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Ahead of the 2019 Special Olympics World Summer Games in Abu Dhabi, Etihad launched a campaign spanning television, cinema, online and at-event promotion to link the brand to the property’s values of tolerance, diversity and unity.

The Sevens’ co-title partner activated its rights in 2019 with a domestic focus: build local support for brand and event by making the Sevens and the city inseparable.

The stand-out activation in Malaysia Airlines' three-season partnership with Liverpool was a spring 2018 contest that incentivised fans to create and share their unique Liverpool cheers.

In 2016-17, Delta leveraged its Chelsea partnership to refresh its in-flight safety video with an animated film featuring stars Willian, Gary Cahill and César Azpilicueta.

At the start of December 2019, Qatar Airlines leveraged its sponsorships with AS Roma, FC Bayern Munich and Fifa with an in-flight safety video based around a fictional pre-match team-talk.

The Swiss Ice Hockey Federation has extended deals with two of its major sponsors, watchmaker Tissot and the Swiss airline

Sports marketing agency Pitch International has brokered three partnership deals for the Brasil Global Tour – the series of international friendlies played by Brazil’s national football team in the run …

Qatar Airways has agreed a deal to sponsor the Eden Park stadium in Auckland, New Zealand. Qatar Airways will serve as the stadium’s official airline partner.

American Airlines has become the inaugural “founding partner” of the $5bn Los Angeles Stadium and Entertainment District in Inglewood, California, and has secured the naming rights to its plaza area. A 2.5-a

Features

Ahead of the All Blacks making the trip to Japan for the 2019 Rugby World Cup, Air New Zealand dropped a ‘safety video’ and support-building marketing campaign.

In 2016, Emirates leveraged its Hamburg shirt sponsorship with an on-pitch ‘safety demonstration’ that became a social media video phenomenon.

Emirates unveiled its ‘Fly Better’ brand promise in October-November 2018, with a launch phase led by the airline’s sports sponsorship portfolio and culminating with AC Milan’s home game against Juventus.

Norwich City’s partnership with Visit Tampa Bay seeks to strengthen the proposition of Tampa Bay as a destination for UK holidaymakers.

Clarity, the business travel company that has taken on almost the entire staff of the defunct Thomas Cook Sport, is keen to restore the latter’s sponsorships with leading sports properties in the UK.

Manchester City shirt and stadium sponsor Etihad worked with the club to create a global skills challenge – running from November 2018 and finishing in June 2019 – based around a seven-stop football freestyler tour of key airline destinations.

The Ultimate Fighting Championship has inked one renewal and four new partnerships since December last year, raising at least $6m (€5.3m) in sponsorship revenue.

Expedia becomes Official Travel Partner of the Champions League for next three seasons The deal will be used as a platform for the Expedia and Hotels

Low-cost airline AirAsia has signed sponsorship deals with leading mixed martial arts and surfing organisations to help grow the brand in important Asia-Pacific markets such as China and Australia

The Ultimate Fighting Championship mixed martial arts organisation plans to host five events in Asia and Australia in 2018 as it consolidates its presence in Asia-Pacific and creates more assets for its expanding regional sponsorship roster.

Dubai-based Emirates is the biggest sponsor in the airlines sector by total spend, biggest deal, number of deals and geographic coverage, according to research by Sports Sponsorship Insider into the airlines sector.

Flag carrier Qatar Airways this month became the latest major company to sign a deal with Formula E – having decided that the series has reached critical mass and good level of credibility – as the brand bolsters its portfolio ahead of the end of its Barcelona shirt deal.

Dubai-based airline Emirates has made its first sponsorship investment in professional cycling by signing a four-year deal as co-title sponsor of the WorldTour cycling team formerly known as Lampre-Merida.

For 2016-17, we have researched 346 deals, including 70 deal values, across 44 major airlines to map out the sponsorship landscape in the airline sector.

Last year, Sports Sponsorship Insider caught up with Marshall Osborne, Uber’s head of sports partnerships, for an informal video interview at the Sport Business Summit in London.

App-based taxi network Uber is consolidating its presence in sport by moving from single season to multi-year sponsorship deals with major US sports franchises and planning new deals with European sports partners.

App-based taxi network Uber has signed as the Exclusive Ride-Sharing Partner of the Washington Capitals, Washington Wizards and Verizon Center under a three-year deal, from mid-2016 to mid-2019.

Battery manufacturer Duracell is expanding its return to sports marketing with a three-year partnership with the Great Run Series which will build brand awareness for a mass audience, Alex Haslam, Duracell UK marketing manager, told Sports Sponsorship Insider.

International sports properties provide a key platform to create positive brand associations for the Turkey’s national flag carrier Turkish Airlines.