United Kingdom

In July and August 2020, Everton and technical partner hummel rolled out ‘More Then Eleven’: a multiple kit launch campaign focused on equality, inclusivity and the strong bond between the club and its global fanbase.

With mascots excluded from stadia after the Premier League's restart in June 2020, Spurs mascot sponsor Kumho Tire pivoted to develop a virtual junior mascots program.

With fans stuck at home during Covid-19 lockdowns of 2020, Midea ran a three-month social media engagement campaign that saw Man City players and legends encourage fans to take part in a series of at-home skills challenges.

In July 2020, as the pandemic curtailed live events, new Chelsea shirt sponsor Three worked with the club and its kit supplier Nike on an augmented reality kit launch campaign.

As Covid-19 struck the UK, West Ham and its Official Destination Partner created a branded virtual activation that brought contest winners and club legends together to watch home Premier League matches.

A year like no other saw the 2020 Six Nations paused in March and not resumed until the start of the 2020-21 season in October

Through the 2018-19 and 2019-20 seasons, Deliveroo teamed up with Leeds United to increase the volume of restaurant partnerships within the greater Leeds area and drive mass market awareness amongst English football fans.

In 2020-21, eToro leveraged its multiple European club soccer sponsorships to build brand awareness and promote its CopyTrader function.

In 2020-21 – a season likely to play out largely behind closed doors – Europe’s top four football leagues held sponsorship agreements of about €315m ($383m) in contract value.

Europe’s most powerful football associations – of England, France, Germany, Italy and Spain – hold sponsorship portfolios worth about €392.6m ($472.6m) in the 2020-21 season. Of

BT abruptly pivoted its activations to digital after the pandemic struck just a month after it launched a new, five-year ‘4-3-3’ Home Nations soccer sponsorship strategy in February 2020.

On the weekend that would have hosted the cancelled 2020 Open, Mastercard took presenting partner rights to the final of the R&A’s ‘e-Open’.

Crypto trading platform StormGain leveraged its Newcastle United sleeve sponsorship in spring/summer 2020 with a video Q&A series featuring the Premier League club’s biggest stars.

Central sponsors of the PGA Tour and the four golf majors – The Masters, Open Championship, PGA Championship and US Open – aggregated a sponsorship spend of $451m (€384m) in 2020.

Taking over as kit supplier in 2020-21, adidas brought Leeds United into its pandemic-influenced, global ‘Ready for Sport’ brand platform when unveiling the new kit in mid-August 2020.

Technology partner IBM helped the AELTC deliver a digital experience to help Wimbledon fans bereft at the Covid-enforced cancellation of the 2020 tournament.

The sponsorships of the four tennis Grand Slams – plus the ATP and WTA Tours – had a combined contract value of approximately $367m in 2020.