Specialist Retail

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.

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.

Food retail store chain Spar has renewed its presenting partnership with the Swiss Handball Federation (SHV)

Swiss Super League football club FC Luzern has renewed its decades-long partnership with Swiss supermarket chain Migros

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. L

Supermarket chain Carrefour has extended its main sponsorship of Spain’s La Vuelta grand tour cycling race for two more years.

Italian FA (FIGC) set to earn €37m from sponsorship rights in 2019 Top Partner deals renewed this month with Eni and Tim

US esports team the Pittsburgh Knights has signed a new shirt deal with local convenience store chain Sheetz

NFL American football team the Washington Redskins has entered into a partnership with supermarket chain Safeway

This article looks at three activation campaigns run by national team sponsors throughout the 2018 Fifa World Cup.

Research by Sports Sponsorship Insider into retail brands active in sports sponsorship, covering 500 deals, is displayed in the interactive report below.

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.

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.

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.