Europe

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Clarity, the business travel company that has taken on almost the entire staff of the defunct Thomas Cook Sport, is keen to restore the latter’s sponsorships with leading sports properties in the UK.

In 2018-19, BNP Paribas Fortis’ season-long ‘Purple Cam’ stadium selfie initiative gave every RSC Anderlecht fan an exclusive photo-led experience within the team’s Constant Vanden Stock Stadium.

Energiedirect.nl created an energy product specifically for fans of PSV Eindhoven to try and drive sales and reduce churn in the region.

The 2019 tie-up between newly promoted Norwich and carmarker Lotus was unveiled with ‘Driving Performance’, a campaign spearheaded by a car chase video starring Darren Huckerby and Delia Smith.

‘Terrains’, which debuted in June 2019, was a video-led TV and social campaign from Jeep, activating its Juventus sponsorship with the message that excellence must be achieved through hard work on the toughest territory.

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…

Food delivery company Deliveroo has entered into a partnership with French Ligue 1 football club Paris Saint-Germain

La Liga’s Real Sociedad will open its newly renovated, 40,000-capacity stadium – under the new Reale Arena moniker – on Saturday, while the club is close to striking a new shirt sponsorship deal. T

Mainz 05 has extended partnerships with financial services firm Sparkasse Mainz and textile management company Mewa, while fellow German Bundesliga football club FC Augsburg has renewed agreements with…

Features

Borussia Dortmund was the first German club to pen an official partnership with the ByteDance-owned platform and launched it with a video-led challenge to boost user engagement and attract a new, younger generation of fans.

The ‘Where Winners Feel at Home’ activation was built around the creation of a fully functioning hotel room – with pitch view – in Bayern’s Allianz Arena.

Paddy Power leveraged its 2019-20 Huddersfield Town FC shirt sponsorship through a hoax kit launch campaign called “Unsponsor #SaveOurShirts”.

Finnish state-owned energy company Fortum’s sponsorship of the DreamHack Masters Stockholm 2018 introduced the brand to a new audience of 18-to-35-year-olds in Sweden and the Nordics.

Southampton launched its 2019-20 kit with 'Saynts Festival: The Greatest Kit Launch That Never Happened', a parody of Netflix’s documentary about Fyre Festival, the infamously failed music festival.

Spanish sports car brand Cupra signed as the Official Automotive and Mobility Partner of LaLiga club FC Barcelona in a five-year deal.

Spanish LaLiga club Sevilla FC has embarked on a modernisation process, including a major refurbishment of both its stadium and training ground, as it looks to accelerate growth in commercial revenue.

Isobar and Aston Villa developed an immersive digital platform specifically to launch the club's 2018-19 kits.

Chelsea official automotive sponsor and sleeve sponsor Hyundai expanded its ‘supporters first’ #ForTheFans concept through the ‘Hyundai FC’ grassroots football programme.

Liverpool and shirt sponsor Standard Chartered teamed up on an initiative to help eliminate avoidable blindness, activated at Anfield through an audio ‘Kop Roar’ experience.

'Fair Play’ was a 2019 campaign from Birra Peroni, the official beer of city rivals UC Sampdoria and Genoa CFC, which incentivised rival fans to hug one another by offering free beer for those participating.

Jobsite Indeed activated its Eintracht Frankfurt shirt sponsorship through multiple initiatives including ‘Job of the Match’, which introduced supporters to behind-the-scenes jobs within the club.

To redress the gender imbalance in cycling, in 2018, Škoda UK decided to use its voice within the sport to start a long overdue conversation about the gender gap in professional cycling.

EA Sports’ sponsorship of the Premier League Primary Stars schools programme put the Fifa video game at the centre of the teaching resources provided by EA Sports and drove engagement with teachers and pupils alike.

PwC’s sponsorship of the All-Star Awards placed the brand at front of mind for its target audiences by engaging with them through their passion for Gaelic Games.

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.

The launch campaign for adidas’ 2019-20 Arsenal home kit focused on connecting the club’s global fan base to its North London home through themes of community, customs, language and inclusivity.

AS Roma used new 2019 summer signing social spots to highlight search for missing children.