Asics launched the Wallabies jersey for the 2019 Rugby World Cup in late May last year and followed up with a year-long campaign led by cinematic content.
October 2019 saw Under Armour release a brand-building film showcasing the struggles and triumphs of the Indian Women’s National Ice Hockey Team.
Fiorentina and Le Coq Sportif launched their 2017-18 kit via a digital-first campaign promoting the familiar purple home jersey alongside four away kits – each representing one of the city’s ancient neighbourhoods.
New Balance launched the 2018-19 Proteas kit with a multifaceted, seven-month campaign called ‘Worn as One’.
Dan Haddad, head of commercial strategy at Octagon UK, looks at the potential upside for Liverpool in switching kit supplier rights from New Balance to Nike.
Umbrella manufacturer Weatherman has been named the official umbrella provider for Team USA and Team Europe at this year's Solheim Cup
Chinese sportswear company Li-Ning has broadened its portfolio by agreeing a partnership with Malaysia’s SepakTakraw League (STL).
Danish sportswear company Hummel has expanded its presence in rugby league by agreeing a four-year deal to become the new kit partner of reigning Super League champion Wigan Warriors
Hummel’s pre-2018 Fifa World Cup kit launch with the Danish Football Association (DBU) put the players in shirts belonging to fans.
China’s General Administration of Sport has announced 'Team China' as the collective brand name for its national sports teams.
Carlos Cantó, chief executive of boutique consultancy SPSG Consulting, has warned that clubs risk losing out on sponsorship revenue because their players have become competitors in content generation.
Southampton launched its 2019-20 kit with 'Saynts Festival: The Greatest Kit Launch That Never Happened', a parody of Netflix’s documentary about Fyre Festival, the infamously failed music festival.
Adidas activated its Real Madrid sponsorship by supporting the first ‘influencers’ charity football match in Spain – at the Santiago Bernabéu – and raising money for the Real Madrid Foundation.
The launch campaign for adidas’ 2019-20 Arsenal home kit focused on connecting the club’s global fan base to its North London home through themes of community, customs, language and inclusivity.
British sportswear brand Umbro has renewed its kit-supply agreements with Premier League clubs Everton and West Ham.
US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.
Italian FA (FIGC) set to earn €37m from sponsorship rights in 2019 Top Partner deals renewed this month with Eni and Tim
Nike will sign its first ever top-tier domestic Olympic sponsorship as part of an eight-year deal ahead of the Los Angeles Olympic and Paralympic Games in 2028
Italian sportswear brand Kappa will pay between €5m ($5.6m) and €6m per season as the new kit supplier at French club AS Monaco, according to industry sources.
Sporting goods brand Nike, video game maker EA Sports and global bank Barclays have renewed their respective Premier League partnerships beyond the 2016-17 to 2018-19 cycle, while incumbent beer brand…
Sports brand Puma has driven its 36
David Abrutyn, partner with Bruin Sports Capital, explains how the three-way licensing deal between the NFL, Nike and Fanatics works for the sporting goods giant, which extended its on-field rights partnership with the NFL in March.
The NFL will get a healthy increase in combined sponsorship and licensed merchandise revenue from its three-way agreement with sporting goods brand Nike and the online sports retailer Fanatics, industry experts have told Sports Sponsorship Insider.
The Argentine Football Association added over $1m (€0.9m) in new sponsorship revenue ahead of the 2018 World Cup, striking its first regional partnerships with a quartet of Chinese brands.
Italy’s top football league, Lega Serie A, ought to be on course for a decent increase in the value of its centrally-sold sponsorship rights from the €34m ($40m) it earned in 2017-18, having agreed deals this month for the Serie A title sponsorship, Official Ball Supplier and Official Video Gaming licensing rights for the next three seasons.
PROJECT DETAILS Sponsorship title: New Balance, Official Technical Kit Partner to Cricket South Africa and the Proteas Duration of sponsorship: 2015-2020
Sports Sponsorship Insider is delighted to introduce our first ‘Activation Tracker’ sector report into activation trends in sport – starting this month with the sporting goods sector.