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Unity in Passion/#WalkOnAnfieldMH – Malaysia Airlines & Liverpool FC
The stand-out activation in Malaysia Airlines' three-season partnership with Liverpool was a spring 2018 contest that incentivised fans to create and share their unique Liverpool cheers.
Goals Drive Progress – Audi & MLS
In July 2019, Audi’s American arm launched a new multi-year youth initiative within its MLS activation programme called ‘Goals Drive Progress’.
Gaming Safety Video – Delta Airlines & Chelsea FC
In 2016-17, Delta leveraged its Chelsea partnership to refresh its in-flight safety video with an animated film featuring stars Willian, Gary Cahill and César Azpilicueta.
18-19 Shirt Sponsorship – M88 & AFC Bournemouth
Bookmaker M88 activated its 2018-19 Bournemouth shirt sponsorship with initiatives spanning fan promotions, live events and a comic video series aimed at fans and customers in Asia.
Guinness World Records – MoPlay & Manchester United
Through late 2018 and early 2019, Manchester United’s global betting partner brought in several players to attempt two football skills world records.
Manchester United to promote Malta in new sponsorship deal
Manchester United has signed a three-year sponsorship deal with the Government of Malta and the Malta Tourism Authority that will promote the island nation to the English Premier League club’s global f…
Deliveroo adds PSG to sponsorship portfolio
Food delivery company Deliveroo has entered into a partnership with French Ligue 1 football club Paris Saint-Germain
Real Sociedad reveal new stadium name, shirt sponsorship imminent
La Liga’s Real Sociedad will open its newly renovated, 40,000-capacity stadium – under the new Reale Arena moniker – on Saturday, while the club is close to striking a new shirt sponsorship deal.
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Mainz, Augsburg secure sponsor extensions
Mainz 05 has extended partnerships with financial services firm Sparkasse Mainz and textile management company Mewa, while fellow German Bundesliga football club FC Augsburg has renewed agreements with…
Team Talk Safety Film – Qatar Airways & AS Roma, Bayern Munich and Fifa
At the start of December 2019, Qatar Airlines leveraged its sponsorships with AS Roma, FC Bayern Munich and Fifa with an in-flight safety video based around a fictional pre-match team-talk.
All Red – Carlsberg & Liverpool FC
Long-time club sponsor Carlsberg celebrated the May 2019 anniversary of Liverpool going ‘all-red’ with a limited edition red-label red barley beer.
On-Pitch Safety Demonstration – Emirates & Hamburger SV
In 2016, Emirates leveraged its Hamburg shirt sponsorship with an on-pitch ‘safety demonstration’ that became a social media video phenomenon.
#SAPManCityHeroes – SAP & Manchester City
A digital campaign run by Manchester City, sponsor SAP and the Cityzens Giving programme, the activation ran from February to July 2019 and highlighted the fans who helped their communities thrive.
Visit Rwanda – Rwanda Development Board & Arsenal
In 2018-19, the Rwanda Development Board activated its deal with Arsenal via a suite of efforts aimed at making tourism a key contributor to the country’s economy.
Four Districts, One Purple Heart – Le Coq Sportif & Fiorentina
Fiorentina and Le Coq Sportif launched their 2017-18 kit via a digital-first campaign promoting the familiar purple home jersey alongside four away kits – each representing one of the city’s ancient neighbourhoods.
Reward Yourself – Hotels.com & Tottenham Hotspur
Expedia-owned Hotels.com activated its rights at Spurs during the 2018-19 season with a programme that spanned digital signage, perimeter LEDs, big screens and interior television both at the club’s temporary Wembley home and then its new stadium.
Rewards Experiences – Marriott & Manchester United
Marriott signed as Manchester United’s first official hotel partner primarily to promote awareness of its new Marriott Bonvoy Rewards brand.
Fly Better – Emirates & AC Milan
Emirates unveiled its ‘Fly Better’ brand promise in October-November 2018, with a launch phase led by the airline’s sports sponsorship portfolio and culminating with AC Milan’s home game against Juventus.
Take to the Field with Lazio – Marathonbet & SS Lazio
In 2018-19, Marathonbet gave Lazio fans the chance to have their selfies become part of an image on the team’s shirt for the 29 October home match against Inter Milan.
Most Emotional Moment – Google & Bayern Munich
As part of Bundesliga champions Bayern Munich’s 120th anniversary celebration in February 2020, the club invited fans to vote for the most emotional moment in its history through an initiative run in harness with new partner Google.
Fan Financial Statement – eToro & six Premier League clubs
In November 2019, eToro leveraged its six Premier League club sponsorships to promote the ‘Fan Financial Statement’, a report that showed how fans were – and weren't – getting value-for-money from their spending on football.
#PowerOn – Duracell & Chelsea FC
In December 2019, battery manufacturer Duracell became the first brand to sign-up to one of Chelsea’s trial, short-term partnerships.
Team Up – Nedbank & Premier Soccer League
Nedbank, title sponsor of South Africa’s top club football cup, activated its rights around the May 2019 final to aid the response to flooding in host province KwaZulu-Natal.
Rising Stars – Wanda Group & Fifa
Wanda activated its rights around the 2018 Russia World Cup through a multi-strand activation spanning a flag-bearer experience, hospitality programme, fan ticketing and a digital experience.
Yellow & Green Dream Tour – Visit Tampa Bay & Norwich City
Norwich City’s partnership with Visit Tampa Bay seeks to strengthen the proposition of Tampa Bay as a destination for UK holidaymakers.
Liverpool takes a chance on Nike in search of sales growth
Dan Haddad, head of commercial strategy at Octagon UK, looks at the potential upside for Liverpool in switching kit supplier rights from New Balance to Nike.
The Match Against Bullying – Swedbank & the Swedish Football Association
‘The Match Against Bullying’ was a cause-led initiative by the Swedish FA and national stadium sponsor Swedbank, working in tandem with the Friends charity.
Share the Drama, Share the Trophy – Heineken & Uefa
Heineken’s 2017-18 Champions League activation used immersive and experiential content to inspire influencers, fans and media to engage with the drama of the competition.