Activations
‘Beyond Boundaries’ – DP World and the ICC Cricket World Cup
SportBusiness Sponsorship looks at how DP World activated its sponsorship agreement covering this year's ICC Cricket World Cup.
The ONE Esports App – Samsung and ONE Esports
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…
‘The Fifa World Cup is Yours to Take’ – Budweiser and the 2022 World Cup
Budweiser created a buzz around last winter’s World Cup in Qatar, despite the unexpected ban on in-stadium alcohol sales.
Sponsorship Works: 2023 Football Activations Casebook
The Sponsorship Works: 2023 Football Activations Casebook is out now
FC Futures | EA Sports commits $10m to grassroots football scheme
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.
‘Dream Bigger’ | Xero and the 2023 Fifa Women’s World Cup
Small business accounting software firm Xero improved brand perception in the UK with its ‘Dream Bigger’ 2023 Women’s World Cup campaign.
Global Partner | Smart Communications and the Fiba Basketball World Cup
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.
‘Coaches of Tomorrow’ | Starling Bank and Southampton FC Women
Starling Bank has grown affinity among fans of Southampton FC Women via its 'Coaches of Tomorrow' campaign.
South Australia tourism body leverages LIV Golf event to boost visitor numbers
SportBusiness Sponsorship examines how the South Australian Tourism Commission leveraged a sponsorship deal with LIV Golf to make South Australia a destination of choice for international and domestic visitors.
‘Catch and Keep’ | Westpac and the NRL
SportBusiness Sponsorship explains how Westpac used its position as NRL match ball sponsor to differentiate itself from rival 'Big 4' banks in Australia.
Breaking Limits | Unilever and the Fifa Women’s World Cup
SportBusiness Sponsorship examines how Unilever supported its alignment with this year’s Fifa Women’s World Cup with several grassroots initiatives.
‘Wear la Rose’ – O2 and England Rugby
SportBusiness Sponsorship speaks to Gareth Griffiths, director of partnerships and sponsorship at Virgin Media O2, about how the brand is activating its England Rugby sponsorship deal at the Rugby World Cup.
Sponsorship Works: 2023 Purpose-Led Activations Casebook
The 2023 Purpose-Led Activations Casebook is out now.
Sports sponsorship deals are evolving, and brands are increasingly looking for something beyond purely promotional transactions
#NoRoomForAbuse – Sky UK and Guild Esports
Guild Esports, the London Stock Exchange-listed esports organisation co-owned by David Beckham, launched the #NoRoomForAbuse campaign with its ‘Official Premier Partner’ Sky UK in May 2023, to raise awa…
A Stay on the Green – Hilton and the DP World Tour
‘A Stay on the Green by Hilton’ was a hospitality, content generation and brand awareness campaign focused on the building of a world-class replica Hilton hotel room on the 15th Green at Dubai’s Jumei…
AFLW player development manager – BHP and the AFL
The Australian Football League (AFL) and resources company BHP embarked on a three-year AFL Women’s (AFLW) partnership, from 2020 to 2022, focused on creating more opportunities for women to play, umpire a…
Good Deeds Cup – Chevrolet and Minor Hockey
The ‘Chevrolet Good Deeds Cup’ launched on January 20 2023 for its seventh season with a new challenge for young hockey players. Fo
In Safe Hands – AXA and Liverpool FC
Launched across October and November 2022, to coincide with Pink October and Movember, ‘In Safe Hands’ is a campaign to help educate and spread awareness of the importance of self-examination in detecting can…