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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.

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.

Wanda activated its rights around the 2018 Russia World Cup through a multi-strand activation spanning a flag-bearer experience, hospitality programme, fan ticketing and a digital 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

For the 2018 Formula One season, Heineken activated its rights through a four-city media/influencer PR programme linking host city underground culture to F1 lifestyles.

Interregional Sports Group, the global data and betting rights partner of the FIA Formula One World Championship, got its global sales process off to a strong start with a deal in Asia with online betting…

Sponsorship will represent a far greater proportion of the International Olympic Committee’s income in the four-year cycle from 2017 to 2020 because of “significant increases” at TOP partner level, Chris…

Heineken’s 2017-18 Champions League activation used immersive and experiential content to inspire influencers, fans and media to engage with the drama of the competition.

Sony boosted the profile of its Xperia smartphones via its 2017-18 Uefa Champions League sponsorship that featured a Gogglebox-style activation called #ChampionsSofa.

FOOTBALL – Remington reaches out to Asia with multi-year United deal MULTI-SPORT – 'Team China' brand sets high partnership price, targets $400m in quadrennial revenue FOO

Around Peru’s World Cup 2018 away play-off match against New Zealand, national-team sponsor Cristal ‘hacked’ the opposition team’s shirt so the stadium in Wellington appeared full of away support.

The 2018 ‘Goals Beyond the Game’ campaign showcased Rakuten and Barcelona’s shared support for the United Nation’s Social Development Goals.

Formula One deals make up nine of the top ten deals by value per season across Formula One, Formula E and MotoGP

Blackwell Global leveraged its assets as Everton’s first Official Brokerage Partner through a player-fronted campaign that engaged traders through a contest incentivized via club-linked prizes.

Unilever’s male grooming brand Axe is spearheading the multinational’s interest in esports following its multi-year, global deal with League of Legends Esports events.

The top central and team title deals across Formula One, Formula E and MotoGP.

FOOTBALL – Heineken shows Uefa commitment with club and national team double FOOTBALL – PSG extends stylish image with Replay deal FOO

Airbnb made cash and value-in-kind commitments in its recently signed global partnership with the International Olympic Committee.

Carlos Cantó, chief executive of boutique consultancy SPSG Consulting, has warned that clubs risk losing out on sponsorship revenue because their players have become competitors in content generation.

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.