ThisIsGrandeza – adidas & Real Madrid
At the start of June 2021 adidas and Real Madrid rolled out a multi-stage unity campaign to celebrate the spirit of Madrid and promote the team’s 2021/22 season home, away and third kits.
The Numbers Game 2 – Santander & Uefa
Uefa Champions League partner Santander activated its rights in the UK through a virtual campaign from March through December 2020 aimed at helping teach children numeracy from home during Covid-19.
Düren Fährt MAN/Düren Drives MAN – MAN & 1.FC Düren
Leveraging the October 2020 cup match between two teams its sponsors – Bayern Munich and fifth-tier side 1. FC Düren – MAN exploited media interest in the underdog by giving the club a state-of-the-art coach with bespoke branding.
Cryptocurrency platform Bitci’s sport sponsorship track record key to Fiba deal
The International Basketball Federation (Fiba) conducted an exhaustive review of its blockchain-related sponsorship options before choosing Turkish company Bitci as its global partner in the category
Messi inspires major uplift in PSG’s premium tier with Crypto.com deal
The ‘Messi effect’ has kicked in at Paris Saint-Germain with cryptocurrency exchange Crypto.com
Years of market research led to MLB’s lucrative global deal with FTX
The five-year, global deal with cryptocurrency exchange FTX, secured in June, saw Major League Baseball join the growing list of sports rights-holders signing up cryptocurrency exchanges after a long evaluation…
Slync.io makes five-year title commitment to golf’s Dubai Desert Classic
Logistics software company Slync.io’s agreement to become title sponsor of the Dubai Desert Classic is understood to run for five years, from 2022 to 2026.
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.
Data Snapshot: MLS 2019
Central and club shirt deals in Major League Soccer.
Vikings Draft Virtual Happy Hour – Miller Lite & the Minnesota Vikings
In April 2020, the Minnesota Vikings and official beer partner Miller Lite responded to the pandemic by pivoting from a physical to a virtual livestream Draft Party.
Thank You Basketball – Foot Locker & the NBA
In July 2020, Foot Locker’s House of Hoops sub-brand debuted a short form video to welcome back the NBA and build affinity with hoops fans.
Let’s Rally – Bank of America & MLB
Mid-pandemic, in July 2020, Bank of America shifted its MLB activation from awareness to focus on a social good campaign supporting Boys & Girls Clubs of America.
ThisIsGrandeza – adidas & Real Madrid
At the start of June 2021 adidas and Real Madrid rolled out a multi-stage unity campaign to celebrate the spirit of Madrid and promote the team’s 2021/22 season home, away and third kits.
The Numbers Game 2 – Santander & Uefa
Uefa Champions League partner Santander activated its rights in the UK through a virtual campaign from March through December 2020 aimed at helping teach children numeracy from home during Covid-19.
Düren Fährt MAN/Düren Drives MAN – MAN & 1.FC Düren
Leveraging the October 2020 cup match between two teams its sponsors – Bayern Munich and fifth-tier side 1. FC Düren – MAN exploited media interest in the underdog by giving the club a state-of-the-art coach with bespoke branding.
Healthier, Longer, Better Lives – AIA & Tottenham Hotspur
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.