Soccer

Baseball

Insurance company New York Life has bolstered its sports sponsorship portfolio through deals with Major League Baseball and US Soccer.
Soccer

In late 2022, Heineken leveraged its sponsorships of the UEFA Men’s and Women’s Champions Leagues through a local activation - part of its umbrella ‘Cheers To All Fans’ platform - in Barcelona built a…
Soccer

In April 2022, ALMA (Association to Fight Alzheimer's Disease) teamed up with Argentina’s Racing Club and skipper Leonardo Sigali for a stunt - a post-match pitch-side interview in which the player failed t…
Soccer

Brahma has been a long-time sponsor of Brazilian football - with official partnerships ranging from the national team to major tournaments and club sponsorships - but when health and safety-led legislation…
Soccer

In 2022, disinfectant brand Dettol leveraged its partnership with the FA and England Football around UEFA Women’s Euro 2022 through an integrated activation programme spanning TV, OOH, digital, social a…
Soccer

In Spring 2022, during the top Mexican football division (Liga BBVA MX) season, Corona (which holds multiple Mexican football team sponsorships) increased in-stadium beer sales by turning team jerseys…
Soccer

In 2021, leading Brazilian soft drinks brand and women’s national football team sponsor Guaraná Antarctica leveraged the Tokyo Olympics, ambushed official IOC partner and major competitor Coca-Cola an…
Soccer

Founded in 1857, Sheffield Football Club is the FOAT (First of All Time) and yet today the club plays in the eighth tier of English football, so in Autumn/Winter 2021 it partnered with EA Sports FIFA 2022…
Soccer

During the 2020 Colvid-19 lockdown, Hungarian Football Federation sponsor Magyar Telekom worked with agency Mito Budapest to lift the nation’s spirit and drive national unity through a TV and mobile b…
Soccer

BT-owned mobile brand EE’s July 2022 ‘Not her Problem: Hope United’ initiative activated its UK home nations football association sponsorships and leveraged spiking women’s football interest around UEFA Wo…
Soccer

To drive awareness of the challenges of dyslexia and other reading/writing disorders and support those who suffer from it amongst the Germany football community, Hamburger SV (HSV) rolled out an October 2021 guerrilla style campaign called ‘Dyslexia Jersey’ at a home game during ‘European Dyslexia Awareness Month’. A pair of jerseys with misspelt players’ names on the back were worn on the pitch during a game supported by television, in-stadium and social media explanatory content.
Soccer

To leverage VW’s Uefa sponsorship rights around Euro 2020 which, due to Covid-19, eventually took place between June 11 and July 11 2021, VW Denmark identified that its national EV market was ‘immature’ and ‘…
Soccer

VW activated its rights as an official sponsor of Uefa Women’s Euro 2022 via an on-pitch stunt and social campaign called ‘Tiny Buzz Car’, based around a miniature remote-controlled car delivering the o…
Soccer

In May 2022, UEFA partnered PepsiCo’s snack and sports drink brands Lays and Gatorade for an activation around the Women’s Champions League final through a linked grassroots pitch and tournament initiative in host city Turin which saw the crisps brand build a community pitch from recycled packaging and then the sports drink run an all-women’s ‘Gatorade 5v5’ tournament on it.
Soccer

Running through the Covid-affected 2020-21 international season, Bednet and ClassContact activated their partnership with the Royal Belgian Football Association (KBVB/URBSFA) for a kids’ cause campaign which connected the men’s national team training sessions to unwell children confined to bed.
Soccer

In May 2022, Uefa sponsor Mastercard leveraged its rights around the Men’s Champions League Final through a global campaign built around brand ambassador Lionel Messi. The campaign led with a hero film featuring a young Messi’s first flight to Spain to start his career playing for FC Barcelona.
Soccer

In September 2021 Premier League giant Arsenal FC teamed up with ecology restoration non-profit CarbonLink (and Bore Green Umbrella) for a philanthropic initiative in Africa called ‘The Arsenal Forest’: a sustainability initiative aimed at off-setting the carbon consumption of the club’s matchday programme whilst also supporting local communities and local football clubs.
Soccer

In August 2021 Danish sportswear brand Hummel leveraged a trio of its official football club supplier tie-ups – Everton FC, Southampton FC and Brondby IF – on a kit-based collaborative campaign called The Rainbow Jersey to support the LGBTQ+ community, fight against discrimination in football and raise funds for local inclusivity non-profits.