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The 2018 ‘Goals Beyond the Game’ campaign showcased Rakuten and Barcelona’s shared support for the United Nation’s Social Development Goals.
American Football
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Make Believe Happen was a multi-channel, multi-phase campaign that ran the length of the 2018-19 NFL season, pushing Microsoft’s Surface products to a wide audience by showing how star player ambassadors use them in their personal lives.
Football
E-Commerce

Isobar and Aston Villa developed an immersive digital platform specifically to launch the club's 2018-19 kits.
Football
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Football
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With sports statistics more readily available than ever, SAP’s ‘Who’s the Blue?’ campaign tested the knowledge of Manchester City fans through a global social media campaign.

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Football
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Dutch Eredivisie football club Ajax has agreed a partnership with Chinese iGaming software supplier BBIN. Terms of the deal were not disclosed, but it will run for at least the 2019-20 season
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German Bundesliga football club Borussia Dortmund has agreed new partnerships with banking group Comdirect and IT security specialist ESET, along with extending its deal with beverages manufacturer Coca-Cola
Baseball
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Japanese IT services company NEC has agreed a partnership with Major League Baseball franchise the Los Angeles Angels
American Football
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Rutgers University has signed a record-breaking naming rights deal with New Jersey IT firm SHI International Corp. Under the deal, the Rutgers’ HighPoint.com Stadium will be renamed as the SHI Stadium.

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The French Tennis Federation (FFT) has struck two deals for the Roland-Garros grand slam tournament.
Tennis
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Bright Partnerships: 2019 UK Sponsorship Award Winner for the Best B2B Sponsorship
Esports
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US tech brand Intel has expanded its relationship as Global Technical Partner of ESL, the world’s largest esports event organiser
Cycling
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A good sponsorship creates value for both parties
Motorsport
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Amazon Web Services, the cloud computing subsidiary of Amazon
Motorsport
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Swiss technology company ABB will pay nine-figures in dollars for title sponsorship rights to the FIA Formula E Championship over the deal's duration.

E-Commerce

Sponsorship attracts top-dollar from fast-growing e-commerce businesses
Motorsport
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Dell Technologies is using sports sponsorship to grow awareness of the brand and its products and services following its creation in the merger of personal computer brand Dell and the EMC software brand…
Motorsport
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The McLaren Formula One team has signed a multi-year partnership with Dell Technologies – the first global partnership made by the company since its merger with EMC in 2016.

Tennis
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Global technology company IBM has extended its US Open sponsorship for five years, from 2017 to 2021, in a deal comprising cash, value in kind and minimum advertising commitments.

Equestrian
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SAP, the world’s largest enterprise application software company, is changing its wide-ranging sponsorship portfolio after a major review by the new head of global sponsorships at SAP.
Information Technology

For 2016-17, we have researched 134 properties, including 51 deal values, and covering 27 IT brands to map out the sponsorship landscape in the IT sector.

Basketball
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Information technology company IBM is looking for opportunities to build infrastructure with its sponsorship partners as a key element when selecting deals.
Multi-Sport
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Electricity-utility company Iberdrola is working in cooperation with the Spanish Department of Sport (CSD) to support a drive to increase the promotion and participation of women’s sport at all levels in Spain.

 

Multi-Sport
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Computer technology company Intel has refocused the brand's sports sponsorships on “amazing experiences outside” over the least two years in order to showcase technology that enhances digital sports coverage.

Sailing
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Technology company Cisco’s new partnership with the Extreme Sailing Series will focus on promoting its Smart Cities offering and creating relationships with the competition’s hosts.

Basketball
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Porsche-owned consultancy firm MHP has renewed its title deal with German Basketball Bundesliga (BBL) club Riesen Ludwigsburg as teams continue to rely on local companies for their top deals.

Cycling
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South African technology company Dimension Data has bolstered its presence in professional cycling in a title deal with the team currently known as MTN-Qhubeka.

Rugby
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Japanese IT company Fujitsu is looking for global brand awareness from its sponsorship of the 2015 Rugby World Cup, but is unlikely to extend its sponsorship activity to a national deal in the UK.