New Activation Case Studies

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Tennis

Stella Artois used its association with the Wimbledon tennis grand slam to launch a range of live, digital and on-pack promotions.
Golf

Capgemini sought to harness its technology and business transformation expertise to improve the fan experience at the 2023 Ryder Cup in Rome.
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.

 

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 Football

Betway has furthered its Premier League presence via a global betting partner deal with Manchester City to add to similar agreements with Arsenal and Brighton, plus its West Ham shirt sponsorship.
Sponsorship & Marketing Football

Atalanta has profited from its rising commercial appeal on the back of winning the Uefa Europa League by landing a three-season shirt sponsorship with sparkling water brand Acqua Lete
Sponsorship & Marketing Football

VaideBet terminating its record shirt sponsorship of Corinthians has not dissuaded the Brazilian club from doing business with betting operators, with rival Esportes da Sorte stepping into the breach.
Sponsorship & Marketing Rugby Union

Qatar Airways has expanded its presence in rugby union through a sponsorship - brokered by Pitch International - of the British & Irish Lions tour to Australia next summer.
Sponsorship & Marketing Cricket

Yorkshire joins Warwickshire in entering the stadium naming rights marketplace, appointing Sporting Group International to seek out a new sponsor.
Technology Australian Rules Football

Nine months on from the Australian Football League (AFL) appointing TGI Sport to manage its in-stadia signage, both parties have established a new agency, Lumen8 Media, to take on the job.
Sponsorship & Marketing Motorsport

Mastercard’s lengthy consideration of the F1 market has seen it enter into an agreement with McLaren Racing to become a ‘major sponsor’, following a process that saw several F1 teams jostle for Mastercard’s signatu…
Sponsorship & Marketing Football

Gambling firm Betway has today been announced as the new title sponsor of South Africa’s Premier Soccer League in a three-year deal worth around R900m (€45m/$49m).

American Activation Case Studies

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.
American Football

Mars Snacking delivered an augmented reality experience to activate its NFL sponsorship rights at Super Bowl LVIII.

European Activation Case Studies

Basketball

BKT Tires created the 'BKT Heartbeat Challenge' campaign to drive fan engagement around a ranking of EuroLeague's most vocal supporters.
Cricket

Metro Bank has chosen to champion women's and girls' cricket in its first ever foray into sports sponsorship.
Darts

Paddy Power leveraged its World Darts Championship title sponsorship rights in support of the charitable organisation Prostate Cancer UK.

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.