New Activation Case Studies

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Rugby Union

Founded by World Rugby and global insurance firm Gallagher, the academy was developed to increase the prominence of female coaches at elite levels of rugby.
Football

SportBusiness Sponsorship examines how Mexican beer brand Modelo uses a series of watch parties to activate its sponsorship deal with MLS side LA Galaxy.
Football

Pet food brand Purina leveraged a pre-season tour sponsorship deal with Arsenal Women to create a global social media campaign about the positive impacts of pet ownership.

 

Key Deal Stories

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Golf
Sponsorship & Marketing

The European Tour group took advantage of its new Associate Partner level sponsorship offering to secure Cignpost Diagnostics in July as the tour’s ‘Official Health Diagnostics and Screening Partner’. C
Golf
Sponsorship & Marketing

ProMedica’s 10-year sponsorship of the United States Golf Association (USGA), from 2022 to 2031, signed in January, has underscored the growing value of the women’s golf majors.
Football
Sponsorship & Marketing

EA Sports FC will be the title sponsor of LaLiga competitions from the start of the 2023-24 season in a lucrative agreement unveiled today (Tuesday)
Football
Sponsorship & Marketing

Liverpool has extended its main shirt sponsorship with Standard Chartered Bank for another four years, starting in the 2023-24 season

Data Snapshots

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Rugby Union

Data Snapshot: Six Nations Rugby 2020

In 2019-20, SportBusiness Sponsorship estimates that brands are spending about €129.3m ($142.5m) across the Six Nations and its constituent national rugby unions, in 131 deals.

Motorsport

Data Snapshot: Motorsport 2019

The top central and team title deals across Formula One, Formula E and MotoGP.

Soccer

Data Snapshot: MLS 2019

Central and club shirt deals in Major League Soccer.

More Sponsorship News from SportBusiness 24

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Sponsorship & Marketing Multi-sport

Despite loaning funds to help Le Coq Sportif fulfil its Paris 2024 kit supply commitments, the French National Olympic and Sports Committee (CNOSF) and French Paralympic and Sports Committee (CPSF) have chosen to renew with the embattled sportswear brand.
Sponsorship & Marketing Motorsport

AT&T has announced an expansion to its sponsorship deal with Red Bull Racing that for the first time includes branding on the team car.
Sponsorship & Marketing Football

Juventus has filled one of the vacant positions on its men's team shirt, announcing global asset management firm Azimut as the new sleeve sponsor while TikTok has upgraded to shirt sponsor of the club's women's team.
Sponsorship & Marketing Football

Betway Scores has become the sleeve sponsor of Fiorentina in a deal with the Serie A side that took effect earlier this month
Sponsorship & Marketing Multiple Sports

Sponsorship and data intelligence platform Kore is Two Circles' latest acquisition under Charterhouse Capital Partners ownership, taking the agency’s client base to over 700 companies and strengthening its US presence.
Industry Moves Mass Participation

The Ironman Group has appointed Yanni Andreopoulos as executive vice-president of global partnerships, with Matt Scammell departing from the role after just three months.
Industry Moves Football

Wrexham, the League One side owned by Hollywood actors Ryan Reynolds and Rob McElhenney, has further developed its commercial and communications structure with the hire of Rob Faulkner from the European…
Sponsorship & Marketing Football

Chinese technology company Lenovo has signed as a top-tier sponsor for the coming World Cup cycle, taking over the seventh Fifa Partner berth with world football’s governing body.

American Activation Case Studies

Football

SportBusiness Sponsorship examines how Mexican beer brand Modelo uses a series of watch parties to activate its sponsorship deal with MLS side LA Galaxy.
Ice Hockey

Ontario Lottery and Gaming (OLG) launched an activation at the 2024 NHL All-Star Fan Fair to deliver key messages about its lottery-based games and their contribution to community programmes.
American Football

Rocket Mortgage has created the 'Dreammate' campaign to amplify its role at the 'NFL Draft Experience, the NFL-operated fan festival, which this year takes place close to the company’s headquarters in Detroit.

European Activation Case Studies

Paralympics

Bupa delivered an immersive campaign to highlight its sponsorship of ParalympicsGB during the Paris 2024 Paralympic Games.
Football

In recognition of Skin Cancer Awareness Month in May, ZO Skin Health leveraged its partnership with West Ham United Women to launch the ‘In Plain Sight’ campaign.  
Mass Participation

Havas Play describes how Orange activated its ‘Presenting Partner' rights at the 'Marathon Pour Tous', one of the bespoke events offered by the Paris 2024 organising committee.

Asia-Pacific Activation Case Studies

Football
General Insurance

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.