Sponsorship Insider

Sports sponsorship rights intelligence

Activate

Sponsorship activation case studies, with a focus on best practice and innovative activations, examined through interviews with brands, agencies and rights-holders.

  • The International Champions Cup (ICC) is a pre-season football club competition featuring some of the world's biggest clubs and hosted in growing football markets of economic importance.

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  • Irish energy supplier Electric Ireland aims to differentiate the brand in a crowded Gaelic Athletic Association (GAA) sponsorship field by making a difference to the lives of the players and followers of GAA sports.

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  • The Malaysia FA Cup (Piala FA Malaysia) is a national knock–out football competition organised by the Football Malaysia Limited Liability Partnership with supervisional help from the Football Association of Malaysia. Beverage company Superbest Power will act as the Title Sponsor of the competition, providing the brand with promotional rights nationally as well as activation rights during FA Cup matches. The partnership also gives the Superbest Power Coffee brand presence in other Malaysia League competitions as an Official Partner.

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  • The global sponsorship deal between watchmaker Hublot and WBSC Premier 12 focused on the association between the brand and the sport of baseball in key markets of Japan, Taiwan and Korea. While the deal focused on the brand association with the sport, it also had a key sales impetus with Hublot creating a Limited Edition watch.

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  • Tata Communications is a telecommunications solutions company owned by the Indian business conglomerate Tata Group.

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  • Recognised as one of the most enduring partnerships in motorsport history, the relationship between Scuderia Ferrari and Shell dates back to the founding of the race team by Enzo Ferrari in 1929.

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  • Sports sponsorship provides enterprise application software company SAP with an important platform to showcase its technology and services to companies of all sizes and industries.

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  • In 2014, Japanese carmaker Nissan agreed a partnership with the Uefa Champions League (UCL). The challenge was to create an integrated campaign that could be activated in over 90 countries, deliver a strong business impact and bring to life Nissan’s core brand pillars of 'Innovation and Excitement'.

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  • Nicotome chewing gum brand Nicotex’s ‘U Quit. I Quit’ campaign used its sponsorship of the Indian Super League (ISL), India's professional football club franchise league, to helped Indians in their efforts to stop smoking.

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  • The US division of leading global technology leader LG Electronics uses its sponsorship of the National Collegiate Athletic Association (NCAA) to enhance the game day experience of college sports fans through its range of consumer products.

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  • For the past four editions of the French Open at Roland-Garros, primary sponsors Dongfeng Peugeot (Peugeot’s partner in China), watchmaker Longines and lifestyle brand Lacoste helped create 'Roland-Garros in the City'.

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  • The Volvo Ocean Race, formerly the Whitbread Round the World Race, is professional sailing’s longest event. It is one of just a few championships designated by the sport’s governing body, World Sailing, as a 'special event', alongside the America’s Cup and the Extreme Sailing Series.

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  • Tyre company Bridgestone is the Title Sponsor of the Copa Libertadores, the leading club football tournament in Latin America.

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  • Australian nutritional supplements company Blackmores has been a leader in its sector for more than 80 years. The company is committed to the use of high-quality ingredients, consistent delivery of product and the distinctive provision of free health advisory services in a competitive marketplace.

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  • EuroBasket 2015 presented by Beko took place in Croatia, France, Germany and Latvia. it was broadcast in more than 100 countries and registered a cumulative TV audience of 189m1. It was attended by 711,131 spectators, an increase of 116 per cent on the 2013 edition.

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  • Havas Sports & Entertainment Cake raised banking group Barclays’ brand trust – a metric notoriously difficult to affect within financial services – by 28 per cent against an objective of 10 per cent with a mass UK audience by leveraging the Barclays Premier League and the UK’s love of football to create meaningful fan engagement.

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  • Carmaker Audi’s sponsorship of the South African national cricket team, the Proteas, began in December 2014 at the start of the West Indies tour of South Africa.

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  • Australia and New Zealand Banking Group (ANZ) has been a supporter of tennis in Asia-Pacific for almost a decade. As a sponsor of the Australia Open and Shanghai Rolex Masters, the brand wanted to step up and become the most recognised tennis sponsor in the region.

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  • International insurance company AIG's sponsorship of the New Zealand All Blacks, rugby union's most successful national team, provided a global platform to build the brand values that the company stood for, launch a new visual brand identity and use ticket and hospitality assets to engage employees, customers and drive new business.

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  • Tottenham Hotspur announced AIA, Asia’s largest independent, publicly-listed life insurance group, as its Official Shirt Partner in July 2014.

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