Premier League
Akse Jacket Collaboration – Levi’s & Liverpool FC
To mark Liverpool’s 2019-20 Premier League title, partner Levi’s rolled out a clothing collaboration with street artist Akse.
The End of Football – Xylem & Man City
The End of Football was a short disaster movie by which Xylem leveraged its Manchester City partnership to educate football fans about the water challenges facing our planet.
Pep Loves His LEAF – Nissan & Manchester City
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.
City strikes regional sponsorship deal with payment brand Laybuy
Premier League football club Manchester City has signed up New Zealand-based payment platform Laybuy as its ‘Official Buy Now, Pay Later Partner’ in three markets.
Cadbury adds Arsenal to strong hand of Premier League club rights
Premier League club Arsenal has become the latest of the so-called ‘top six’ English clubs to make Cadbury, the Mondelēz International-owned chocolate brand, its official snacking partner.
Mondelēz signs Manchester City deal as part of multi-club strategy
Mondelēz International, owner of the Cadbury chocolate brand, has signed a regional deal with Premier League outfit Manchester City as the club’s ‘Official Snacking Partner’.
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Leeds United nets record SBOTOP shirt deal, adds training partner Clipper Logistics
Newly-promoted Premier League club Leeds United has entered into a principal sponsor agreement with the SBOTOP brand in the largest commercial deal in the club’s history.
Mondelēz adds Chelsea to club roster as Cadbury exits Premier League sponsorship
Food group Mondelēz International has signed a global sponsorship deal with Premier League club Chelsea in support of the Cadbury chocolate brand.
Newcastle United extends shirt deal with Fun88
Premier League club Newcastle United has extended its main shirt sponsorship with Asian-facing betting operator Fun88.
The new deal is described by the club as a “long-term commercial agreement”.
Virtual Champions Red Keg – Carlsberg & Liverpool FC
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.
Capstone Games joins Manchester City as regional sponsor
Chinese mobile game developer Capstone Games has become a regional sponsor of Premier League club Manchester City in a multi-year deal
Premier League wraps delivered in double-quick time for restart
The lower-tier stadium wraps that have featured in every Premier League match since the restart were conceived and delivered in weeks, SportBusiness can reveal
ESA survey signals ‘cautious optimism’ in sponsorship sector as sport returns
A survey by the European Sponsorship Association (ESA) has revealed a mood of ‘cautious optimism’ among stakeholders in sponsorship as sport and entertainment returns from the hiatus forced by the Cov…
Cadbury joins Tottenham Hotspur as official snack in multi-strand sponsorship
Premier League club Tottenham Hotspur has signed a new sponsorship deal with food group Mondelēz – making chocolate brand Cadbury the club’s official snack partner.
Turnstile builds on valuation business with PTI Smarter Venues
Sports sponsorship valuation agency Turnstile has partnered with PTI Smarter Venues to build up its data-led model for pricing sponsorship and media assets
Drive for More – Yokohama & Chelsea FC
Running from March 2018 to May 2019, Drive for More leveraged Yokohama’s Chelsea shirt sponsorship to convert consumers at the point of sale.
A Liverpool Story – Standard Chartered & Liverpool FC
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.
Unity in Passion/#WalkOnAnfieldMH – Malaysia Airlines & Liverpool FC
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.