Launched in August 2019, AIG’s global activation programme for the first year of its sponsorship of the Women’s British Open focused on positioning AIG as an ally for female golfers and for women in general.
BNP Paribas highlighted its deep commitment to French tennis around the 2019 French Open by creating mementoes from the physical matter of Roland-Garros’ Number One Court as its was dismantled for redevelopment.
In summer 2019, online retailer Littlewoods Ireland activated its GAA rights with a three-phase social media activation built around celebrating individual styles with a collective love for hurling.
At Wimbledon 2019, a campaign to promote the electric Jaguar I-PACE was led by a smartphone app on which tennis fans could test their serve to win tickets, supported by multi-platform media.
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…
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
After 170 years of trading, high street chemist Boots’ first sport sponsorship backed women’s football via partnerships with all five football associations in the British Isles.
Continental activated its sponsorship of the 2019 Giro D’Italia with an initiative – spanning a new product, exhibition, online activity and at-race work – driving home its mission to improve road safety.
In 2019, the FAI and Aviva rejuvenated the ‘Aviva Soccer Sisters’ grassroots girls football programme and promoted it through a campaign that drove a 107% increase in participation.
Burger King brought global fame to Stevenage FC in the 2019-20 season, incentivising Fifa 20 players to make the little-known English club into the ‘biggest team online’.
In 2019, the Football Association’s official payments partner pushed its mission – to ‘facilitate people’s passions with quick and easy payments’ – by allowing grassroots teams to easily pay their fees via the FA Matchday App.
Electric Ireland’s ‘Game Changers’ women’s grassroots initiative with the Irish Football Association (IFA) in Northern Ireland was a three-year, always on, multi-channel programme with linked advertising campaig…
In the 2019-20 season, IBM’s ‘Raise Their Game’ partnership with semi-pro Leatherhead FC sought to demonstrate that its Watson AI technology could improve any team’s performance.
In the first two years of its Six Nations title sponsorship, 2019 and 2020, Guinness targeted both committed and casual fans with multi-faceted activation focused on the humanity and friendship of rugby.
Budweiser supported the England Lionesses’ bid to win the 2019 Women’s World Cup with a rallying-cry campaign inspired by Queen Elizabeth I’s speech prior to the defeat of the Spanish Armada.
Running September through November 2019, O2’s activation of its England Rugby partnership around the 2019 Rugby World Cup spanned television, OOH, social, in-store, in-stadium, event experiences and screenings.
Reale Seguros celebrated the 2018 renewal of its Real Sociedad partnership with a season-long hot dog giveaway featuring the world’s first club-branded ketchup.
Care for Every Position You Play – Dove Men+Care & England Rugby/Scottish Rugby/Welsh Rugby Union/Irish Rugby Union
Dove Men+Care used its rights in deals with the British and Irish rugby unions to create a combined campaign that ran from the 2019 Rugby World Cup to the 2020 Six Nations.
Confectionery brand Cadbury’s three-year Premier League partnership was underpinned by its Cadbury FC ambassador-focused programme which saw a stable of football legends add heft to a range of campaigns.
Hyundai leveraged its Atlético Madrid sponsorship and reinforced its support for women's football in November/December 2019 with an emotional multi-media campaign.
Leveraging its 2019 Six Nations title rights, Guinness launched a responsible drinking campaign that encouraged drinking more water through the launch of a new product, ‘Guinness Clear’.
The Coca-Cola Premier League Trophy Tour of UK & Ireland, which ran through March and April 2019, visited major football centres to give fans unique, shareable experiences.
Through the 2018-19 season, Dutch optician Hans Anders played on the Eredivisie’s introduction of VAR with a pitchside billboard activation at PSV Eindhoven.
PSG teamed up with its sponsors and suppliers to raise funds for Parisian medical workers during the height of the Covid-19 pandemic.
Commerzbank activated its German women’s national team rights with deliberately provocative creative around the women’s world cup from May to July 2019.