Information Technology
Features
Raise Their Game – IBM & Leatherhead FC
In the 2019-20 season, IBM’s ‘Raise Their Game’ partnership with semi-pro Leatherhead FC sought to demonstrate that its Watson AI technology could improve any team’s performance.
Be the One – Microsoft & the NFL
NFL sponsor Microsoft activated around the 2020 Super Bowl with an inspirational, equality-focused campaign based on the story of 49ers coach Katie Sowers.
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.
Sponsorship to drive IOC revenue growth in 2017 to 2020 cycle
Sponsorship will represent a far greater proportion of the International Olympic Committee’s income in the four-year cycle from 2017 to 2020 because of “significant increases” at TOP partner level, Chris…
Goals Beyond the Game – Rakuten & FC Barcelona
The 2018 ‘Goals Beyond the Game’ campaign showcased Rakuten and Barcelona’s shared support for the United Nation’s Social Development Goals.
Make Believe Happen – Microsoft & the NFL
Make Believe Happen was a multi-channel, multi-phase campaign that ran the length of the 2018-19 NFL season, pushing Microsoft’s Surface products to a wide audience by showing how star player ambassadors use them in their personal lives.
Kit Launch Platform – Fanatics, Luke 1977 & Aston Villa
Isobar and Aston Villa developed an immersive digital platform specifically to launch the club's 2018-19 kits.
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.
Oppo, Infosys add cash and new energy to Roland-Garros roster
The French Tennis Federation (FFT) has struck two deals for the Roland-Garros grand slam tournament.
Infosys showcases award-winning technology innovation experience at 2018 Nitto ATP Finals
Bright Partnerships: 2019 UK Sponsorship Award Winner for the Best B2B Sponsorship
Intel, ESL expand global partnership, launch $100m esports investment plan
US tech brand Intel has expanded its relationship as Global Technical Partner of ESL, the world’s largest esports event organiser
Case Study: Dimension Data and the Tour de France
A good sponsorship creates value for both parties
Amazon Web Services gets global seat at Formula One table
Amazon Web Services, the cloud computing subsidiary of Amazon
ABB adds to fast-growing Formula E revenues
Swiss technology company ABB will pay nine-figures in dollars for title sponsorship rights to the FIA Formula E Championship over the deal's duration.
Sponsorship in the IT sector, 2018
Sponsorship attracts top-dollar from fast-growing e-commerce businesses
Dell Technologies: Raising awareness of Dell-EMC merger
Dell Technologies is using sports sponsorship to grow awareness of the brand and its products and services following its creation in the merger of personal computer brand Dell and the EMC software brand…
Dell Technologies joins top echelon at McLaren
The McLaren Formula One team has signed a multi-year partnership with Dell Technologies – the first global partnership made by the company since its merger with EMC in 2016.
IBM extends with US Open, quits two Grand Slams
Global technology company IBM has extended its US Open sponsorship for five years, from 2017 to 2021, in a deal comprising cash, value in kind and minimum advertising commitments.
SAP: New sponsorship head heralds change of strategy
SAP, the world’s largest enterprise application software company, is changing its wide-ranging sponsorship portfolio after a major review by the new head of global sponsorships at SAP.
Sponsorship in the IT sector, 2016-17
For 2016-17, we have researched 134 properties, including 51 deal values, and covering 27 IT brands to map out the sponsorship landscape in the IT sector.
IBM: Opportunities to collaborate crucial to decision-making
Information technology company IBM is looking for opportunities to build infrastructure with its sponsorship partners as a key element when selecting deals.
Iberdrola: Helping women and society in the Spanish market
Electricity-utility company Iberdrola is working in cooperation with the Spanish Department of Sport (CSD) to support a drive to increase the promotion and participation of women’s sport at all levels in Spain.
Intel: Creating content from sports technology
Computer technology company Intel has refocused the brand's sports sponsorships on “amazing experiences outside” over the least two years in order to showcase technology that enhances digital sports coverage.