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Sponsorship Works 2014

Sponsorship Works 2014

Published date:
30 Nov 2014
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Sponsorship Works is an annual casebook of sponsorship and activation case studies.

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30 Nov 2014

Flick through the pages on-screen. The 2014 edition of our annual sponsorship activation casebook includes activations by Chevrolet and Manchester Utd, Orange and the French rugby federation, and 888poker and Luis Suarez.

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30 Nov 2014

Automotive brand Chevrolet’s principal sponsorship of Manchester United began on 7 July 2014 with the release of the 2014-15 home shirt bearing the Chevrolet logo. This case study focuses on the first six weeks of the new partnership, including the global release of Manchester United’s home, away and third kits, and Chevrolet’s activations on Manchester United’s 2014 US pre-season tour.

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30 Nov 2014

Australian bank ANZ has been the Principal Sponsor of the top Australian and New Zealand netball league – the ANZ Championship – since its inception in 2008. Recognising that netball is the highest women’s participation sport in Australia, ANZ looks to use netball sponsorship to develop corporate reputation and positive sentiment through: local community awareness and engagement, mass awareness and engagement, ongoing awareness and engagement and branch engagement and activation.

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30 Nov 2014

In 2011, consumer goods manufacturer Unilever approached marketing agency Essentially with a brand problem. Rugby union was chosen as the platform that would appeal to Dove Men+Care’s core target audience and despite Unilever’s tradition as a campaign-led organisation, Essentially successfully established a long-term vision for the brand that has continued to deliver each season against the four objectives.

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30 Nov 2014

The sponsorship of the Brisbane Broncos was a key element of NRMA Insurance’s expansion into the Queensland market, initially as the shorts sponsor of the National Rugby League (NRL) team. The Brisbane Broncos, a professional rugby league team based in Brisbane, Queensland, proved to be the ideal partner, being one of Australia’s most popular sports clubs and having won six league titles in the 26 seasons since its inception.

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30 Nov 2014

In January 2014, South African telecommunications company Cell C acquired the naming rights to the Sharks, a rugby union team competing in the South African Currie Cup and the Super Rugby competitions. The three-year, multi-million-rand deal saw Cell C replace retail company Mr Price Group, which had held the title sponsorship since 2000.

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30 Nov 2014

Carmaker Ford has been a proud partner of the professional Australian rules team Geelong Football Club – the Geelong Cats – for 89 years, making it what is believed to be the longest continuous sport sponsorship in the world and one of the most enduring sporting partnerships in Australia. Through the years, Ford and Geelong have looked for ways to engage Geelong fans in innovative ways. Ford has always been, and continues to be, an integral part of the Geelong community.

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30 Nov 2014

 French telecommunications company Orange has developed and maintains a long-term commitment to rugby through its partnerships with the French Rugby Federation, the French national team, the French league and individual professional clubs. In 2009, Orange launched “Avec le XV” (With the 15), the first digital community in France dedicated to rugby, eventually becoming the biggest brand-supported fan community in the sport.

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30 Nov 2014

Sportswear brand New Balance officially sponsored the Vitality British 10K London Run 2014 on Sunday, 13 July 2014. The Vitality British 10K London Run was identified by New Balance as a primary target for two key reasons: It provided New Balance with an opportunity to engage over 20,000 runners and It would allow New Balance to reinforce its commitment to British manufacturing.

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30 Nov 2014

 In 2013, Papa John's agreed a one-season deal to become the Official Pizza Partner of The Football League, the world’s original league football competition. Thirty-seven clubs were selected to play a deeper, ‘opt-in’ role in the partnership. These teams were selected based on the size of their support, the strategic business importance of their local area, and the number of franchisees nearby.

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30 Nov 2014

The Sydney Swans Football Club, which plays in the Australian Football League (AFL), is one of Australia’s most iconic sporting teams with a history stretching back to 1874. Often referred to as a modern era success story of the AFL, the Swans have won two Premierships, appeared in five grand Finals and qualified for 16 finals series since 1996.

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30 Nov 2014

In January 2013, two years after being injured in a crash, former Formula One driver Robert Kubica was ready for a competitive motorsport comeback. As his injuries prevented him from returning to Formula One, he decided that the best way to continue his career was in the World Rally Championship (WRC). The huge differences between those two disciplines meant that he needed to gather a lot of experience in a short time.

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30 Nov 2014

Luxury carmaker Jaguar first partnered with the Team Sky ProTour cycling team in 2010 when the brand joined as a third-tier Official Supplier. Given Jaguar and Team Sky’s shared beliefs, and the importance to both organisations of the relationship between man, machine and road, it was a fitting partnership. The partnership is based on shared values of technology, innovation and high-performance.

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