SW2018
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
E
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
E
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)
E
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
Social media key to Betfair and FC Barcelona partnership
PROJECT DETAILS
Sponsorship title: Betfair Official Partner of FC Barcelona
Duration of sponsorship: July 2016 – July 2019
Entered by: CAA Sports Consulting
Sponsor’s industry sector: Betting
Right
Extreme Sailing Series VR showcases SAP solutions
PROJECT DETAILS
Sponsorship title: SAP, Title Sponsor of SAP Extreme Sailing Team and Official Technology Partner of the Extreme Sailing Series
Duration of sponsorship: Partner since 2012.
Holiday Inn: London Marathon campaign delivers year-round engagement
PROJECT DETAILS
Sponsorship Title: Holiday Inn – Official Hotel Partner of the Virgin Money London Marathon
Duration of sponsorship: 2008 – 2018 (Campaign 2016 – 2018)
Entered by: Prism & IHG
Sponso
Heroes Tour highlights Continental’s cycle tyre credentials
PROJECT DETAILS
Sponsorship Title: Continental Cycling Heroes Tour
Duration of Sponsorship: March - September 2017
Entered by: Sportizon (event support from Golazo)
Stella Artois wins new customers from Wimbledon hospitality
PROJECT DETAILS
Sponsorship title: Stella Artois, Official Beer of The Championships, Wimbledon
Duration of Sponsorship: 2014 to 2018
Entered by: Octagon Worldwide Limited
Dacia campaign champions rugby league community
PROJECT DETAILS
Sponsorship title: Dacia #FlairPlay Awards
Duration of sponsorship: June-July 2017
Entered by: Dacia
Sponsor’s industry sector: Automotive
Rig
Gorenje unites customers around European handball
PROJECT DETAILS
Sponsorship title: Gorenje: Official Sponsor of the Men’s EHF Euro 2018/2020 and Official Regional Premium Sponsor of the Velux EHF Champions League
CSA deal embeds New Balance in South African cricket
PROJECT DETAILS
Sponsorship title: New Balance, Official Technical Kit Partner to Cricket South Africa and the Proteas
Duration of sponsorship: 2015-2020
Everton players star in Blackwell Global #BluesChallenge demo
Blackwell Global and Everton
Sponsorship title: Blackwell Global #BluesChallenge
Duration of sponsorship: 2017-2022
Entered by: Blackwell Global
Sponsor’s industry sector: Financial Services
Audi Cup connects with ‘Vorsprung durch Technik’ positioning
PROJECT DETAILS
Sponsorship title: Audi Cup
Duration of sponsorship: 2009 – present (every two years)
Entered by: Audi AG
Sponsor’s industry sector: Automotive
Rights
Gillette gets consumer buy-in from Lions Tour promotions
PROJECT DETAILS
Sponsorship Title: Gillette – Official Sponsor & male grooming supplier of The British & Irish Lions 2017 Tour to New Zealand