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.
To promote the non-skid technology in its EcoSport SUV, Ford leveraged its sponsorship of Brazilian top-tier basketball by removing the sounds of sneakers squeaking on the court.
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.
To drive awareness of the brand and promote its new GV80 SUV, premium auto maker Genesis activated at Super Bowl 2020 with a campaign starring John Legend and Chrissy Teigen.
Land Rover's title sponsorship of the 2019 Kentucky Three-Day Event was activated with a programme that spanned content creation, media support, competitions and a range of on-site experiences and hospitality spaces for all ages – and their pets.
Organisers of the inaugural edition of multi-sport competition the World Urban Games have signed sponsorship deals for the forthcoming event with telco Magyar Telekom, car sharing service MOL Limo, automotive…
Juventus is close to renewing its shirt sponsorship with vehicle manufacturer Jeep in a deal that would increase the Serie A football club's revenue from €16m ($17.6
Sports marketing agency Pitch International has brokered three partnership deals for the Brasil Global Tour – the series of international friendlies played by Brazil’s national football team in the run …
The European Sponsorship Association has paid tribute to the well-respected sponsorship industry veteran Toby Hester, who has died at the age of 57
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.
In February 2019, Hyundai leveraged its on-site rights ahead of Super Bowl LIII in Atlanta to tell multiple brand and product stories through a range of communal and one-on-one experiences.
Part of Australian Open major partner Kia’s multi-faceted ‘Feel the Open’ activation in 2020 was an influencer-led, premium Drive Day experience promoting the new Seltos model to young adults.
Toyota, the official vehicle sponsor of South African soccer side Kaizer Chiefs, activated its rights through the 2019 season with a blended activation spanning a competition, an experience and subsequent social activation.
Hyundai leveraged its Atlético Madrid sponsorship and reinforced its support for women's football in November/December 2019 with an emotional multi-media campaign.
In July 2019, Audi’s American arm launched a new multi-year youth initiative within its MLS activation programme called ‘Goals Drive Progress’.
At the start of the 2018-19 NHL season, employee at Edmonton-based auto service/retailer Fountain Tire painted themselves in Oilers blue-and-orange and used the images to let fans create cheers for social sharing.
Nissan activated its rights around the 2017 ICC Champions Trophy through a social campaign in India that offered low-latency Twitter highlights of the key match action.
Between January and July 2019, Kia activated its Uefa Europa League rights with a cause-led initiative that collected unwanted football boots from European fans and donated them to refugees in Jordan.
In 2015-16’s Dacia Family Project, Udinese and the car brand set out to encourage long-term attendance and loyalty by urging supporters to create a new generation of Udinese fans – literally.
‘The Great Feyenoord DNA Study’ of 2018 saw sponsor Opel build data on the the club’s supporters by giving them a chance to understand their devotion to the team by literally studying their DNA.
Club and sponsor worked with agency Publicis Italia to turn a Serie A match against Lazio into a live auction raising funds for a set of fan causes.
The 2019 tie-up between newly promoted Norwich and carmarker Lotus was unveiled with ‘Driving Performance’, a campaign spearheaded by a car chase video starring Darren Huckerby and Delia Smith.
‘Terrains’, which debuted in June 2019, was a video-led TV and social campaign from Jeep, activating its Juventus sponsorship with the message that excellence must be achieved through hard work on the toughest territory.
Spanish sports car brand Cupra signed as the Official Automotive and Mobility Partner of LaLiga club FC Barcelona in a five-year deal.
Chelsea official automotive sponsor and sleeve sponsor Hyundai expanded its ‘supporters first’ #ForTheFans concept through the ‘Hyundai FC’ grassroots football programme.
To redress the gender imbalance in cycling, in 2018, Škoda UK decided to use its voice within the sport to start a long overdue conversation about the gender gap in professional cycling.
Audi leveraged its Tottenham Hotspur partnership through a 2018-19 season social video series aimed at bringing to life the car company and club’s shared ‘dare to be different’ philosophy.
As part of its wider partnership with AS Roma, Hyundai co-created a video to counter scepticism of women’s football, featuring three male AS Roma fans and three players from the club’s women’s team.