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Sponsorship Works 2018

Welcome to Sponsorship Works 2018, the 13th edition of the publication.

This year’s Sponsorship Works brings you 17 case studies of best practice sports sponsorships from around the world. It has entries from multiple markets covering properties in cricket, cycling, football, handball, marathon, rugby league, rugby union, sailing and tennis.

Seven of the case studies are from football, including five from European football – a thriving sponsorship market that produces creative and results-driven activation work, ranging across big-ticket properties like the Uefa Champions League and second-tier sponsorships among top-flight clubs.

There is the first case study of a women’s football deal – between FC Barcelona and the tools and security brand Stanley Black & Decker – an Official Partnership that has since been upgraded to a main shirt deal.

And there is an example of a brand-generated property in the form of the Audi Cup, which the German luxury car brand hosts at the Allianz Arena, home to the Bundesliga’s FC Bayern Munich.

We also showcase for the first time activations from the African Cup of Nations and the Indian Super League. A special mention too for the South African agency Levergy, which was acquired by M&C Saatchi in 2017, and presents two high-quality activations focused on Cricket South Africa in Sponsorship Works 2018.

We would like to thank the following contributors for their co-operation in putting together this report: Audi AG, Barcelona, CAA Sports Consulting, Dacia, Edelman, EHF Marketing, Everton, Lagardère Sports, Levergy, Momentum Worldwide, Octagon Worldwide, Prism and Sportizon.

The case studies were chosen following an open invitation and edited by the publisher. All images in this publication were provided by organisations involved in the case studies.

We hope this year’s casebook provides inspiration for future sponsorships and we look forward to seeing what the industry has in store for us over the next 12 months.

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