United Kingdom

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To mark Liverpool’s 2019-20 Premier League title, partner Levi’s rolled out a clothing collaboration with street artist Akse.

Over the English cricket summer of 2019, NatWest activated its principal partnership with the ECB by celebrating cricket’s diversity and inclusion.

The End of Football was a short disaster movie by which Xylem leveraged its Manchester City partnership to educate football fans about the water challenges facing our planet.

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.

Through the 2018-19 rugby season, the Welsh Rugby Union’s principal partner ran a program to drive brand awareness and boost consideration of the D-Max vehicle.

Football sponsorship agency SportQuake is launching a specialist esports sponsorship agency, Esportquake, to operate across the esports ecosystem

New Zealand-based ASB Bank has elected to donate rights attached to its New Zealand Rugby sponsorship to help 100 small-to-medium-sized businesses

The Bitcoin logo (₿) will appear on the shirt sleeve of Premier League football club Watford for the rest of this season, as part of a promotional drive by the club’s main shirt sponsor, betting brand Spo…

Premier League clubs Liverpool and Chelsea have suspended all advertising with Russian-owned betting operator 1XBet – a week after Tottenham Hotspur terminated its sponsorship with the brand.

Features

Around the 2018-19 Champions League final, Hotels.com created a UK-focused add-on to its activation programme that took a small group of influencers to Madrid.

‘One Moment’, Visa’s UK-focused campaign around the 2019 Fifa Women’s World Cup, was built around market-relevant Team Visa player ambassador stories.

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.

At Wimbledon 2019, a campaign to promote the electric Jaguar I-PACE was led by a smartphone app on which tennis fans could test their serve to win tickets, supported by multi-platform media.

HSBC leveraged its on-site rights at the 148th Open Championship in 2019 by creating the HSBC Golf Zone, an interactive experience open to all spectators.

After 170 years of trading, high street chemist Boots’ first sport sponsorship backed women’s football via partnerships with all five football associations in the British Isles.

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’.

In 2019, the Football Association’s official payments partner pushed its mission – to ‘facilitate people’s passions with quick and easy payments’ – by allowing grassroots teams to easily pay their fees via the FA Matchday App.

In the 2019-20 season, IBM’s ‘Raise Their Game’ partnership with semi-pro Leatherhead FC sought to demonstrate that its Watson AI technology could improve any team’s performance.

In the first two years of its Six Nations title sponsorship, 2019 and 2020, Guinness targeted both committed and casual fans with multi-faceted activation focused on the humanity and friendship of rugby.

Budweiser supported the England Lionesses’ bid to win the 2019 Women’s World Cup with a rallying-cry campaign inspired by Queen Elizabeth I’s speech prior to the defeat of the Spanish Armada.

Running September through November 2019, O2’s activation of its England Rugby partnership around the 2019 Rugby World Cup spanned television, OOH, social, in-store, in-stadium, event experiences and screenings.

Dove Men+Care used its rights in deals with the British and Irish rugby unions to create a combined campaign that ran from the 2019 Rugby World Cup to the 2020 Six Nations.

Confectionery brand Cadbury’s three-year Premier League partnership was underpinned by its Cadbury FC ambassador-focused programme which saw a stable of football legends add heft to a range of campaigns.

Leveraging its 2019 Six Nations title rights, Guinness launched a responsible drinking campaign  that encouraged drinking more water through the launch of a new product, ‘Guinness Clear’.

The Coca-Cola Premier League Trophy Tour of UK & Ireland, which ran through March and April 2019, visited major football centres to give fans unique, shareable experiences.

In February and August 2019, the multi-channel, multi-phase activation sought to launch Coca-Cola’s re-entry to the UK football space.

The stand-out activation in Malaysia Airlines' three-season partnership with Liverpool was a spring 2018 contest that incentivised fans to create and share their unique Liverpool cheers.

Bookmaker M88 activated its 2018-19 Bournemouth shirt sponsorship with initiatives spanning fan promotions, live events and a comic video series aimed at fans and customers in Asia.