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.
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.Read on
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.Read on
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.Read on
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.Read on
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.Read on
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.Read on
In 2011, the MetroPCS prepaid wireless services brand experienced rapid growth in the US. In 2012, Lagardère Sports partnered with MetroPCS to build a sponsorship strategy with a fast-growing, popular sports brand, the UFC.Read on
New Balance took over as the Official Technical Partner of Cricket South Africa (CSA) and ‘the Proteas’ national cricket team in the latter part of 2015. Since then, its focus has been to derive meaningful value from their investment.Read on
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.Read on
UK-based multi-national bank and financial services company Standard Chartered Bank has its biggest markets in Asia. Its biggest sponsorship is with Liverpool FC, a football club from the north of England.Read on
TE Connectivity, a global leader of connectivity and sensor solutions, is a Major Sponsor of the Andretti Formula E Team and Lead Technical Partner Andretti Technologies, the advanced engineering arm of Andretti Autosport.Read on
The VELUX EHF Champions League is the leading men’s club handball competition in Europe involving the continent’s best teams and featuring the world’s top professional handball players. It is organised by the European Handball Federation, the governing body for handball in Europe.Read on