Retail

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Rakuten House was a branded space erected in Chicago to leverage the ecommerce brand’s rights around the 2020 All-Star Weekend.

Enterprise’s ‘Legendary Journeys’ ran throughout the 2018-19 Uefa Europa League, driving awareness via content by a trio of football ambassadors.

In summer 2019, online retailer Littlewoods Ireland activated its GAA rights with a three-phase social media activation built around celebrating individual styles with a collective love for hurling.

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.

In autumn 2019, Beko rolled out an online video series that continued its strategy of using the Barcelona sponsorship to promote healthy lifestyles.

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

Home improvement retail store chain Epicentr K has signed a new partnership with the Ukrainian Football Association (UAF)

German Bundesliga football club TSG Hoffenheim has agreed a new partnership with global asset management company Columbia Threadneedle Investments and has signed a one-season extension to its deal with…

Vehicle rental company Europcar has extended its Official Supplier partnership with Spain’s La Vuelta Grand Tour cycling race for another year.

Features

The 2018 ‘Goals Beyond the Game’ campaign showcased Rakuten and Barcelona’s shared support for the United Nation’s Social Development Goals.

Airbnb made cash and value-in-kind commitments in its recently signed global partnership with the International Olympic Committee.

Isobar and Aston Villa developed an immersive digital platform specifically to launch the club's 2018-19 kits.

Illinois’ Elk Grove Village, the largest industrial park in the US, used its title sponsorship of the Bahamas Bowl college football game to bring in new business.

US tech giants GoDaddy and Uber have made significant investments in the Official Partner tier for the ICC Cricket World Cup.

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

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.

Sponsorship attracts top-dollar from fast-growing e-commerce businesses

At most sports industry conferences, the temptation is to seek out the big names and major international players rather than the local sports, agency or corporate brands that largely populate the event. At SpoBis, German sports industry practitioners were out in force and themselves paid close attention to the narratives and strategies presented by many top-level speakers.

English Premiership Rugby club Leicester Tigers has made a net gain on the shirt and stadium assets left by long-term club partner, the construction machinery and equipment company Caterpillar, after the brand opted not to renew last year.

Pan-European supermarkets dominate the sector’s annual sponsorship spend with much of that used on football but golf, cricket and athletics punch above their weight on income generated.

German supermarket chain Lidl is transforming its image as a hard discount retailer in its key European markets and using sponsorship of national sport properties to help drive home the message in France and Italy.

Serie A club Internazionale’s official partner deal last month with Chinese online wine retailer Jiuxian represents the first step in a global sponsorship programme that the club hopes will help it earn t…

We have heard from our subscribers that the values of second-tier sports sponsorship are often the most sought after by analysts within sports agencies and the marketing departments of brands and rights-holder…

Who would have thought that a German discount supermarket would be the perfect fit for the British Olympic Association as its supermarket partner?

German discount supermarket chain Aldi has signed a four-year deal with British Olympic Association (BOA) for the Official Supermarket rights to the British Olympic team, covering the 2016 Summer Olympic Games in Rio and the 2018 Winter Olympic Games in Pyeongchang.

In April, German discount supermarket chain Aldi signed a four-year agreement with the British Olympic Association (BOA) for the Official Supermarket rights to the British Olympic team, covering the 2016…