Europe
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Shared Goals – adidas & Juventus
October/November 2019 saw adidas and Juventus launch the club’s fourth kit via a fashion-meets-football campaign in partnership with Palace Skateboard.
Data Snapshot: Tennis 2020
The sponsorships of the four tennis Grand Slams – plus the ATP and WTA Tours – had a combined contract value of approximately $367m in 2020.
2020-21 Home Kit Launch – Puma & AC Milan
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.
Read Now | Europe 2020 Activation Casebook
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.
Are You Ready for This? – Kappa & SSC Napoli
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.
Nilox e-mobility brand renews with Juventus for another year
Electric mobility brand Nilox has renewed its sponsorship with Italian Serie A club Juventus for the 2020-21 season
SportQuake creates esports agency to tap sponsorship growth
Football sponsorship agency SportQuake is launching a specialist esports sponsorship agency, Esportquake, to operate across the esports ecosystem
ASB Bank invites SME’s to ‘borrow’ New Zealand Rugby sponsorship
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 to promote Malta in new sponsorship deal
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…
Treningday – Trenitalia & Bologna FC 1909
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.
Blue Moon – Cisco & Man City
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.
Alien in the Dressing Room – Audi & FC Barcelona
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.
Higher Education Championships – Electric Ireland & the Gaelic Athletic Association
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.
Gjensidige Games – Gjensidige & 19 Norwegian sports organisations
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.
Duel/Fun Raised to N – Hyundai & Atlético Madrid
In April 2019, Hyundai’s launch campaign for its new N range leveraged its Atlético sponsorship to emphasise the vehicles’ sporty characteristics.
Akse Jacket Collaboration – Levi’s & Liverpool FC
To mark Liverpool’s 2019-20 Premier League title, partner Levi’s rolled out a clothing collaboration with street artist Akse.
Cricket Has No Boundaries – NatWest & the ECB
Over the English cricket summer of 2019, NatWest activated its principal partnership with the ECB by celebrating cricket’s diversity and inclusion.
Racing for the Future/Pioneers – ABB & Formula E
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 – Xylem & Man City
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 Bar Torino – Amstel & Valencia CF
Amstel celebrated Valencia’s 2019 centenary by recreating the bar where the club’s five founders started the team back in 1919.
#TheToughest (Backing Club & County) – AIB & the Gaelic Athletic Association
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.
El Otro Derbi/The Other Derby – Cruzcampo & Real Betis/Sevilla FC
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.
A Life of Zenit – Gazprom & Zenit Saint Petersburg/Uefa
Gazprom’s December 2019 mini-documentary leveraged its sponsorships with Zenit and Uefa to take football fans behind the scenes of the club.
Sal Al Patio Y Conquistalo – Nike & Sevilla FC Femenino
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.
Eine Lige Fur Sich/A League of Its Own – Hypovereinsbank/Allianz & Bayern Munich
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.
Pep Loves His LEAF – Nissan & Manchester City
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.
Augmented Realty Fireworks Kit Launch – Uhlsport & Fortuna Düsseldorf
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.
Team of Us: Everyone In – Vodafone & the IRFU
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.