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Burger King brought global fame to Stevenage FC in the 2019-20 season, incentivising Fifa 20 players to make the little-known English club into the ‘biggest team online’.

The spearhead strand of Mastercard’s 2019 Rugby World Cup activation programme saw the tournament’s official payments partner harness real-time technology to create unique Player of the Match trophies for each match.

Formula One, Formula E and MotoGP – motorsport’s biggest global series – hold central sponsorships worth $394m (€354m) in 2020, across 48 central deals.

In autumn 2019, Beko rolled out an online video series that continued its strategy of using the Barcelona sponsorship to promote healthy lifestyles.

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…

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

DHL, official logistics supplier to the 2019 Rugby World Cup, rolled out an epic campaign of activations through 2018 and 2019.

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

At the start of December 2019, Qatar Airlines leveraged its sponsorships with AS Roma, FC Bayern Munich and Fifa with an in-flight safety video based around a fictional pre-match team-talk.

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.

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.