Sponsorship Works

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Sponsorship Works 2019 is a best practice casebook across sponsorship planning, execution and measurement

Finnish state-owned energy company Fortum’s sponsorship of the DreamHack Masters Stockholm 2018 introduced the brand to a new audience of 18-to-35-year-olds in Sweden and the Nordics.

Presenting the Total Health Forum with the NBA allowed Kaiser Permanente to integrate its brand with the US healthcare community and amplify that integration via digital/social extensions.

Two major activations, in 2018 and 2019, showcased the best of the Caterpillar brand through its partnership with the organisers of American Flat Track racing.

Indian tyre-maker Apollo Tyres built a unified marketing campaign that aligned its sponsorship of Manchester United with its Indian properties.

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With the ‘Be a Shot Maker’ campaign, smart phone brand Oppo leveraged its ICC partnership to boost exposure in its South Asian strongholds and new UK target market.

Visa leveraged its sponsorship platform at the Women’s World Cup 2019 to support women’s football on the global stage and to tell a broader story that aligned with an audience beyond sport.

Adidas activated its Real Madrid sponsorship by supporting the first ‘influencers’ charity football match in Spain – at the Santiago Bernabéu – and raising money for the Real Madrid Foundation.

The Infiniti Engineering Academy – Infiniti’s global search for bright engineering talent – was created with the Renault F1 team to connect the Infiniti brand with its customers and a global Formula 1 fan audience.

Unilever’s wide-ranging sponsorship of the Williams Racing Formula One Team addressed business needs across the Rexona brand, customer development and the Unilever supply chain.

To redress the gender imbalance in cycling, in 2018, Škoda UK decided to use its voice within the sport to start a long overdue conversation about the gender gap in professional cycling.

Budweiser’s activation of the 2018 Fifa World Cup spanned four weeks of the tournament and captured attention from every major global market – making Budweiser the most talked about brand during the event.

Nutrition bar Luna Bar took action to resolve the disparity in pay between the US women’s team and their male counterparts before the 2019 Women’s World Cup in France.

Coca-Cola’s NCAA Final Four sponsorship laid the groundwork for the launch of Coca-Cola Orange Vanilla, spreading awareness of the product in host city Minneapolis and the wider US.

Tata Communications’ #MotoGPConnect campaign raised awareness of the company’s broadcast solutions to potential new customers in international sport and positioned Tata as an innovator in the media and entertainment space.   

AIG’s ‘Effort is Effort’ campaign around New Zealand Rugby’s women’s team helped elevate the diversity agenda internally, created a platform to recognise female leadership and brought AIG’s New Zealand Rugby partnership to a new audience.

KFC responded to its ageing customer base and a well-publicised supply problem incident by setting up its own Call of Duty tournament, open to millions of everyday gamers.

EA Sports’ sponsorship of the Premier League Primary Stars schools programme put the Fifa video game at the centre of the teaching resources provided by EA Sports and drove engagement with teachers and pupils alike.

#EatLikeAPro was a global, social media-led campaign from FC Barcelona sleeve sponsor Beko (working with Unicef) which aimed to raise awareness of the problems of childhood obesity, raise funds, and offer club- and brand-led solutions to alleviate the problem.

National Australia Bank (NAB) aligned its assets across the AFL and AFL Women’s competition to meet their brand awareness and affinity objectives and build a strong rapport across AFL’s fan base.

PwC’s sponsorship of the All-Star Awards placed the brand at front of mind for its target audiences by engaging with them through their passion for Gaelic Games.

MLS club Houston Dynamo helped its partner – re-launched gas station brand 76 – grow awareness in the market and resonate with its core audience in downtown Houston – and beyond.

Everton and game maker Rovio activated their sleeve sponsorship by turning three Everton players into limited-edition characters in its latest version of the Angry Birds franchise.

Standard Chartered used the ‘Stand Red’ campaign to reinforce its partnership with Liverpool during the club’s Champions League-winning season.