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Sponsorship Works 2017

Welcome to Sponsorship Works 2017, the 12th edition of the publication. This year’s Sponsorship Works brings you 21 case studies of best practice sports sponsorships from around the world. It has targeted entries from multiple markets but with a special emphasis on sponsorships with a strong digital or social media dimension.

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In this year’s Sponsorship Works, activation through social media is a consistent theme in the case studies, whether via the social platforms of the sponsor and sports property or through YouTube influencers and celebrity sports ambassadors.

Use of owned, earned and – increasingly – bought media on digital platforms to help amplify the sponsorship was a focus of some of the more innovative campaigns.

The case studies come from Europe, North and South America, Asia and Africa. They cover properties in cricket, football, Formula E, Formula One, golf, handball, mixed martial arts, multi-use venues, the Olympic Games, road running and rugby league. Each is structured into planning, activation and evaluation sections, to deliver the key information as clearly as possible.

This year, we are again delighted to have the international agency MP & Silva as Presenting Partner for the report. There is a special feature on the agency’s sponsorship philosophy and growth plans, including an interview with MP & Silva’s chief executive Jochen Lösch and director of sponsorship, Europe, Hampus Löfkvist.

We would like to say thank you to MP & Silva and to the following contributors for their co-operation in putting together this report: AEG Europe Global Partnerships, FC Barcelona, CSM Sport and Entertainment, Edelman, EE, the European Handball Federation, Hatch Communications, Havas Sports & Entertainment, Hill+Knowlton Strategies, iMediasport, Lagardère Sports, Levergy, Octagon, Performance Communications, Publicis Media Sport & Entertainment, Triple Double Sports Marketing and TE Connectivity.

The case studies were edited by the publisher to fit the house style of Sports Sponsorship Insider.

We hope that this year’s casebook provides inspiration for future sponsorships and we look forward to seeing what changes the coming 12 months will bring before the publication of next year’s report.

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