Automotive

Football

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.
Football

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.
Football

‘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.
Football

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.
Football

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.
Football

‘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.
Football

Spanish sports car brand Cupra signed as the Official Automotive and Mobility Partner of LaLiga club FC Barcelona in a five-year deal.
Football

Chelsea official automotive sponsor and sleeve sponsor Hyundai expanded its ‘supporters first’ #ForTheFans concept through the ‘Hyundai FC’ grassroots football programme.
Football

Indian tyre-maker Apollo Tyres built a unified marketing campaign that aligned its sponsorship of Manchester United with its Indian properties.
Cycling

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.
Football

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.
Football

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.
Motorsport

Danish wind turbine company Vestas signed as a Principal Partner of the Mercedes-Benz EQ Formula E Team, having turned down the title position at Porsche Formula E, industry sources have told SportBusiness Sponsorship.
Multi-sport

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…
Football

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
Football

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 …
Football

Premier League club Chelsea has reportedly opened talks with potential new main shirt sponsors as the incumbent Yokohama Rubber deliberates on whether to renew after this season
Ice Hockey

Russia’s Kontinental Hockey League has extended sponsorship deals with Hankook, MegaFon, Mastercard and SOGAZ for its 2019-20 season, along with detailing what it claims to be a data project that is t…