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Cricket Has No Boundaries – NatWest & the ECB
Over the English cricket summer of 2019, NatWest activated its principal partnership with the ECB by celebrating cricket’s diversity and inclusion.
#TheToughest (Backing Club & County) – AIB & the Gaelic Athletic Association
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.
RBC Team Golf – Royal Bank of Canada & Golf Canada/PGA Tour
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.
Eine Lige Fur Sich/A League of Its Own – Hypovereinsbank/Allianz & Bayern Munich
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.
Words of Greatness – FNB & the South African Rugby Union
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.
ASB Bank invites SME’s to ‘borrow’ New Zealand Rugby sponsorship
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
Arizona Coyotes partner with Mountain America Credit Union
The National Hockey League's Arizona Coyotes have announced a multi-year partnership with financial services company Mountain America Credit Union
Hangzhou 2022 signs up ICBC as latest sponsor
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, Augsburg secure sponsor extensions
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…
Football Fans Welcome Home – Santander & Uefa
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 World Cup – National Bank of Mexico & the Federación Mexicana de Fútbol
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.
Collection Court No1 – BNP Paribas & the Fédération Française de Tennis
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 Golf Zone – HSBC & The R&A
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.
This Mama Keeps Going – Chase & the United States Tennis Association
In 2019, Chase expanded on its 2018 US Open #ThisMama campaign with Serena Williams, again firing a conversation and debate about motherhood and work.
Ace for Inclusion – ANZ & Tennis Australia
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.
Your Game, Your Beat, Your Bank – Commerzbank & the DFB
Commerzbank activated its German women’s national team rights with deliberately provocative creative around the women’s world cup from May to July 2019.
A Liverpool Story – Standard Chartered & Liverpool FC
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.
Team Up – Nedbank & Premier Soccer League
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 – Swedbank & the Swedish Football Association
‘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.
Game Changers – ABN Amro & Rotterdam Ahoy
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.
Purple Cam – BNP Paribas Fortis & RSC Anderlecht
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.
Hear the Kop Roar – Standard Chartered & Liverpool FC
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.
AFL Women’s naming rights – National Australia Bank & the Australian Football League
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.
Stand Red – Standard Chartered & Liverpool FC
Standard Chartered used the ‘Stand Red’ campaign to reinforce its partnership with Liverpool during the club’s Champions League-winning season.
Santander’s LaLiga extension aligns title deal with Champions League cycle
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.
Barclays pays up to seize Women’s Super League opportunity
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 gets another year to review LaLiga options
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.
HSBC signs record deal with Rugby Sevens Series
Global bank HSBC has renewed its Sevens Series title sponsorship with World Rugby from 2019-20 to 2022-23.