English Premier League (EPL)
Latty: Liverpool to develop retail operation alongside new sponsor UPS
Liverpool FC commercial director Ben Latty describes how the club will work with new sponsor, global shipping and logistics specialist UPS, to enhance its retail and e-commerce operations.
Arsenal CCO Slot puts data and brand at heart of sponsorship strategy
Arsenal’s chief commercial officer Juliet Slot says she is putting brand development and the acquisition of first-party fan data at the heart of efforts to double the club’s secondary sponsor income in the next three years.
‘Our goal is to work with every Premier League team’ | Charlie Ebersol, Infinite Athlete
Infinite Athlete chief executive Charlie Ebersol says the technology brand has seen an immediate benefit from its front-of-shirt sponsorship deal with Chelsea FC.
Lower-tier clubs expect increased sleeve revenue to partially offset Premier League betting ban
Mid-to-lower tier Premier League clubs expect the value of their main shirt partnerships to drop by between 33 and 50 per cent after the ban on front-of-shirt betting deals comes into play, but believe much of the lost revenue will be recouped by a more than doubling of shirt sleeve sponsorship revenue.
Luton Town gambling sponsorship ban an ‘investment in culture,’ says CEO Sweet
Luton Town CEO Gary Sweet believes the club's decision to forgo sponsors from the gambling industry is costing it between £2m and £3m this season in lost income, but he says it has no intention to reverse the stance.
Everton completes Kick/Stake combo to double sleeve income
Everton secured the most lucrative sleeve sponsorship agreement in its history when it sealed a deal with controversial streaming platform Kick in early August.
BK8 asks Aston Villa fans for patience on new front-of-shirt deal
Gambling platform BK8 fulfilled its long-term aim of becoming a front-of-shirt sponsor of a Premier League club when an agreement with Aston Villa was announced in June. Matthew Williams examines the deal in greater detail and speaks to the brand's European managing director, Michael Gatt about the reaction from fans.
‘We were really struggling to connect with male audiences’ | Emily White-Heath, Sure
Unilever-owned deodorant brand Rexona uses its sponsorship deals with Premier League sides Manchester City and Chelsea FC to connect with male audiences and to amplify its grassroots sports initiatives. Ben Cronin speaks to global senior brand development manager Emily White-Heath.
Liverpool’s Expedia sleeve renewal delivers large uplift but still falls short of club asking price
Liverpool Football Club’s sleeve sponsorship renewal with Expedia is worth significantly more than the travel provider’s previous agreement but still fell short of the club’s expectations. Matthew Williams reports.
Competitors clash as virtual advertising looks set for leap from experiment to ubiquity
Aim Sport and Supponor in bitter legal dispute with millions at stake
Switch to software-based service should remove gremlins plaguing digital replacement technology
No More Red – Adidas & Arsenal FC
Launched in January through a three-month, multi-channel campaign spanning bespoke a white kit, a video series, social content, celebrity champions, charity support and on-ground projects, Arsenal and Adidas’ ‘No More Red’ is a multi-year integrated initiative aimed at tackling knife crime in London.
Blue Always Delivers – Zapp & Chelsea FC
In the last week of November 2021, rapid grocery delivery firm Zapp leveraged its Chelsea partnership to support its first UK television commercial – a player skills challenge called ‘Blue Always Delivers’.
Frontline Heroes – TeamViewer & Manchester United
United shirt sponsor TeamViewer recognised some of the pandemic ‘Frontline Heroes’ through a digital-first contest delivering VIP days out at the December 2021 match v Arsenal.
Grocery Chants – Getir & Tottenham Hotspur
A team of Spurs ambassadors fronted Getir’s January 2022 campaign, which used social spots to encourage fans watching live matches to order from the rapid grocery delivery app.
City Slickers or City Kickers – Axi & Manchester City
Through October and November 2021, Australian forex broker Axi used is Manchester City rights to fuel quiz content aimed at bringing fans into its sales funnel.
Challenging Stereotypes – War Paint for Men & Norwich City FC
Activating its Norwich City partnership in 2020-21, men’s makeup brand War Paint for Men worked with current and former Norwich players on a long-form video series that aimed to support positive conversations around men’s mental health on and off the pitch.
Player of the Month 2020-21 – AIA & Tottenham Hotspur
Through the 2020-21 Premier League season, Tottenham main partner AIA ran a ‘Player Of The Month’ campaign based around a bespoke website and voting mechanic with the aim of driving awareness, collecting data and driving sales.
Yokohama Commercial Prank – Yokohama & Chelsea FC
In October 2021, Chelsea official tyre partner Yokohama teamed up with 90min to showcase the brand’s fun side with a prank-style viral featuring Timo Werner, Mason Mount and Jorginho.