England
Features
Win Global Exposure – DHL & Leicester City
DHL activated its official logistics partnership with Leicester City via ‘Win Global Exposure’: a B2B campaign targeting small- and medium-sized enterprises.
Angry Birds Evolution – Rovio & Everton
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.
Who’s the Blue? – SAP & Manchester City
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 ousts BetVictor at Liverpool, MG Motor upgrades to global
1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global
Maui Jim, Yabo Sports reflect poles in United’s global partner strategy
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.
Watford, West Ham, Burnley, Bournemouth see strong uptick in shirt inventory
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.
Wolves brings in ManBetX to increase fee, Villa scores with W88
Wolverhampton Wanderers has secured a significant increase in the value of its front-of-shirt rights, after striking a new deal with Asian-facing gambling platform ManBetX.
Umbro retains key partnerships with Everton, West Ham
British sportswear brand Umbro has renewed its kit-supply agreements with Premier League clubs Everton and West Ham.
AXA upgrades to Liverpool training kit partner
The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.
Barclays pays up to seize Women’s Super League opportunity
The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.
Wimbledon secures major five-year investment from Chinese smartphone brand Oppo
Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.
tappit’s cashless payments tech connects with Man City, Australian Grand Prix
UK cashless payments brand tappit is paying between £1m (€1.1m/$1.3m) and £1.5m per season to partner with Premier League club Manchester City, according to industry sources.
1XBet pays top price for extra LED advertising at Spurs
Russian betting brand 1XBet is paying roughly the same for African betting partner rights at Tottenham Hotspur as the club’s two other Regional Betting Partners combined.
European Football Sponsorship Report 2018-19: Overview
SportBusiness Sponsorship has conducted extensive research into partnerships across the top five leagues in European football, covering over two thousand deals
European Football Sponsorship Report 2018-19: Premier League
The Premier League’s biggest central deal is with EA Sports, worth about £30m per season. T
Liverpool turns success on pitch into sponsorship sales growth
Premier League club Liverpool is turning success on the pitch into steady sponsorship sales growth, as new partners continue to invest in the club’s second-tier assets.
Nike partners Premier League for next cycle – EA Sports, Barclays, Budweiser to follow
Sporting goods brand Nike, video game maker EA Sports and global bank Barclays have renewed their respective Premier League partnerships beyond the 2016-17 to 2018-19 cycle, while incumbent beer brand…
Lavazza makes Premier League debut, signs with Arsenal, Liverpool
Italian coffee brand Lavazza has made its first entry into Premier League sponsorship, after striking new deals with two of the league’s biggest clubs.
Low Nike payments explain Puma’s City takeover
Puma’s deal to become Manchester City’s main kit supplier – taking over from Nike – at the start of next season is worth roughly five times the current deal, SportBusiness Sponsorship understands.
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Falken ups investment in club partnerships and media buys
Japanese tyre brand Falken Tire has tripled its investment in European football clubs since the 2015-16 season in an ongoing brand awareness campaign that now comprises between 20 and 30 per cent of its…
Coca-Cola deal completes Premier League portfolio
The English Premier League has completed its central portfolio of seven Official Partners with the signature of Coca-Cola as the Official Soft Drink Partner in a three-and-a-half-year partnership, starting…
Budweiser blows rivals ‘out of the water’ at FA, Mars downsizes
Premium beer brand Budweiser has overcome fierce competition in the Football Association’s beer category to become the sole beer partner, taking all three key assets in the portfolio.
Premier League shirt sleeve deals move on from media buys
Major differences in the value of shirt sleeve rights among the English Premier League’s top six clubs have been driven, in part, by variations in the status accorded to Shirt Sleeve Partners in the s…
Wimbledon provides launch platform for Jaguar cars
PROJECT DETAILS
Sponsorship title: Jaguar XF Sportbrake Reveal: Official Car Partner of AELTC, The Championships, Wimbledon
Duration of sponsorship: July 2015 – July 2017
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