Consumer Electronics

In October 2020, Chinese tech giant Lenovo leveraged its partnership with the Ducati Corse MotoGP team with an online contest offering fans a chance to redesign its sponsor logo on the Ducati bike for the second half of the season.  

Mobile game developer Supercell’s three-season partnership with PSG involved management-level learnings as well as direct promotion for the sponsor’s Brawl Stars game.

During the 2020-21 season, Chinese smartphone brand Oppo borrowed a TikTok trend to digitally engage with Barcelona fans amid the pandemic. 

In October 2020, the NFL cancelled the 2021 Pro Bowl under the pressures of the pandemic. Instead, long-time NFL gaming partner EA Sports transformed the Pro Bowl into a star-studded real-time gaming event.

In Q1 2016, smartphone brand Wiko supported SD Eibar in a community health campaign that saw the letters corresponding to the main blood types removed from the players’ shirts.

On February 29th, 2020, Bose teamed up with NFL franchise the Green Bay Packers and quarterback Aaron Rodgers to offer 29 fans to attempt their own version of the famous ‘Lambeau Leap’ celebration.

Chinese smartphone brand Oppo’s campaign around the 2020 French Open spanned online and on-site initiatives to promote the 5G Find X2 Pro handset, primarily targeting young adults.

Sony Playstation tied the Champions League to football gaming via a campaign that culminated with ‘The PlayStation FC Final’, a match played in the same stadium as the 2018-19 final one day later.

In December 2019, battery manufacturer Duracell became the first brand to sign-up to one of Chelsea’s trial, short-term partnerships.

The International Cricket Council has renewed its global partnership with Chinese smartphone manufacturer Oppo at a rights fee increase of about 19 per cent

Sony boosted the profile of its Xperia smartphones via its 2017-18 Uefa Champions League sponsorship that featured a Gogglebox-style activation called #ChampionsSofa.

With the ‘Be a Shot Maker’ campaign, smart phone brand Oppo leveraged its ICC partnership to boost exposure in its South Asian strongholds and new UK target market.

EA Sports’ sponsorship of the Premier League Primary Stars schools programme put the Fifa video game at the centre of the teaching resources provided by EA Sports and drove engagement with teachers and pupils alike.

Everton and game maker Rovio activated their sleeve sponsorship by turning three Everton players into limited-edition characters in its latest version of the Angry Birds franchise.