Sponsorship Works
#EatLikeAPro – Beko & FC Barcelona
#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.
AFL Women’s naming rights – National Australia Bank & the Australian Football League
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 All-Star Awards – PricewaterhouseCoopers & the Gaelic Athletic Association
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.
Official Premier Partner – 76 & Houston Dynamo
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.
Angry Birds Evolution – Rovio & Everton
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.
Stand Red – Standard Chartered & Liverpool FC
Standard Chartered used the ‘Stand Red’ campaign to reinforce its partnership with Liverpool during the club’s Champions League-winning season.
Who’s the Blue? – SAP & Manchester City
With sports statistics more readily available than ever, SAP’s ‘Who’s the Blue?’ campaign tested the knowledge of Manchester City fans through a global social media campaign.
Women’s Day activation – Nesine.com & Beşiktaş
Turkish betting company Nesinse.com built a special hospitality area to entertain female Beşiktaş fans and raise brand awareness among women supporters.
‘Makers Wanted’ title sponsorship – Elk Grove Village & the Bahamas Bowl
Illinois’ Elk Grove Village, the largest industrial park in the US, used its title sponsorship of the Bahamas Bowl college football game to bring in new business.
AS Roma women’s team activation – Hyundai & AS Roma
As part of its wider partnership with AS Roma, Hyundai co-created a video to counter scepticism of women’s football, featuring three male AS Roma fans and three players from the club’s women’s team.
Sponsorship Works 2018
Welcome to Sponsorship Works 2018, the 13th edition of the publication.
This year’s Sponsorship Works brings you 17 case studies of best practice sports sponsorships from around the world. It
Wimbledon provides launch platform for Jaguar cars
PROJECT DETAILS
Sponsorship title: Jaguar XF Sportbrake Reveal: Official Car Partner of AELTC, The Championships, Wimbledon
Duration of sponsorship: July 2015 – July 2017
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Heineken targets ‘Men of the World’ with Champions League Trophy Tour
PROJECT DETAILS
Sponsorship title: Uefa Champions League Trophy Tour presented by Heineken
Duration of sponsorship: Uefa Champions League Exclusive Beer Sponsor since 2005
Entered by: Edelman
Stanley Black and Decker broadens appeal with FC Barcelona Women
PROJECT DETAILS
Sponsorship title: Stanley Black & Decker, Official Partner of FC Barcelona Women
Duration of sponsorship: March 2018 – Ongoing
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Apollo ‘freestylers’ activate Indian Super League deal
PROJECT DETAILS
Sponsorship title: Official Partner of the Indian Super League
Duration of sponsorship: November 2017 – November 2018 (1 year)
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Total amplifies Confederation of African Football in stadia
PROJECT DETAILS
Sponsorship title: Total, Official Partner of the Confederation of African Football
Duration of sponsorship: 2017-2024
Entered by: Lagardere Sports
Audi enters CSI space as partner of Cricket South Africa
PROJECT DETAILS
Sponsorship title: Audi, Official Vehicle Partner to Cricket South Africa and the Proteas
Duration of sponsorship: 2014-2017
Entered by: Levergy Sports and Entertainment Marketing