Activations

The success of last weekend’s 'Wembley Cup with EE', the third annual exhibition match between two YouTuber tribes, with a few football legends thrown in, presents an interesting problem for the event’s title sponsors and organisers, the UK network operator EE.

Sports Sponsorship Insider is delighted to introduce our first ‘Activation Tracker’ sector report into activation trends in sport – starting this month with the sporting goods sector.  

US consumer foods group General Mills launched its new Lawn Tennis Association-endorsed Nature Valley protein bar on the day that Andy Murray crashed out of the Aegon Championship at the Queen’s Club in London. But tennis is a long-term play for the group.

Sponsorship Works 2017, the 12th edition of the sports sponsorship casebook, is now available to subscribers of Sports Sponsorship Insider. This year’s Sponsorship Works brings you 21 case studies of best practice sports sponsorships from around the world.

Australian nutritional supplements company Blackmores has been a leader in its sector for more than 80 years. The company is committed to the use of high-quality ingredients, consistent delivery of product and the distinctive provision of free health advisory services in a competitive marketplace.

Tyre company Bridgestone is the Title Sponsor of the Copa Libertadores, the leading club football tournament in Latin America.

The US division of leading global technology leader LG Electronics uses its sponsorship of the National Collegiate Athletic Association (NCAA) to enhance the game day experience of college sports fans through its range of consumer products.

International insurance company AIG's sponsorship of the New Zealand All Blacks, rugby union's most successful national team, provided a global platform to build the brand values that the company stood for, launch a new visual brand identity and use ticket and hospitality assets to engage employees, customers and drive new business.

International insurance company AIG's sponsorship of the New Zealand All Blacks, rugby union's most successful national team, provided a global platform to build the brand values that the company stood for, launch a new visual brand identity and use ticket and hospitality assets to engage employees, customers and drive new business.

Since 2003, RBS Group has been the title sponsor of the RBS 6 Nations Championship (RBS6N), the Northern Hemisphere’s premier annual international rugby competition.

Castrol has sponsored one of the world’s greatest and most intriguing football players, the Real Madrid and Portugal star Cristiano Ronaldo since 2009 and has a rich history of using the player in creative and cutting edge activations that reflect the high-performance values of its products. Castrol’s sponsorship of the player provided a fantastic asset to work with, and Ronaldo became the star of the campaign for Castrol's new engine oil. 

Genworth Financial won the Business to Community Award at the ESA Excellence Awards in January for its sponsorship of the Genworth Putts4Charity campaign.

Presented by The Marketing Arm Introduction AT&T is the official communications partner of the U.S. Olympic Committee, providing financial support, products and services to Team USA

Unibet Denmark sponsors FC Copenhagen and FC Midtjylland because they share our determination to be 'best in class'. These organisations reach out to engage their fans on a personal level just like Unibet strives towards engaging our players and customers.

Lloyds TSB became the first Tier One Partner of the London 2012 Olympic and Paralympic Games in February 2007 – a landmark moment for the Bank, and for LOCOG. The decision was based on the central belief that an alignment with the largest event the UK had ever held, would provide an extraordinary means of bringing to life the new brand promise of “For the Journey”, for customers and colleagues.

The purpose of the BP ambassador programme was to amplify the impact of BP’s investment in the Olympics and Paralympics in 2012. Across the breadth of BP’s strategy, it was felt that athletes could be used to enrich the programme of activities (e.g. imagery, content, appearances) and project those activities and BP’s key messages with greater reach and depth to BP’s target audiences.