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

AIB’s digitally led campaign leveraged its 2018-19 partnership with the GAA across owned channels and media partner platforms to engage new customers, grow brand affinity and build its digital services credentials.

Longstanding Canadian golf sponsor RBC hit new marketing heights in 2019 with a season-long, multi-channel activation programme leveraging its two PGA Tour title sponsorships and its team of ambassadors.

An online and in-store led joint campaign from Hypovereinsbank (HVB) and Allianz leveraged their FC Bayern Munich sponsorships to promote their combined insurance/pensions partnership.

In 2019, FNB sought to life the spirits of nation with a campaign that linked fans, legends, coaches, friends and family to the players at the Rugby World Cup in Japan through fixed ad assets and real-time messaging.

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 National Hockey League's Arizona Coyotes have announced a multi-year partnership with financial services company Mountain America Credit Union

Industrial and Commercial Bank of China (ICBC) has agreed a deal to sponsor the 2022 edition of the Asian Games multi-sport event, which will be held in Hangzhou

Mainz 05 has extended partnerships with financial services firm Sparkasse Mainz and textile management company Mewa, while fellow German Bundesliga football club FC Augsburg has renewed agreements with…

Features

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.

Citibanamex activated its Mexican national team sponsorship for the 2018 Fifa World Cup through AR, bots, a digital album, social content and a team-related competition.

BNP Paribas highlighted its deep commitment to French tennis around the 2019 French Open by creating mementoes from the physical matter of Roland-Garros’ Number One Court as its was dismantled for redevelopment.

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.

In 2019, Chase expanded on its 2018 US Open #ThisMama campaign with Serena Williams, again firing a conversation and debate about motherhood and work.

For its 2018 and 2019 Australian Open activations, ANZ sought to burnish its corporate reputation by replacing Novak Djokovic with wheelchair champion Dylan Alcott as the face of ANZ tennis.

Commerzbank activated its German women’s national team rights with deliberately provocative creative around the women’s world cup from May to July 2019.

March 2020 saw Standard Chartered celebrate a decade of Liverpool FC sponsorship with a blockbuster film called ‘A Liverpool Story’, which emphasised the values of determination and long-term commitment.

Nedbank, title sponsor of South Africa’s top club football cup, activated its rights around the May 2019 final to aid the response to flooding in host province KwaZulu-Natal.

‘The Match Against Bullying’ was a cause-led initiative by the Swedish FA and national stadium sponsor Swedbank, working in tandem with the Friends charity.

ABN Amro, title sponsor of the Rotterdam Open as the World Tennis Tournament, created a multi-faceted activation that turned 50,000 tennis balls destined for landfill into four products and a playground.

In 2018-19, BNP Paribas Fortis’ season-long ‘Purple Cam’ stadium selfie initiative gave every RSC Anderlecht fan an exclusive photo-led experience within the team’s Constant Vanden Stock Stadium.

Liverpool and shirt sponsor Standard Chartered teamed up on an initiative to help eliminate avoidable blindness, activated at Anfield through an audio ‘Kop Roar’ experience.

National Australia Bank (NAB) aligned its assets across the AFL and AFL Women’s competition to meet their brand awareness and affinity objectives and build a strong rapport across AFL’s fan base.

Standard Chartered used the ‘Stand Red’ campaign to reinforce its partnership with Liverpool during the club’s Champions League-winning season.

Spanish bank Santander has extended its LaLiga title sponsorship by one season – 2020-21 – at a similar fee, SportBusiness Sponsorship has learned. The deal was signed in March.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Santander’s one-season title sponsorship extension with LaLiga for 2019-20 was priced at the same rate as the original deal, SportBusiness Sponsorship has learned.

Global bank HSBC has renewed its Sevens Series title sponsorship with World Rugby from 2019-20 to 2022-23.