Football
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Akse Jacket Collaboration – Levi’s & Liverpool FC
To mark Liverpool’s 2019-20 Premier League title, partner Levi’s rolled out a clothing collaboration with street artist Akse.
The End of Football – Xylem & Man City
The End of Football was a short disaster movie by which Xylem leveraged its Manchester City partnership to educate football fans about the water challenges facing our planet.
Amstel Bar Torino – Amstel & Valencia CF
Amstel celebrated Valencia’s 2019 centenary by recreating the bar where the club’s five founders started the team back in 1919.
El Otro Derbi/The Other Derby – Cruzcampo & Real Betis/Sevilla FC
Cruzcampo – beer partner of both Sevillian teams, Real Betis and Sevilla FC – marked the April 2019 derby with an equivalent match between bartender fans of each club.
A Life of Zenit – Gazprom & Zenit Saint Petersburg/Uefa
Gazprom’s December 2019 mini-documentary leveraged its sponsorships with Zenit and Uefa to take football fans behind the scenes of the club.
Nilox e-mobility brand renews with Juventus for another year
Electric mobility brand Nilox has renewed its sponsorship with Italian Serie A club Juventus for the 2020-21 season
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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Jesus Our Supporter – Adidas & Flamengo
To leverage Brazilian side Flamengo’s appearance in the 2019 Copa Libertadores final, shirt supplier Adidas projected the club’s shirt onto the Rio's statue of Christ the Redeemer.
Eine Lige Fur Sich/A League of Its Own – Hypovereinsbank/Allianz & Bayern Munich
An online and in-store led joint campaign from Hypovereinsbank (HVB) and Allianz leveraged their FC Bayern Munich sponsorships to promote their combined insurance/pensions partnership.
Stormtrooper Trophy Escort – Disney & Conmebol
For the November 2019 final of the Copa Libertadores, Disney teamed up with South American Football Federation Conmebol for an on-pitch, pre-match stunt to promote the launch of The Rise of Skywalker.
Pep Loves His LEAF – Nissan & Manchester City
In March 2020, Manchester City automotive partner Nissan promoted its LEAF electric vehicle via a social video series built around manager Pep Guardiola’s personal passion for the car.
Augmented Realty Fireworks Kit Launch – Uhlsport & Fortuna Düsseldorf
Fortuna Düsseldorf and kit supplier Uhlsport launched the team’s 2018-19 season away journey with an augmented reality mobile experience set during the city’s annual fireworks display.
Love at First Watch – Under Armour & Rosario Central/Estudiantes
To promote its new kits for Argentinian clubs Rosario and Estudiantes in 2019, Under Armour struck a deal with Superliga broadcaster TNT for one match each to be shown free-to-air.
PlayStation FC Final – Sony Interactive Entertainment & Uefa
Sony Playstation tied the Champions League to football gaming via a campaign that culminated with ‘The PlayStation FC Final’, a match played in the same stadium as the 2018-19 final one day later.
RB Leipzig Rides Specialized – Specialized & RB Leipzig
Bike manufacturer Specialized announced its official partnership with Bundesliga club RB Leipzig in August 2020 with an integrated campaign that spanned online video, player and product image assets, social content, PR and in-stadium branding.
Football Fans Welcome Home – Santander & Uefa
For its first final as a Uefa Champions League sponsor, in 2019, Santander decided to become the ‘unofficial host’ via an array of on-the-ground activations in its home city of Madrid.
Opening Ceremony – Pepsi & Uefa
At the 2018-19 Uefa Champions League final, Pepsi leveraged its rights as presenting partner of the Opening Ceremony through a campaign centred on a concert by Imagine Dragons.
Distracted Goalkeeper – Uber & Club Athletico Paranaense
In 2018, Uber teamed up with Athletico-PR for a live, on-pitch stunt to drive awareness of the brand’s safer driving ‘May Yellow Movement’ programme.
Influencer Final – Hotels.com & Uefa
Around the 2018-19 Champions League final, Hotels.com created a UK-focused add-on to its activation programme that took a small group of influencers to Madrid.
Data Snapshot: Major League Soccer 2020
Major League Soccer’s commercial portfolio was worth between $195m (€173m) and $228m in 2020, across 22 deals.
One Moment (UK) – Visa & Fifa
‘One Moment’, Visa’s UK-focused campaign around the 2019 Fifa Women’s World Cup, was built around market-relevant Team Visa player ambassador stories.
Citibanamex World Cup – National Bank of Mexico & the Federación Mexicana de Fútbol
Citibanamex activated its Mexican national team sponsorship for the 2018 Fifa World Cup through AR, bots, a digital album, social content and a team-related competition.
Raute Lebenslang Raute (Rhombus for Life) – Umbro & Werder Bremen
Through July 2020, Umbro rolled out ‘Rhombus for Life’, its launch campaign for the 2020-21 season Werder Bremen third kit, which revolved around the team’s famous rhombus/diamond logo.
Legendary Journeys/Trophy Takeover – Enterprise Rent-A-Car & Uefa
Enterprise’s ‘Legendary Journeys’ ran throughout the 2018-19 Uefa Europa League, driving awareness via content by a trio of football ambassadors.
Stevenage Challenge – Burger King & Stevenage FC
Burger King brought global fame to Stevenage FC in the 2019-20 season, incentivising Fifa 20 players to make the little-known English club into the ‘biggest team online’.
Matchday App – Paypal & the FA
In 2019, the Football Association’s official payments partner pushed its mission – to ‘facilitate people’s passions with quick and easy payments’ – by allowing grassroots teams to easily pay their fees via the FA Matchday App.