Activations
‘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…
Wear the Rose – O2 and the RFU
O2 states that it is on a mission to help close rugby’s gender gap with its longstanding partner – the RFU. In
Coaching Corner – AIA and Tottenham Hotspur
As AIA’s partnership with Premier League football club Tottenham Hotspur entered its ninth year during the 2021-22 season, the multinational insurance provider tasked CSM with generating new leads and m…
Take Your Seat – Saudia and the Formula E World Championship
To promote its sponsorship of the ABB FIA Formula E World Championship, engage with fans and generate first-party data, Saudia Airlines launched the ‘Take Your Seat’ campaign with both online and offline pro…
The Big Bitcoin Giveaway – Southampton FC and Sportsbet.io
To mark the extended relationship between Southampton FC and Sportsbet
Road 2 Final Four – Nissan and the NCAA March Madness
As an official partner of the NCAA’s March Madness men’s and women’s basketball tournaments, Nissan’s 2022 campaign was deployed across various channels, including TV commercials and online and onsite …
A reunion for the ages – Humana and the National Senior Games
For the 2022 National Senior Games, presenting sponsor Humana worked with GMR Marketing to create a campaign that enabled Humana agents to build relationships with senior athletes in-person at the games…
Ultra Club – Michelob Ultra and Super Bowl LVII
Michelob Ultra created a golf-themed Super Bowl advertising campaign inspired by the cult 1980s movie Caddyshack which encouraged viewers to pre-order their big-game beer stocks