gas station brand 76 – grow awareness in the market and resonate with its core audience in downtown Houston – and beyond.

Manchester City shirt and stadium sponsor Etihad worked with the club to create a global skills challenge – running from November 2018 and finishing in June 2019 – based around a seven-stop football freestyler tour of key airline destinations.

DHL activated its official logistics partnership with Leicester City via ‘Win Global Exposure’: a B2B campaign targeting small- and medium-sized enterprises.

Everton and game maker Rovio activated their sleeve sponsorship by turning three Everton players into limited-edition characters in its latest version of the Angry Birds franchise.

#DHLUnitedDelivered was a global campaign designed to highlight the official logistics partner’s core business proposition by delivering a ‘Man Utd experience’ to fans of the club worldwide.

Chinese liquor company Kweichow Moutai and Italian Serie A club Inter Milan have signed a new partnership to produce a co-branded baijiu, a clear Chinese spirit distilled from fermented sorghum

Features

Standard Chartered used the ‘Stand Red’ campaign to reinforce its partnership with Liverpool during the club’s Champions League-winning season.

The launch campaign for adidas’ 2019-20 Arsenal home kit focused on connecting the club’s global fan base to its North London home through themes of community, customs, language and inclusivity.

AS Roma used new 2019 summer signing social spots to highlight search for missing children.

With sports statistics more readily available than ever, SAP’s ‘Who’s the Blue?’ campaign tested the knowledge of Manchester City fans through a global social media campaign.

Audi leveraged its Tottenham Hotspur partnership through a 2018-19 season social video series aimed at bringing to life the car company and club’s shared ‘dare to be different’ philosophy.

Turkish betting company Nesinse.com built a special hospitality area to entertain female Beşiktaş fans and raise brand awareness among women supporters.

Illinois’ Elk Grove Village, the largest industrial park in the US, used its title sponsorship of the Bahamas Bowl college football game to bring in new business.  

As part of its wider partnership with AS Roma, Hyundai co-created a video to counter scepticism of women’s football, featuring three male AS Roma fans and three players from the club’s women’s team.

Bright Partnerships: 2019 UK Sponsorship Award Winner for the Best International Award for Sponsorship

Welcome to Sponsorship Works 2018, the 13th edition of the publication. This year’s Sponsorship Works brings you 17 case studies of best practice sports sponsorships from around the world. It

This article looks at three activation campaigns run by national team sponsors throughout the 2018 Fifa World Cup.

PROJECT DETAILS Sponsorship title: Jaguar XF Sportbrake Reveal: Official Car Partner of AELTC, The Championships, Wimbledon Duration of sponsorship: July 2015 – July 2017 E

PROJECT DETAILS Sponsorship title: Uefa Champions League Trophy Tour presented by Heineken Duration of sponsorship: Uefa Champions League Exclusive Beer Sponsor since 2005 Entered by: Edelman

PROJECT DETAILS Sponsorship title: Stanley Black & Decker, Official Partner of FC Barcelona Women Duration of sponsorship: March 2018 – Ongoing E

PROJECT DETAILS Sponsorship title: Official Partner of the Indian Super League Duration of sponsorship: November 2017 – November 2018 (1 year) E

PROJECT DETAILS Sponsorship title: Total, Official Partner of the Confederation of African Football Duration of sponsorship: 2017-2024 Entered by: Lagardere Sports

PROJECT DETAILS Sponsorship title: Audi, Official Vehicle Partner to Cricket South Africa and the Proteas Duration of sponsorship: 2014-2017 Entered by: Levergy Sports and Entertainment Marketing