As India began reopening from its first national lockdown in late October 2020, soap brand Lifebuoy leveraged its partnership with IPL team Royal Challengers Bangalore to promote habits like wearing a mask, social distancing and maintaining proper hand hygiene.
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.
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.
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.
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.
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.
US personal care brand Remington signed a multi-year global partnership with Manchester United after a two-year selection process.
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.
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 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.
English Premier League football club Manchester City has extended its partnership with PZ Cussons-owned soap brand Premier Cool
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…
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.
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