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In February and August 2019, the multi-channel, multi-phase activation sought to launch Coca-Cola’s re-entry to the UK football space.

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.

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

The English Football Association has agreed a three-year partnership with the international arm of Japanese children’s entertainment property the Pokémon Company.

Features

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.

In 2018, Vitality activated its T20 partnership with the England & Wales Cricket Board via a programme that ran throughout the summer.

Through the summer of 2019, Specsavers activated its England Test Match title sponsor rights via multiple strands including media engagement, VIP hospitality, on-site and at-stadium branding.

In 2019-20, SportBusiness Sponsorship estimates that brands are spending about €129.3m ($142.5m) across the Six Nations and its constituent national rugby unions, in 131 deals.

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

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.

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.

DHL activated its official logistics partnership with Leicester City via ‘Win Global Exposure’: a B2B campaign targeting small- and medium-sized enterprises.

Everton and game maker Rovio activated their sleeve sponsorship by turning three Everton players into limited-edition characters in its latest version of the Angry Birds franchise.

With sports statistics more readily available than ever, SAP’s ‘Who’s the Blue?’ campaign tested the knowledge of Manchester City fans through a global social media campaign.

1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global

Manchester United’s multi-year licensing and global partnership deal with Hawaiian sunglass brand Maui Jim reflects a new pricing and acquisition strategy for the club’s global partnerships. 

Several Premier League clubs have seen uplifts of 40 per cent or more in the value of their front-of-shirt rights going into the 2019-20 season, SportBusiness Sponsorship has learned.