Sponsorship Works

#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.

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.

Turkish betting company Nesinse.com built a special hospitality area to entertain female Beşiktaş fans and raise brand awareness among women supporters.

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 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.

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

PROJECT DETAILS Sponsorship title: Jaguar XF Sportbrake Reveal: Official Car Partner of AELTC, The Championships, Wimbledon Duration of sponsorship: July 2015 – July 2017 E

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

PROJECT DETAILS Sponsorship title: Stanley Black & Decker, Official Partner of FC Barcelona Women Duration of sponsorship: March 2018 – Ongoing E

PROJECT DETAILS Sponsorship title: Official Partner of the Indian Super League Duration of sponsorship: November 2017 – November 2018 (1 year) E

PROJECT DETAILS Sponsorship title: Total, Official Partner of the Confederation of African Football Duration of sponsorship: 2017-2024 Entered by: Lagardere Sports

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