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.
‘The Match Against Bullying’ was a cause-led initiative by the Swedish FA and national stadium sponsor Swedbank, working in tandem with the Friends charity.
Heineken’s 2017-18 Champions League activation used immersive and experiential content to inspire influencers, fans and media to engage with the drama of the competition.
Hummel’s pre-2018 Fifa World Cup kit launch with the Danish Football Association (DBU) put the players in shirts belonging to fans.
Manchester United has signed a three-year sponsorship deal with the Government of Malta and the Malta Tourism Authority that will promote the island nation to the English Premier League club’s global f…
Food delivery company Deliveroo has entered into a partnership with French Ligue 1 football club Paris Saint-Germain
La Liga’s Real Sociedad will open its newly renovated, 40,000-capacity stadium – under the new Reale Arena moniker – on Saturday, while the club is close to striking a new shirt sponsorship deal. T
Sony boosted the profile of its Xperia smartphones via its 2017-18 Uefa Champions League sponsorship that featured a Gogglebox-style activation called #ChampionsSofa.
Global bank HSBC signed a five-year deal with Tottenham Hotspur that prioritises rights linked to the stadium-led regeneration of the local area.
Around Peru’s World Cup 2018 away play-off match against New Zealand, national-team sponsor Cristal ‘hacked’ the opposition team’s shirt so the stadium in Wellington appeared full of away support.
In 2015-16’s Dacia Family Project, Udinese and the car brand set out to encourage long-term attendance and loyalty by urging supporters to create a new generation of Udinese fans – literally.
US personal care brand Remington signed a multi-year global partnership with Manchester United after a two-year selection process.
The 2018 ‘Goals Beyond the Game’ campaign showcased Rakuten and Barcelona’s shared support for the United Nation’s Social Development Goals.
Hertha Berlin and sponsor Deutsche Bahn marked the 30th anniversary of the fall of the Berlin Wall with a limited-edition shirt and an advertising campaign with the tagline ‘We Do Not Accept Walls’.
Blackwell Global leveraged its assets as Everton’s ﬁrst Oﬃcial Brokerage Partner through a player-fronted campaign that engaged traders through a contest incentivized via club-linked prizes.
China’s General Administration of Sport has announced 'Team China' as the collective brand name for its national sports teams.
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.
Cryptocurrency sportsbook Sportsbet.io activated its Watford sponsorship through a two-pronged (shirt and sleeve) campaign that set out to simultaneously build its brand and drive awareness of Bitcoin.
Siemens showcased its data and analytics expertise by recording and visualising the fan energy and emotion of matches at Bayern’s Allianz Arena.
‘The Great Feyenoord DNA Study’ of 2018 saw sponsor Opel build data on the the club’s supporters by giving them a chance to understand their devotion to the team by literally studying their DNA.
AIA leveraged its partnership with Tottenham Hotspur to create video content pushing its umbrella corporate commitment to helping people live ‘Healthier, Longer, Better Lives’ across Asia-Pacific.
In October, Fashion Box, the parent company of Replay, agreed to a four-year deal with Paris Saint-Germain for rights to become the club’s first ‘Official Denim Partner’. The deal is worth between €1.1m ($1.
Club and sponsor worked with agency Publicis Italia to turn a Serie A match against Lazio into a live auction raising funds for a set of fan causes.
Atléti and its official dental services provider promoted their partnership in 2017-18 with ‘Clench Your Teeth’.
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.