Football
Features
Hugo Boss recommits to sailing flagship, splits sponsorship budget
Fashion brand Hugo Boss is committing significant levels of investment to its four sports sponsorship strands in football, motorsports, sailing and golf.
Hear the Kop Roar – Standard Chartered & Liverpool FC
Liverpool and shirt sponsor Standard Chartered teamed up on an initiative to help eliminate avoidable blindness, activated at Anfield through an audio ‘Kop Roar’ experience.
Fair Play (Genoese Derby) – Peroni & Genoa/Sampdoria
'Fair Play’ was a 2019 campaign from Birra Peroni, the official beer of city rivals UC Sampdoria and Genoa CFC, which incentivised rival fans to hug one another by offering free beer for those participating.
Job of the Match/Fan – Indeed & Eintracht Frankfurt
Jobsite Indeed activated its Eintracht Frankfurt shirt sponsorship through multiple initiatives including ‘Job of the Match’, which introduced supporters to behind-the-scenes jobs within the club.
Women’s World Cup 2019 – Visa & Fifa
Visa leveraged its sponsorship platform at the Women’s World Cup 2019 to support women’s football on the global stage and to tell a broader story that aligned with an audience beyond sport.
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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Mainz, Augsburg secure sponsor extensions
Mainz 05 has extended partnerships with financial services firm Sparkasse Mainz and textile management company Mewa, while fellow German Bundesliga football club FC Augsburg has renewed agreements with…
‘DjMaRiiO v TheGrefg’ charity match – adidas & Real Madrid
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.
Official Beer of the 2018 Fifa World Cup – Budweiser & Fifa
Budweiser’s activation of the 2018 Fifa World Cup spanned four weeks of the tournament and captured attention from every major global market – making Budweiser the most talked about brand during the event.
Premier League Primary Stars – EA Sports & the Premier League
EA Sports’ sponsorship of the Premier League Primary Stars schools programme put the Fifa video game at the centre of the teaching resources provided by EA Sports and drove engagement with teachers and pupils alike.
#EatLikeAPro – Beko & FC Barcelona
#EatLikeAPro was a global, social media-led campaign from FC Barcelona sleeve sponsor Beko (working with Unicef) which aimed to raise awareness of the problems of childhood obesity, raise funds, and offer club- and brand-led solutions to alleviate the problem.
Official Premier Partner – 76 & Houston Dynamo
MLS club Houston Dynamo helped its partner – re-launched gas station brand 76 – grow awareness in the market and resonate with its core audience in downtown Houston – and beyond.
Freestyle World Tour – Etihad Airways & Manchester City
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.
Win Global Exposure – DHL & Leicester City
DHL activated its official logistics partnership with Leicester City via ‘Win Global Exposure’: a B2B campaign targeting small- and medium-sized enterprises.
Angry Birds Evolution – Rovio & Everton
Everton and game maker Rovio activated their sleeve sponsorship by turning three Everton players into limited-edition characters in its latest version of the Angry Birds franchise.
#DHLUnitedDelivered – DHL & Manchester Utd
#DHLUnitedDelivered was a global campaign designed to highlight the official logistics partner’s core business proposition by delivering a ‘Man Utd experience’ to fans of the club worldwide.
Stand Red – Standard Chartered & Liverpool FC
Standard Chartered used the ‘Stand Red’ campaign to reinforce its partnership with Liverpool during the club’s Champions League-winning season.
This Is Home – adidas & Arsenal
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.
Missing Children Summer Transfer Initiative – NCMEC, GMCN & AS Roma
AS Roma used new 2019 summer signing social spots to highlight search for missing children.
Who’s the Blue? – SAP & Manchester City
With sports statistics more readily available than ever, SAP’s ‘Who’s the Blue?’ campaign tested the knowledge of Manchester City fans through a global social media campaign.
Dare to be Different – Audi & Tottenham Hotspur
Audi leveraged its Tottenham Hotspur partnership through a 2018-19 season social video series aimed at bringing to life the car company and club’s shared ‘dare to be different’ philosophy.
Women’s Day activation – Nesine.com & Beşiktaş
Turkish betting company Nesinse.com built a special hospitality area to entertain female Beşiktaş fans and raise brand awareness among women supporters.
AS Roma women’s team activation – Hyundai & AS Roma
As part of its wider partnership with AS Roma, Hyundai co-created a video to counter scepticism of women’s football, featuring three male AS Roma fans and three players from the club’s women’s team.
FA rolls Wembley and St George’s Park assets into BT deal, still falls short on price
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.
Interwetten doubles up Bundesliga club partnerships, adds Sporting Gijón in Spain
Online gambling company Interwetten has added German club VfL Wolfsburg and Spanish club Sporting Gijón to its limited football club sponsorship roster, having all but given up on football sponsorship …