Activations

Latest Features

A good sponsorship creates value for both parties

David Abrutyn, partner with Bruin Sports Capital, explains how the three-way licensing deal between the NFL, Nike and Fanatics works for the sporting goods giant, which extended its on-field rights partnership with the NFL in March.

This article looks at three activation campaigns run by national team sponsors throughout the 2018 Fifa World Cup.

The NFL will get a healthy increase in combined sponsorship and licensed merchandise revenue from its three-way agreement with sporting goods brand Nike and the online sports retailer Fanatics, industry experts have told Sports Sponsorship Insider.

Expedia becomes Official Travel Partner of the Champions League for next three seasons The deal will be used as a platform for the Expedia and Hotels

Japanese sports equipment manufacturer Yonex has agreed a multi-year extension to its partnership with tennis grand slam the Australian Open

LaLiga side Villareal CF has named another ceramics brand as its fifth principal stadium partner, after signing a new deal with local tile producer Ferro.

Bitmain Technologies-owned bitcoin mining company AntPool has signed a sponsorship deal with NBA basketball franchise the Houston Rockets

Features

The Argentine Football Association added over $1m (€0.9m) in new sponsorship revenue ahead of the 2018 World Cup, striking its first regional partnerships with a quartet of Chinese brands.

Budweiser Budweiser is the official beer of the FIFA World Cup following its parent company Anheuser-Busch's deal until after the 2022 World Cup, worth around $22.

Visa Visa's deal with FIFA runs until 2023, including the next World Cup in Qatar.

This thread of articles reviews the activation campaigns ran by the main FIFA partners and FIFA World Cup sponsors

Vodafone ambush Vivo in the IPL Vodafone, who were partners of the Indian Premier League (IPL) for 10 years, decided to only buy broadcast advertising during match breaks for the 2017-18 season

NatWest's award-winning campaign with The England and Wales Cricket Board (ECB) NatWest have been sponsors of the ECB since 2017 and have a deal running until 2021

KFC launches 'Buckethead' campaign with the Big Bash League and Cricket Australia

After month's of talks, Japanese athletics shoe and apparel manufacturer Asics agreed to sign off a three-year Official Partner deal, from 2017 to 2019, as the federation’s sole kit supplier.