Europe

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October/November 2019 saw adidas and Juventus launch the club’s fourth kit via a fashion-meets-football campaign in partnership with Palace Skateboard.

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

With Covid-19 still raging in July 2020, Puma & AC Milan used an Instagram-led campaign – celebrating Milan’s contemporary design culture and architecture – to launch the 2020-21 home kit.

Europe 2020 Activation Casebook – Read Now The Europe Activation Casebook is a round up of the best and most innovative sponsorship activation campaigns from Europe in the past 12 months.

Napoli and Kappa promoted the club’s 2019-20 home jersey through a campaign creatively themed around the kit’s pixelated design that spanned street graffiti, PR, a launch event, live in-store signings and social media content.

Electric mobility brand Nilox has renewed its sponsorship with Italian Serie A club Juventus for the 2020-21 season

Football sponsorship agency SportQuake is launching a specialist esports sponsorship agency, Esportquake, to operate across the esports ecosystem

New Zealand-based ASB Bank has elected to donate rights attached to its New Zealand Rugby sponsorship to help 100 small-to-medium-sized businesses

Manchester United has signed a three-year sponsorship deal with the Government of Malta and the Malta Tourism Authority that will promote the island nation to the English Premier League club’s global f…

Features

In late June 2020, Bologna sponsor Trenitalia marked the end of Italy’s strict coronavirus lockdown with a campaign linking the restart of its ‘Frecciarossa’ high speed train services and the restart of Serie A.

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.

Jumping off the idea that the Barca team is out of this world, Audi leveraged its sponsorship to launch its new Audi e-tron in April 2019 via an alien-themed campaign spanning TV, print and social media.

Electric Ireland’s 2019 activation of its GAA Higher Education Championships sponsorship was a digital first campaign led by a series of match live streams.

Norwegian insurance giant Gjensidige Forsikring linked up with 19 national sports organisations to drive recruitment and participation via a 2018 employee engagement initiative called the Gjensidige Games.

In April 2019, Hyundai’s launch campaign for its new N range leveraged its Atlético sponsorship to emphasise the vehicles’ sporty characteristics.

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.

Through the 2019 season, AAB activated its rights as the title partner of the Formula E racing series through a short-form content series based on solving contemporary urban challenges.

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.

Amstel celebrated Valencia’s 2019 centenary by recreating the bar where the club’s five founders started the team back in 1919.

AIB’s digitally led campaign leveraged its 2018-19 partnership with the GAA across owned channels and media partner platforms to engage new customers, grow brand affinity and build its digital services credentials.

Cruzcampo – beer partner of both Sevillian teams, Real Betis and Sevilla FC – marked the April 2019 derby with an equivalent match between bartender fans of each club.

Gazprom’s December 2019 mini-documentary leveraged its sponsorships with Zenit and Uefa to take football fans behind the scenes of the club.

In September 2019, Nike created a campaign to drive jersey sales for the first shirt designed specifically for the women’s team by empowering Seville’s female footballers.

An online and in-store led joint campaign from Hypovereinsbank (HVB) and Allianz leveraged their FC Bayern Munich sponsorships to promote their combined insurance/pensions partnership.

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.

Fortuna Düsseldorf and kit supplier Uhlsport launched the team’s 2018-19 season away journey with an augmented reality mobile experience set during the city’s annual fireworks display.

Launched ahead of Ireland’s 2019 Guinness Six Nations defence and running through to the autumn Rugby World Cup in Japan, the multi-phase ‘Everyone In’ campaign was the latest iteration of Vodafone’s Ireland’s long running ‘Team of Us’ Irish rugby activation.