Welcome to Hell – Under Armour & FC St. Pauli
In summer 2016, for Under Armour’s first St. Pauli kit, supplier and club worked with agency Nordpol on a campaign that spanned social, PR and at-stadium strands and was led by an online film focused on a redesigned players tunnel.
5G Call & Shot of the Night – Oppo & the Fédération Française de Tennis
Chinese smartphone brand Oppo’s campaign around the 2020 French Open spanned online and on-site initiatives to promote the 5G Find X2 Pro handset, primarily targeting young adults.
Blind Match – Suzuki & Torino FC
Suzuki’s 2018-19 activation of its Torino shirt front deal was inspired by the increasing popularity of dating apps.
StoneX fills lead sponsor role at Saracens in Pitch International-brokered deal
English rugby club Saracens has filled its headline sponsor designation with financial trading company StoneX in a deal brokered by sports marketing agency Pitch International
Lega Serie A achieves uplift in Sony Supercoppa deal
Lega Serie A has struck a deal giving technology giant Sony’s PS5 games console the title sponsorship rights around the 2020 Supercoppa Italiana.
Tipico’s four-year extension netted Bundesliga International fee uplift
The German Football League's recent renewal with betting operator Tipico is worth an increase on the value of its existing Bundesliga sponsorship, SportBusiness understands
Klein: Mondelēz International activation to be among largest in Bundesliga International era
The German Bundesliga’s newest sponsorship deal, with multinational confectioner Mondelēz International, will help “promote the league to a broader audience” and the activation plans are significant, accord…
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.
Data Snapshot: Motorsport 2019
The top central and team title deals across Formula One, Formula E and MotoGP.
ASO signs Shimano as Tour de France sponsor after Mavic deal ends early
Japanese bicycle component manufacturer Shimano has stepped up its involvement in cycling by signing with the Amaury Sport Organisation (ASO), organisers of events including the Tour De France
LEC upgrades KitKat to main sponsor in Sportfive-brokered deal
The League of Legends European Championship (LEC) has expanded its association with Nestle’s global confectionery brand KitKat in a deal brokered by Sportfive.
Ally to sponsor inaugural Nascar Cup Series race at Nashville Superspeedway
Ally Financial, a leading digital financial-services company, has been named the presenting sponsor of the inaugural Nascar Cup Series race at Nashville Superspeedway in June
FAI signs SSE Airtricity double sponsorship, hunts national team lead sponsor
SSE Airtricity, the Irish energy supplier, has extended its title sponsorship of Ireland’s top-tier men’s league for two years and had also become the title sponsor of Ireland’s Women’s National League.
The
Armani’s EA7 sports brand sponsors Cortina 2021 in deal brokered by Infront
The EA7 sports brand of fashion house Emporio Armani has been named as the main sponsor of the 2021 FIS Alpine World Ski Championships.
Irish sponsorship market expected to grow in 2021 after 24-per-cent drop
Marketing and sponsorship agency Onside has published its annual Irish Sponsorship Industry Survey report, which indicates 2020 saw the Irish sponsorship market shrink by €54m ($65.5
Round-Up: Fifa opens CWC ticket sales, Indonesian Liga 1 decision today, Chinese tennis warns players against travel, and more
Fifa is offering Visa credit card holders in Qatar access to a special presale of Club World Cup tickets, for the competition that starts on February 4
Bids invited for Uefa club competition licensing rights across quartet of categories
Uefa and the Team Marketing agency have initiated the process to invite offers for licensing rights across four more categories for the 2021-24 club competitions cycle
American Activation Case Studies
Marathon City – Tata Consultancy Services & the New York Road Runners
Given the limited capacity of the New York Marathon, title sponsor Tata Consultancy Services activated its rights in 2018 and 2019 with a 3D game letting visitors to the Marathon Expo compete over the marathon’s final 100m.
Swing – Grant Thornton & the PGA Tour/The Players Championship
Grant Thornton leveraged its rights at the 2020 Players Championship with a Rickie Fowler-fronted ad campaign.
The Match II – Cisco & Turner Sports
In May 2020, Cisco stepped in as a ‘content integration’ partner of ‘The Match: Champions for Charity’, the blockbuster live golf matchplay event featuring Tiger Woods, Phil Mickelson, Tom Brady, and Peyton Manning.
European Activation Case Studies
Welcome to Hell – Under Armour & FC St. Pauli
In summer 2016, for Under Armour’s first St. Pauli kit, supplier and club worked with agency Nordpol on a campaign that spanned social, PR and at-stadium strands and was led by an online film focused on a redesigned players tunnel.
5G Call & Shot of the Night – Oppo & the Fédération Française de Tennis
Chinese smartphone brand Oppo’s campaign around the 2020 French Open spanned online and on-site initiatives to promote the 5G Find X2 Pro handset, primarily targeting young adults.
Blind Match – Suzuki & Torino FC
Suzuki’s 2018-19 activation of its Torino shirt front deal was inspired by the increasing popularity of dating apps.
Asia-Pacific Activation Case Studies
#MeriTeamMeriLeague – Yes Bank & the Indian Premier League
To leverage its 2019 IPL sponsorship, Yes Bank created an activation programme aimed at Micro, Small and Medium Enterprises (MSME).
Loudest Cheer Trophy Tour – Aeroflot & Fiba
To leverage its sponsorship of the 2019 Fiba Basketball World Cup in China, Aeroflot activated its status as presenting partner of the FIBA Basketball World Cup Trophy Tour via a multi-strand campaign that included a collective video, app, social, pop-ups and a ticket contest.
Racing for the Future/Pioneers – ABB & Formula E
Through the 2019 season, AAB activated its rights as the title partner of the Formula E racing series through a short-form content series based on solving contemporary urban challenges.