SportBusiness International

Analysis and insight for the global sports business

Sponsorship Works 2017

Sponsorship Works 2017

Published date:
16 May 2017
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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.

You can download a PDF version of the report, or flick through a screen-reader version, below.

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26 May 2017

MP & Silva has historically been a force in the world of sports media rights, but its new management's focus is to transform the group into a full-service sports media agency that provides media rights distribution, digital, technology and sponsorship services.

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26 May 2017

The 'Official Partner of Play' campaign used the 'world's most playful football club' to demonstrate that domestic appliance and consumer electronics brand Beko wants the world to have more time to play.

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26 May 2017

Since its inception in 1981, the Great Run Series has become the largest series of mass participation running events in the world, attracting more than 200,000 runners a year. Duracell’s partnership was activated at nine races in the UK in 2016, with locations including London, Newcastle, Manchester, Bristol, Birmingham and Portsmouth.

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26 May 2017

In 2014, the UK-based mobile operator EE announced a six-year sponsorship deal of Wembley Stadium. In order to raise awareness of this partnership EE invited a set of YouTube influencers to play in a match at Wembley Stadium, held in August 2015 – The Wembley Cup.

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26 May 2017

The CSM Sport and Entertainment agency worked with electronics brand Hisense to build awareness of its brand with football fans in Europe, by building social media buzz and a presence in the fan zones around Euro 2016 incorporating Hisense products and assets.

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26 May 2017

Payment services brand Mastercard, an Official Patron and Preferred Card of The Open Championship, launched #TheHoleStory, a digital campaign for the 145th Open themed on golf’s most legendary holes in 2016.

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26 May 2017

NTT DATA experienced a rapid expansion through the acquisition of a number of European businesses. Consequently, it wanted a marketing platform that aligned with its blue-chip corporate positioning and could showcase its technical expertise in sport to senior B2B corporate clients, typically chief technical officers (CTOs), as well as delivering global brand awareness.

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26 May 2017

The 2015-16 football season was the last in which technology company Philips, the founding father of Dutch Eridivise football club PSV Eindhoven, branded the shirt front of the PSV team.

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