Telecoms

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To promote its new title sponsorship of South Africa’s Netball League in 2019, Telkom set out to grow support, attendance and awareness through an event-based campaign.

At 2020’s Super Bowl LIV in Miami, NFL telecoms partner Verizon showcased the capability of 5G with an immersive experience.

Launched ahead of Ireland’s 2019 Guinness Six Nations defence and running through to the autumn Rugby World Cup in Japan, the multi-phase ‘Everyone In’ campaign was the latest iteration of Vodafone’s Ireland’s long running ‘Team of Us’ Irish rugby activation.

In the lead-up to the 2019 Rugby World Cup, the IRFU’s principal partner activated via a unique rugby ball that linked the fans at home to the players in Japan.

Running September through November 2019, O2’s activation of its England Rugby partnership around the 2019 Rugby World Cup spanned television, OOH, social, in-store, in-stadium, event experiences and screenings.

UK-based Formula One team Williams posted a loss in the first six months of 2019 – with a fall in sponsorship earnings contributing to the negative interim results.

Organisers of the inaugural edition of multi-sport competition the World Urban Games have signed sponsorship deals for the forthcoming event with telco Magyar Telekom, car sharing service MOL Limo, automotive…

Telecommunications Vodafone has renewed its main sponsorship deal with the Irish Rugby Football Union (IRFU), the governing body of rugby union in Ireland

Russia’s Kontinental Hockey League has extended sponsorship deals with Hankook, MegaFon, Mastercard and SOGAZ for its 2019-20 season, along with detailing what it claims to be a data project that is t…

Features

In January and February 2019, Verizon leveraged its rights around the NFL Playoffs, Championship Games and Super Bowl via a multi-phase, multi-platform activation that honoured America’s first responders.

In 2018, T-Mobile US’s Metro by T-Mobile brand activated its UFC rights through a live 90-minute brand-owned social broadcast which set out to fill the pre-fight content void.

Around the 2019 Indy 500, Verizon leveraged its IndyCar assets to showcase its 5G Ultra-Wideband through a month-long campaign.

Sony boosted the profile of its Xperia smartphones via its 2017-18 Uefa Champions League sponsorship that featured a Gogglebox-style activation called #ChampionsSofa.

LaLiga media partner Orange teamed up with Google Assistant for an augmented reality stunt at the 2019-20 season opener between Celta Vigo and Real Madrid.

Tata Communications’ #MotoGPConnect campaign raised awareness of the company’s broadcast solutions to potential new customers in international sport and positioned Tata as an innovator in the media and entertainment space.   

England’s Football Association has rolled the assets from three separate deals into its new deal with UK telco BT, which was agreed in June. 

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

Spanish telco Telefónica has renewed its title sponsorship of the Team Movistar UCI World Tour outfit from 2019 to 2021. Telefónica will pay between €12m ($13.5m)

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. 

Budweiser Budweiser is the official beer of the FIFA World Cup following its parent company Anheuser-Busch's deal until after the 2022 World Cup, worth around $22.

Mobile phone brand Nokia has returned as the main shirt sponsor of the Indian Premier League’s Kolkata Knight Riders, a position it occupied for seven years between 2008 and 2014.

Chinese telco China Unicom has become a domestic partner of the Beijing 2022 Winter Olympic Games to showcase its smart technology and raise its brand profile versus rivals China Mobile and China Telecom.

Chinese telco China Unicom has become the Official Telecommunication Services Partner of the Beijing 2022 Olympic and Paralympic Winter Games in deal valued in the high tens of millions of dollars.

Orange, the former state telco of France, this month agreed a deal to become a Main Partner of the Fédération Française de Football, the French football federation, for the next rights cycle. 

The success of last weekend’s 'Wembley Cup with EE', the third annual exhibition match between two YouTuber tribes, with a few football legends thrown in, presents an interesting problem for the event’s title sponsors and organisers, the UK network operator EE.

Telecommunications company Vodafone hands responsibility to its national and regional marketers to identify which sports properties best fit the brand's ambitions in the territories in which it operates

Telecommunications company Vodafone New Zealand signed as a Regional Partner of New Zealand Rugby (NZR) for four years, from 2017 to 2021, in a cash and technology services deal.

Multinational telecommunications company Telefónica this month signed a 17-month agreement to become a Global Sponsor of Spanish LaLiga club Real Madrid as part of a strategy shift towards properties that offer experiences for its customers and to promote and supplement its Spanish LaLiga media rights contract.