Football
Features
Priceless Wave – Mastercard & Uefa
For the 2020 Champions League’s return in August, Uefa partner Mastercard created a best practice example of how sponsors could switch physical experiences for virtual activations amid the pandemic.
No Fuss. Football as It Should Be – Nike & VfL Bochum
Bochum and Nike’s campaign promoting the club's 2020-21 jersey led to tripling the previous season’s shirt sales and generating record revenue even without fans in the stadium or the physical club shop.
No Stadium. No Problem – Hotels.com & Uefa
For the final stages of the 2020 Uefa Champions League, with matches played behind closed doors after the tournament’s pandemic-enforced shutdown, Hotels.com activated around the idea of watching the match from somewhere special.
One Nation, One Jersey (One Beer) – Castle Lager & the South African Football Association/SA Rugby/Cricket South Africa
In March 2019, Castle Lager leveraged its trio of South African national team sponsorships with a campaign revolving around a blended national team jersey, with live events, experiences, TV and social content and on-pack work.
Product of Our Earth – Adidas & CA Osasuna
Ahead of the 2020-21 season, CA Osasuna and kit supplier adidas rolled out an integrated online campaign promoting a trio of new centennial kits focusing on the local region, its land and symbols.
Nilox e-mobility brand renews with Juventus for another year
Electric mobility brand Nilox has renewed its sponsorship with Italian Serie A club Juventus for the 2020-21 season
Manchester United to promote Malta in new sponsorship deal
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…
Deliveroo adds PSG to sponsorship portfolio
Food delivery company Deliveroo has entered into a partnership with French Ligue 1 football club Paris Saint-Germain
Real Sociedad reveal new stadium name, shirt sponsorship imminent
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.
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Ready for Leeds – adidas & Leeds United FC
Taking over as kit supplier in 2020-21, adidas brought Leeds United into its pandemic-influenced, global ‘Ready for Sport’ brand platform when unveiling the new kit in mid-August 2020.
Romeo y Julio. Football, Passion and Love – Uber & Sevilla/Real Betis
Uber leveraged its partnerships with the two Seville football clubs with a digital video-led campaign that promoted respect in the rivalry around the April 2019 derby.
Santander Media House – Santander & Uefa
Uefa partner Santander brought the excitement of the 2020 Champions League Final in Lisbon to the world through an enhanced edition of its ‘Santander Media House’
Ready for Family, Ready for Union – Adidas & FC Union Berlin
At the start of the 2020-21 Bundesliga, FC Union Berlin and technical partner adidas rolled out a family-focused digital campaign to promote the club’s new shirt.
Superhéroes – Audi & Real Madrid
In January 2020, Real Madrid sponsor Audi celebrated the team’s Spanish Super Cup victory with a digital campaign presenting the players as superheroes and promoting the new Audi R8 Decennium.
Herritik Sortu Zinalako/Born of the People – New Balance & Athletic Club Bilbao
New Balance and Athletic Bilbao sought to drive pre-orders of the 2020-21 home kit with a campaign solidifying the connection between the team, the kit and the fans.
Solidarity Sneakers – Timpers & Levante UD
In June 2020, Levante and Timpers launched a range of sneakers to raised disability awareness and generate funds for the club’s foundation.
Shared Goals – adidas & Juventus
October/November 2019 saw adidas and Juventus launch the club’s fourth kit via a fashion-meets-football campaign in partnership with Palace Skateboard.
2020-21 Home Kit Launch – Puma & AC Milan
With Covid-19 still raging in July 2020, Puma & AC Milan used an Instagram-led campaign – celebrating Milan’s contemporary design culture and architecture – to launch the 2020-21 home kit.
Goals of Kings – Budweiser & Premier League/LaLiga
In Colombia, Budweiser used its official partnerships with the Premier League and LaLiga to create a 2019 campaign based on famous goals from the two leagues.
Cap Amunt, Semper Amunt – Estrella Damm & RCD Mallorca
In April 2019, as Mallorca pushed for promotion back to Spain’s top tier, long-time official beer partner Estrella Damm launched a PR, OOH and social campaign to support the side through the season climax.
Are You Ready for This? – Kappa & SSC Napoli
Napoli and Kappa promoted the club’s 2019-20 home jersey through a campaign creatively themed around the kit’s pixelated design that spanned street graffiti, PR, a launch event, live in-store signings and social media content.
Treningday – Trenitalia & Bologna FC 1909
In late June 2020, Bologna sponsor Trenitalia marked the end of Italy’s strict coronavirus lockdown with a campaign linking the restart of its ‘Frecciarossa’ high speed train services and the restart of Serie A.
Con Te. Dal Primo Giorno/With You. Since the First Day – Gaslini Children’s Hospital & Genoa CFC
Genoa promoted its partnership with the Gaslini Children’s Hospital by gifting all newborns in 2020 a free baby-sized team shirt.
Blue Moon – Cisco & Man City
Launched to leverage the restart of the Uefa Champions League in 2020, Manchester City official technology partner Cisco rolled out a campaign promoting its Webex video conferencing brand.
Alien in the Dressing Room – Audi & FC Barcelona
Jumping off the idea that the Barca team is out of this world, Audi leveraged its sponsorship to launch its new Audi e-tron in April 2019 via an alien-themed campaign spanning TV, print and social media.
Duel/Fun Raised to N – Hyundai & Atlético Madrid
In April 2019, Hyundai’s launch campaign for its new N range leveraged its Atlético sponsorship to emphasise the vehicles’ sporty characteristics.
Akse Jacket Collaboration – Levi’s & Liverpool FC
To mark Liverpool’s 2019-20 Premier League title, partner Levi’s rolled out a clothing collaboration with street artist Akse.
The End of Football – Xylem & Man City
The End of Football was a short disaster movie by which Xylem leveraged its Manchester City partnership to educate football fans about the water challenges facing our planet.