Premier League

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In March 2020, Manchester City automotive partner Nissan promoted its LEAF electric vehicle via a social video series built around manager Pep Guardiola’s personal passion for the car.

Launched on 29 June to celebrate Liverpool's first Premier League title in 30 years, in Malaysia the club’s long-time beer sponsor Carlsberg marked the victory with a ‘Virtual Champions Keg’, redeemable via smartphone.

Running from March 2018 to May 2019, Drive for More leveraged Yokohama’s Chelsea shirt sponsorship to convert consumers at the point of sale.

March 2020 saw Standard Chartered celebrate a decade of Liverpool FC sponsorship with a blockbuster film called ‘A Liverpool Story’, which emphasised the values of determination and long-term commitment.

The stand-out activation in Malaysia Airlines' three-season partnership with Liverpool was a spring 2018 contest that incentivised fans to create and share their unique Liverpool cheers.

The Bitcoin logo (₿) will appear on the shirt sleeve of Premier League football club Watford for the rest of this season, as part of a promotional drive by the club’s main shirt sponsor, betting brand Spo…

Premier League clubs Liverpool and Chelsea have suspended all advertising with Russian-owned betting operator 1XBet – a week after Tottenham Hotspur terminated its sponsorship with the brand.

Premier League club Tottenham Hotspur has signed a partnership agreement with energy drink brand Monster Energy, SportBusiness Sponsorship can reveal

Beer brand Ganzberg has signed as the Official Beer Partner of Premier League club Arsenal in Cambodia

Features

In 2016-17, Delta leveraged its Chelsea partnership to refresh its in-flight safety video with an animated film featuring stars Willian, Gary Cahill and César Azpilicueta.

Bookmaker M88 activated its 2018-19 Bournemouth shirt sponsorship with initiatives spanning fan promotions, live events and a comic video series aimed at fans and customers in Asia.

Through late 2018 and early 2019, Manchester United’s global betting partner brought in several players to attempt two football skills world records.

Long-time club sponsor Carlsberg celebrated the May 2019 anniversary of Liverpool going ‘all-red’ with a limited edition red-label red barley beer.

A digital campaign run by Manchester City, sponsor SAP and the Cityzens Giving programme, the activation ran from February to July 2019 and highlighted the fans who helped their communities thrive.

In 2018-19, the Rwanda Development Board activated its deal with Arsenal via a suite of efforts aimed at making tourism a key contributor to the country’s economy.

Expedia-owned Hotels.com activated its rights at Spurs during the 2018-19 season with a programme that spanned digital signage, perimeter LEDs, big screens and interior television both at the club’s temporary Wembley home and then its new stadium.

Marriott signed as Manchester United’s first official hotel partner primarily to promote awareness of its new Marriott Bonvoy Rewards brand.

In November 2019, eToro leveraged its six Premier League club sponsorships to promote the ‘Fan Financial Statement’, a report that showed how fans were – and weren't – getting value-for-money from their spending on football.

In December 2019, battery manufacturer Duracell became the first brand to sign-up to one of Chelsea’s trial, short-term partnerships.

Norwich City’s partnership with Visit Tampa Bay seeks to strengthen the proposition of Tampa Bay as a destination for UK holidaymakers.

Dan Haddad, head of commercial strategy at Octagon UK, looks at the potential upside for Liverpool in switching kit supplier rights from New Balance to Nike.

Premier League champion Manchester City has aligned with the growing meat-free eating trend through its partnership with food and beverage specialists Nestlé Professional.

Global bank HSBC signed a five-year deal with Tottenham Hotspur that prioritises rights linked to the stadium-led regeneration of the local area.

US personal care brand Remington signed a multi-year global partnership with Manchester United after a two-year selection process.

Blackwell Global leveraged its assets as Everton’s first Official Brokerage Partner through a player-fronted campaign that engaged traders through a contest incentivized via club-linked prizes.

Cryptocurrency sportsbook Sportsbet.io activated its Watford sponsorship through a two-pronged (shirt and sleeve) campaign that set out to simultaneously build its brand and drive awareness of Bitcoin.

AIA leveraged its partnership with Tottenham Hotspur to create video content pushing its umbrella corporate commitment to helping people live ‘Healthier, Longer, Better Lives’ across Asia-Pacific.

Clarity, the business travel company that has taken on almost the entire staff of the defunct Thomas Cook Sport, is keen to restore the latter’s sponsorships with leading sports properties in the UK.