Global

Latest Features

Closer Than You Think, the activation of Man City partner Xylem, aimed to drive awareness of and uncover solutions to the planet’s water challenges.

SAILING/ MOTORSPORT – Hugo Boss recommits to sailing flagship, splits sponsorship budget FOOTBALL – Ambitious Sevilla invests in infrastructure, targets accelerated commercial growth FOO

Recent deals at Juventus and Bologna show how Italian clubs are looking to DRT to retain betting partnerships even now they are banned domestically.

Fashion brand Hugo Boss is committing significant levels of investment to its four sports sponsorship strands in football, motorsports, sailing and golf.

Liverpool and shirt sponsor Standard Chartered teamed up on an initiative to help eliminate avoidable blindness, activated at Anfield through an audio ‘Kop Roar’ experience.

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…

UK-based Formula One team Williams posted a loss in the first six months of 2019 – with a fall in sponsorship earnings contributing to the negative interim results.

The Overwatch League has announced a multi-year partnership with Kellogg's, which will focus on co-marketing initiatives with the Michigan-based food manufacturing company's Cheez-It and Pringles products

Swiss watchmaker TAG Heuer has consolidated its position in electric motorsports as the title sponsor of the new Porsche Formula E team

Features

With the ‘Be a Shot Maker’ campaign, smart phone brand Oppo leveraged its ICC partnership to boost exposure in its South Asian strongholds and new UK target market.

Visa leveraged its sponsorship platform at the Women’s World Cup 2019 to support women’s football on the global stage and to tell a broader story that aligned with an audience beyond sport.

Adidas activated its Real Madrid sponsorship by supporting the first ‘influencers’ charity football match in Spain – at the Santiago Bernabéu – and raising money for the Real Madrid Foundation.

The Infiniti Engineering Academy – Infiniti’s global search for bright engineering talent – was created with the Renault F1 team to connect the Infiniti brand with its customers and a global Formula 1 fan audience.

Unilever’s wide-ranging sponsorship of the Williams Racing Formula One Team addressed business needs across the Rexona brand, customer development and the Unilever supply chain.

Budweiser’s activation of the 2018 Fifa World Cup spanned four weeks of the tournament and captured attention from every major global market – making Budweiser the most talked about brand during the event.

Tata Communications’ #MotoGPConnect campaign raised awareness of the company’s broadcast solutions to potential new customers in international sport and positioned Tata as an innovator in the media and entertainment space.   

KFC responded to its ageing customer base and a well-publicised supply problem incident by setting up its own Call of Duty tournament, open to millions of everyday gamers.

#EatLikeAPro was a global, social media-led campaign from FC Barcelona sleeve sponsor Beko (working with Unicef) which aimed to raise awareness of the problems of childhood obesity, raise funds, and offer club- and brand-led solutions to alleviate the problem.

Manchester City shirt and stadium sponsor Etihad worked with the club to create a global skills challenge – running from November 2018 and finishing in June 2019 – based around a seven-stop football freestyler tour of key airline destinations.

#DHLUnitedDelivered was a global campaign designed to highlight the official logistics partner’s core business proposition by delivering a ‘Man Utd experience’ to fans of the club worldwide.

Standard Chartered used the ‘Stand Red’ campaign to reinforce its partnership with Liverpool during the club’s Champions League-winning season.

The launch campaign for adidas’ 2019-20 Arsenal home kit focused on connecting the club’s global fan base to its North London home through themes of community, customs, language and inclusivity.

When season six of the Formula E Championship gets under way in Saudi Arabia on November 22, there will be a brief overlap with the 2019 Formula One Championship, which ends in Dubai on December 1

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.

The joint Olympic sponsorship deal struck by the Coca-Cola Company and Chinese dairy company Mengniu is the largest sponsorship deal in history.

Inside this issue: FOOTBALL – Brazilian club football sponsorship in freefall after Caixa exit FOOTBALL – Ma’s influence key to Alipay’s Uefa national team strategy FOOTBAL

US tech giants GoDaddy and Uber have made significant investments in the Official Partner tier for the ICC Cricket World Cup.