With sports statistics more readily available than ever, SAP’s ‘Who’s the Blue?’ campaign tested the knowledge of Manchester City fans through a global social media campaign.
Audi leveraged its Tottenham Hotspur partnership through a 2018-19 season social video series aimed at bringing to life the car company and club’s shared ‘dare to be different’ philosophy.
Turkish betting company Nesinse.com built a special hospitality area to entertain female Beşiktaş fans and raise brand awareness among women supporters.
As part of its wider partnership with AS Roma, Hyundai co-created a video to counter scepticism of women’s football, featuring three male AS Roma fans and three players from the club’s women’s team.
England’s Football Association has rolled the assets from three separate deals into its new deal with UK telco BT, which was agreed in June.
Online gambling company Interwetten has added German club VfL Wolfsburg and Spanish club Sporting Gijón to its limited football club sponsorship roster, having all but given up on football sponsorship …
Brighton and Hove Albion’s main shirt and stadium naming rights deal with payment services brand American Express is a club record.
1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global
Manchester United’s multi-year licensing and global partnership deal with Hawaiian sunglass brand Maui Jim reflects a new pricing and acquisition strategy for the club’s global partnerships.
Several Premier League clubs have seen uplifts of 40 per cent or more in the value of their front-of-shirt rights going into the 2019-20 season, SportBusiness Sponsorship has learned.
Tyre company Continental opted to upgrade to a premium stage finish sponsorship package at this year’s Tour de France
AB InBev beer brand Budweiser has signed new major partnerships with Spain’s LaLiga and the English Premier League
Wolverhampton Wanderers has secured a significant increase in the value of its front-of-shirt rights, after striking a new deal with Asian-facing gambling platform ManBetX.
SportBusiness Sponsorship presents extensive research into partnerships at the four tennis Grand Slams – Wimbledon, Roland-Garros, the US Open and the Australian Open.
European golf is embracing the mobile phone as a “critical” fan engagement and context-based marketing tool, according to Michael Cole, chief technology officer of the European Tour & Ryder Cup Europe.
Alibaba chief executive Jack Ma and Uefa president Aleksander Čeferin were the main movers behind the eight-year deal between Uefa and electronic payments brand Alipay, SportBusiness Sponsorship has learned.
US logistics brand FedEx signed a four-year multi-tournament sponsorship deal with European football’s governing body Uefa to enhance its visibility in European markets.
Italy’s top-tier clubs are set to lose millions of euros per season in sponsorship revenues from next season due to the government ban on betting advertising, which comes into force next month.
The French Tennis Federation (FFT) has struck two deals for the Roland-Garros grand slam tournament.