Global

In March 2020, Manchester City automotive partner Nissan promoted its LEAF electric vehicle via a social video series built around manager Pep Guardiola’s personal passion for the car.

Sony Playstation tied the Champions League to football gaming via a campaign that culminated with ‘The PlayStation FC Final’, a match played in the same stadium as the 2018-19 final one day later.

For its first final as a Uefa Champions League sponsor, in 2019, Santander decided to become the ‘unofficial host’ via an array of on-the-ground activations in its home city of Madrid.

Launched in August 2019, AIG’s global activation programme for the first year of its sponsorship of the Women’s British Open focused on positioning AIG as an ally for female golfers and for women in general.

As Japan prepared for an influx of international fans coming to watch the 2019 Rugby World Cup, AIG Japan leveraged the company’s sponsorship of New Zealand’s All Blacks toward a road safety campaign.

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.

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.