Premier League

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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.

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 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.

Closer Than You Think, the activation of Man City partner Xylem, aimed to drive awareness of and uncover solutions to the planet’s water challenges.

The 2019 tie-up between newly promoted Norwich and carmarker Lotus was unveiled with ‘Driving Performance’, a campaign spearheaded by a car chase video starring Darren Huckerby and Delia Smith.

Southampton launched its 2019-20 kit with 'Saynts Festival: The Greatest Kit Launch That Never Happened', a parody of Netflix’s documentary about Fyre Festival, the infamously failed music festival.

Isobar and Aston Villa developed an immersive digital platform specifically to launch the club's 2018-19 kits.

Chelsea official automotive sponsor and sleeve sponsor Hyundai expanded its ‘supporters first’ #ForTheFans concept through the ‘Hyundai FC’ grassroots football programme.

Indian tyre-maker Apollo Tyres built a unified marketing campaign that aligned its sponsorship of Manchester United with its Indian properties.

Liverpool and shirt sponsor Standard Chartered teamed up on an initiative to help eliminate avoidable blindness, activated at Anfield through an audio ‘Kop Roar’ experience.

EA Sports’ sponsorship of the Premier League Primary Stars schools programme put the Fifa video game at the centre of the teaching resources provided by EA Sports and drove engagement with teachers and pupils alike.

Manchester City shirt and stadium sponsor Etihad worked with the club to create a global skills challenge – running from November 2018 and finishing in June 2019 – based around a seven-stop football freestyler tour of key airline destinations.