Premier League
It’s a Chelsea Thing – Nike & Chelsea FC
Creatively inspired by London’s 1960s Op-Art movement, Chelsea’s 2021-22 season shirt launch campaign was fronted by young players from across the club’s teams and amplified by kit partner Nike and shirt sponsor Three.
Donate Your Words – Cadbury & Manchester United
To kick-off its new Manchester United partnership in February 2020, Mondelēz International brand Cadbury launched a second wave of its ongoing ‘Donate Your Words’ campaign.
More Than Eleven – Hummel & Everton FC
In July and August 2020, Everton and technical partner hummel rolled out ‘More Then Eleven’: a multiple kit launch campaign focused on equality, inclusivity and the strong bond between the club and its global fanbase.
Virtual Mascot Programme – Kumho Tyre & Tottenham Hotspur
With mascots excluded from stadia after the Premier League's restart in June 2020, Spurs mascot sponsor Kumho Tire pivoted to develop a virtual junior mascots program.
Champions Beer – Carlsberg & Liverpool FC
To celebrate Liverpool winning the Premier League in 2019-20, beer partner Carlsberg launched a limited-edition commemorative ‘Champions Beer’ promoted through global and local campaigns in more than 30 markets.
A World United – DHL & Manchester United
Running from September 2020 to April 2021, ‘A World United’ was a fan engagement and data capture activation based around a virtual stadium and a monthly prize draw for participating supporters and employees.
Midea Home Challenge – Midea & Manchester City FC
With fans stuck at home during Covid-19 lockdowns of 2020, Midea ran a three-month social media engagement campaign that saw Man City players and legends encourage fans to take part in a series of at-home skills challenges.
Virtual Kit Launch – Three & Chelsea FC
In July 2020, as the pandemic curtailed live events, new Chelsea shirt sponsor Three worked with the club and its kit supplier Nike on an augmented reality kit launch campaign.
Thailand Smiles with You – King Power & Leicester FC
After Covid-19 brought global travel to a standstill in 2020, Thai travel retailer King Power showed its support for Thai tourism by leveraging its Leicester City jersey sponsorship.
Two Things at Once – eToro & six Premier League clubs
In 2020-21, eToro leveraged its multiple European club soccer sponsorships to build brand awareness and promote its CopyTrader function.
Man City-Midea deal to include NYCFC, Zurich added to regional portfolio
Consumer home appliances brand Midea has expanded its global sponsorship of Premier League club Manchester City to include Major League Soccer club New York City FC and the Manchester City women’s team.
Manchester City adds Unilumin to roster of global partners
Premier League club Manchester City has signed Chinese LED display company Unilumin Sports as a global partner
Right Formula wins strategic marketing pitch for Manchester City sponsor Tecno
Sports agency Right Formula has won a competitive pitch to partner mobile handset and technology leader Tecno in its strategic marketing activities
Answer Time – StormGain & Newcastle United
Crypto trading platform StormGain leveraged its Newcastle United sleeve sponsorship in spring/summer 2020 with a video Q&A series featuring the Premier League club’s biggest stars.
Ready for Leeds – adidas & Leeds United FC
Taking over as kit supplier in 2020-21, adidas brought Leeds United into its pandemic-influenced, global ‘Ready for Sport’ brand platform when unveiling the new kit in mid-August 2020.
Denver arena naming rights, LA Rams and Arsenal included in KSE’s Ball Corporation deal
Aluminium can maker Ball Corporation has signed as a sponsor of major Kroenke Sports & Entertainment (KSE)-owned sports teams and properties in the UK and the US
Blue Moon – Cisco & Man City
Launched to leverage the restart of the Uefa Champions League in 2020, Manchester City official technology partner Cisco rolled out a campaign promoting its Webex video conferencing brand.
Cadbury adds Leeds to Premier League ‘top six’ deals
Newly-promoted Premier League club Leeds United has signed up chocolate brand Cadbury as the club’s Official Snacking Partner.