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.
Closer Than You Think, the activation of Man City partner Xylem, aimed to drive awareness of and uncover solutions to the planet’s water challenges.
In 2018-19, BNP Paribas Fortis’ season-long ‘Purple Cam’ stadium selfie initiative gave every RSC Anderlecht fan an exclusive photo-led experience within the team’s Constant Vanden Stock Stadium.
Energiedirect.nl created an energy product specifically for fans of PSV Eindhoven to try and drive sales and reduce churn in the region.
The 2019 tie-up between newly promoted Norwich and carmarker Lotus was unveiled with ‘Driving Performance’, a campaign spearheaded by a car chase video starring Darren Huckerby and Delia Smith.
‘Terrains’, which debuted in June 2019, was a video-led TV and social campaign from Jeep, activating its Juventus sponsorship with the message that excellence must be achieved through hard work on the toughest territory.
Borussia Dortmund was the first German club to pen an official partnership with the ByteDance-owned platform and launched it with a video-led challenge to boost user engagement and attract a new, younger generation of fans.
The ‘Where Winners Feel at Home’ activation was built around the creation of a fully functioning hotel room – with pitch view – in Bayern’s Allianz Arena.
Paddy Power leveraged its 2019-20 Huddersfield Town FC shirt sponsorship through a hoax kit launch campaign called “Unsponsor #SaveOurShirts”.