Specialist Retail
Thailand Smiles with You – King Power & Leicester FC
After Covid-19 brought global travel to a standstill in 2020, Thai travel retailer King Power showed its support for Thai tourism by leveraging its Leicester City jersey sponsorship.
Sixers & Dogs – Nature’s Gift & the Sydney Sixers
During the 2018-19 Big Bash, dog food brand Nature’s Gift leveraged its rights as an official partner of the Sydney Sixers via a three-stage activation linking dogs and cricket.
Spar renews backing of Swiss Handball Federation
Food retail store chain Spar has renewed its presenting partnership with the Swiss Handball Federation (SHV)
Supermarket chain Migros extends long-term backing of FC Luzern
Swiss Super League football club FC Luzern has renewed its decades-long partnership with Swiss supermarket chain Migros
Lidl extends backing of EHF Euro
Supermarket chain Lidl has extended its association with the European Handball Federation’s men’s European Championship by agreeing to partner next year’s event.
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Carrefour extends with La Vuelta to 2021
Supermarket chain Carrefour has extended its main sponsorship of Spain’s La Vuelta grand tour cycling race for two more years.
FIGC fights negative trend in sponsorship revenues from weak position
Italian FA (FIGC) set to earn €37m from sponsorship rights in 2019
Top Partner deals renewed this month with Eni and Tim
Pittsburgh Knights sign shirt deal with Sheetz
US esports team the Pittsburgh Knights has signed a new shirt deal with local convenience store chain Sheetz
Redskins team up with Safeway
NFL American football team the Washington Redskins has entered into a partnership with supermarket chain Safeway
National teams World Cup activations round-up
This article looks at three activation campaigns run by national team sponsors throughout the 2018 Fifa World Cup.
Retail sponsorship in sport, 2018
Research by Sports Sponsorship Insider into retail brands active in sports sponsorship, covering 500 deals, is displayed in the interactive report below.
Budweiser blows rivals ‘out of the water’ at FA, Mars downsizes
Premium beer brand Budweiser has overcome fierce competition in the Football Association’s beer category to become the sole beer partner, taking all three key assets in the portfolio.
CBF lands new title sponsor for Brasileirão
The Brazilian Football Confederation (CBF) has agreed a deal for wholesale retail store chain Assaí to become title sponsor of the Campeonato Brasileirão Série A club competition.
Spar builds on European Championships association
Convenience store chain Spar International has enhanced its support of the upcoming European Championships by becoming an official partner of Glasgow’s hosting of the multi-sport event.