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As Japan prepared for an influx of international fans coming to watch the 2019 Rugby World Cup, AIG Japan leveraged the company’s sponsorship of New Zealand’s All Blacks toward a road safety campaign.

In 2019, the FAI and Aviva rejuvenated the ‘Aviva Soccer Sisters’ grassroots girls football programme and promoted it through a campaign that drove a 107% increase in participation.

The spearhead strand of Mastercard’s 2019 Rugby World Cup activation programme saw the tournament’s official payments partner harness real-time technology to create unique Player of the Match trophies for each match.

In 2019, the Football Association’s official payments partner pushed its mission – to ‘facilitate people’s passions with quick and easy payments’ – by allowing grassroots teams to easily pay their fees via the FA Matchday App.

Reale Seguros celebrated the 2018 renewal of its Real Sociedad partnership with a season-long hot dog giveaway featuring the world’s first club-branded ketchup.

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

La Liga’s Real Sociedad will open its newly renovated, 40,000-capacity stadium – under the new Reale Arena moniker – on Saturday, while the club is close to striking a new shirt sponsorship deal. T

Features

Running from March to September 2019, insurer QBE leveraged its long-running partnership with AFL side Sydney Swans to promote its ongoing road safety campaign.

Running throughout the 2019 AFL season, Clangers Happen was a comic campaign pushing the idea that insurance brand AAMI is there to help when things go wrong.

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.

A tongue-in-cheek activation from FC Köln’s official insurance partner, the selfie scarf allowed fans to support the promotion-chasing team in person and online simultaneously.

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.

In November 2019, eToro leveraged its six Premier League club sponsorships to promote the ‘Fan Financial Statement’, a report that showed how fans were – and weren't – getting value-for-money from their spending on football.

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.

In 2018, Vitality activated its T20 partnership with the England & Wales Cricket Board via a programme that ran throughout the summer.

‘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.

Global bank HSBC signed a five-year deal with Tottenham Hotspur that prioritises rights linked to the stadium-led regeneration of the local area.

Blackwell Global leveraged its assets as Everton’s first Official Brokerage Partner through a player-fronted campaign that engaged traders through a contest incentivized via club-linked prizes.

AIA leveraged its partnership with Tottenham Hotspur to create video content pushing its umbrella corporate commitment to helping people live ‘Healthier, Longer, Better Lives’ across Asia-Pacific.

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.

Visa leveraged its sponsorship platform at the Women’s World Cup 2019 to support women’s football on the global stage and to tell a broader story that aligned with an audience beyond sport.

AIG’s ‘Effort is Effort’ campaign around New Zealand Rugby’s women’s team helped elevate the diversity agenda internally, created a platform to recognise female leadership and brought AIG’s New Zealand Rugby partnership to a new audience.