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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.

Running from March 2018 to May 2019, Drive for More leveraged Yokohama’s Chelsea shirt sponsorship to convert consumers at the point of sale.

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

In February and August 2019, the multi-channel, multi-phase activation sought to launch Coca-Cola’s re-entry to the UK football space.

A tongue-in-cheek activation from FC Köln’s official insurance partner, the selfie scarf allowed fans to support the promotion-chasing team in person and online simultaneously.

The stand-out activation in Malaysia Airlines' three-season partnership with Liverpool was a spring 2018 contest that incentivised fans to create and share their unique Liverpool cheers.

Bookmaker M88 activated its 2018-19 Bournemouth shirt sponsorship with initiatives spanning fan promotions, live events and a comic video series aimed at fans and customers in Asia.

Through late 2018 and early 2019, Manchester United’s global betting partner brought in several players to attempt two football skills world records.

Long-time club sponsor Carlsberg celebrated the May 2019 anniversary of Liverpool going ‘all-red’ with a limited edition red-label red barley beer.

In 2016, Emirates leveraged its Hamburg shirt sponsorship with an on-pitch ‘safety demonstration’ that became a social media video phenomenon.

A digital campaign run by Manchester City, sponsor SAP and the Cityzens Giving programme, the activation ran from February to July 2019 and highlighted the fans who helped their communities thrive.

In 2018-19, the Rwanda Development Board activated its deal with Arsenal via a suite of efforts aimed at making tourism a key contributor to the country’s economy.

Fiorentina and Le Coq Sportif launched their 2017-18 kit via a digital-first campaign promoting the familiar purple home jersey alongside four away kits – each representing one of the city’s ancient neighbourhoods.

Expedia-owned Hotels.com activated its rights at Spurs during the 2018-19 season with a programme that spanned digital signage, perimeter LEDs, big screens and interior television both at the club’s temporary Wembley home and then its new stadium.

Marriott signed as Manchester United’s first official hotel partner primarily to promote awareness of its new Marriott Bonvoy Rewards brand.

Emirates unveiled its ‘Fly Better’ brand promise in October-November 2018, with a launch phase led by the airline’s sports sponsorship portfolio and culminating with AC Milan’s home game against Juventus.

In 2018-19, Marathonbet gave Lazio fans the chance to have their selfies become part of an image on the team’s shirt for the 29 October home match against Inter Milan.

As part of Bundesliga champions Bayern Munich’s 120th anniversary celebration in February 2020, the club invited fans to vote for the most emotional moment in its history through an initiative run in harness with new partner Google.

In November 2019, eToro leveraged its six Premier League club sponsorships to promote the ‘Fan Financial Statement’, a report that showed how fans were – and weren't – getting value-for-money from their spending on football.

In December 2019, battery manufacturer Duracell became the first brand to sign-up to one of Chelsea’s trial, short-term partnerships.

In 2018, Vitality activated its T20 partnership with the England & Wales Cricket Board via a programme that ran throughout the summer.

Through the summer of 2019, Specsavers activated its England Test Match title sponsor rights via multiple strands including media engagement, VIP hospitality, on-site and at-stadium branding.