Household Products
Pitvertising – Rexona & Cricket Australia
Unilever deodorant brand Rexona used its 2020-21 Big Bash League rights to drive home its key product message about keeping cool under pressure by placing the brand logo under the arms of BBL umpires.
This Is Me – SK-II (Procter & Gamble) & the IOC
P&G beauty brand SK-II reacted to the pandemic-enforced delay of the 2020 Tokyo Olympics by pivoting to a tactical, social-first campaign targeting young Japanese women and fronted by swimmer Rikako Ikee.
Rantin’ & Raven – CoverGirl & the NFL
In 2017, NFL official beauty partner CoverGirl created first all-female pre-game show to tackle sports media stereotypes and speak directly to the 69 million female American Football fans.
Deportivo Alavés – LEA & Deportivo Alavés
In 2018, men’s grooming brand LEA leveraged its partnership with Deportivo Alavés through a national online and print advertising campaign.
Laundry Night – Tide & NFL
P&G detergent brand Tide used the start of the 2019 NFL – and its NBC media partnership – to kickstart a national debate about the best night to do laundry.
#GoalPower – Boots & The FA, FAW, SFA, IFA and FAI
After 170 years of trading, high street chemist Boots’ first sport sponsorship backed women’s football via partnerships with all five football associations in the British Isles.
Care for Every Position You Play – Dove Men+Care & England Rugby/Scottish Rugby/Welsh Rugby Union/Irish Rugby Union
Dove Men+Care used its rights in deals with the British and Irish rugby unions to create a combined campaign that ran from the 2019 Rugby World Cup to the 2020 Six Nations.
The Secret Kicker – Procter & Gamble & the NFL
Procter & Gamble deodorant brand Secret kicked off conversation about women in sport with a Super Bowl LIV ad spot involving US women’s soccer superstar Carli Lloyd.
Remington reaches out to Asia with multi-year United deal
US personal care brand Remington signed a multi-year global partnership with Manchester United after a two-year selection process.
Unilever’s Axe brand takes lead in esports with League of Legends deal
Unilever’s male grooming brand Axe is spearheading the multinational’s interest in esports following its multi-year, global deal with League of Legends Esports events.
Official Team Partner – Unilever & Williams Racing
Unilever’s wide-ranging sponsorship of the Williams Racing Formula One Team addressed business needs across the Rexona brand, customer development and the Unilever supply chain.
#EatLikeAPro – Beko & FC Barcelona
#EatLikeAPro was a global, social media-led campaign from FC Barcelona sleeve sponsor Beko (working with Unicef) which aimed to raise awareness of the problems of childhood obesity, raise funds, and offer club- and brand-led solutions to alleviate the problem.
Manchester City renews Nigeria-focused Premier Cool deal
English Premier League football club Manchester City has extended its partnership with PZ Cussons-owned soap brand Premier Cool
Shiseido signs on as title sponsor for Cup of China ISU Grand Prix of figure skating
Japanese personal care company Shiseido has agreed a deal with the International Skating Union to become the title sponsor of the Cup of China ISU Grand Prix of figure skating, which will be held from…
Shiseido signs on as title sponsor of WTA Finals
Japanese personal care company Shiseido has agreed a deal with the Women’s Tennis Association to become the title sponsor of the season-ending WTA Finals in Shenzhen, China.
Lotto, Soudal strike innovative extension to cycling team deal
Belgium's national lottery, Nationale Loterij, and sealants and adhesives brand Soudal have extended their title sponsorship deals with the Belgian UCI WorldTour cycling team
PSG seals Bulk Homme partnership in Asia
Japanese men’s skincare brand Bulk Homme has signed up as a regional sponsor of French Ligue 1 football club Paris Saint-Germain in Asia.