England

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.

As Covid-19 struck the UK, West Ham and its Official Destination Partner created a branded virtual activation that brought contest winners and club legends together to watch home Premier League matches.

A year like no other saw the 2020 Six Nations paused in March and not resumed until the start of the 2020-21 season in October

Through the 2018-19 and 2019-20 seasons, Deliveroo teamed up with Leeds United to increase the volume of restaurant partnerships within the greater Leeds area and drive mass market awareness amongst English football fans.

In 2020-21, eToro leveraged its multiple European club soccer sponsorships to build brand awareness and promote its CopyTrader function.

In 2020-21 – a season likely to play out largely behind closed doors – Europe’s top four football leagues held sponsorship agreements of about €315m ($383m) in contract value.

Europe’s most powerful football associations – of England, France, Germany, Italy and Spain – hold sponsorship portfolios worth about €392.6m ($472.6m) in the 2020-21 season. Of

BT abruptly pivoted its activations to digital after the pandemic struck just a month after it launched a new, five-year ‘4-3-3’ Home Nations soccer sponsorship strategy in February 2020.

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.

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.

Technology partner IBM helped the AELTC deliver a digital experience to help Wimbledon fans bereft at the Covid-enforced cancellation of the 2020 tournament.

The sponsorships of the four tennis Grand Slams – plus the ATP and WTA Tours – had a combined contract value of approximately $367m in 2020.

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.

To mark Liverpool’s 2019-20 Premier League title, partner Levi’s rolled out a clothing collaboration with street artist Akse.

Over the English cricket summer of 2019, NatWest activated its principal partnership with the ECB by celebrating cricket’s diversity and inclusion.