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Features

Cryptocurrency sportsbook Sportsbet.io activated its Watford sponsorship through a two-pronged (shirt and sleeve) campaign that set out to simultaneously build its brand and drive awareness of Bitcoin.

Siemens showcased its data and analytics expertise by recording and visualising the fan energy and emotion of matches at Bayern’s Allianz Arena.

‘The Great Feyenoord DNA Study’ of 2018 saw sponsor Opel build data on the the club’s supporters by giving them a chance to understand their devotion to the team by literally studying their DNA.

Dutch beer company Heineken has acquired the rights to Uefa’s three club competitions in the next cycle and global rights to next summer’s Euro 2020.

In October, Fashion Box, the parent company of Replay, agreed to a four-year deal with Paris Saint-Germain for rights to become the club’s first ‘Official Denim Partner’. The deal is worth between €1.1m ($1.

Club and sponsor worked with agency Publicis Italia to turn a Serie A match against Lazio into a live auction raising funds for a set of fan causes.

Atléti and its official dental services provider promoted their partnership in 2017-18 with ‘Clench Your Teeth’.

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.

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.