Event or Competition Sponsorship Award
American Express and Wimbledon (AELTC) partnered to create a best-in-class 360-degree marketing programme to raise the game for tennis fans, Cardmembers, B2B customers and prospects, ultimately bringing the biggest and most innovative brand activation ever delivered to Wimbledon fans onsite and offsite.
American Express has a long heritage in tennis and bringing award-winning experiences to global events and identified Wimbledon as the perfect match to achieve its brand and business objectives in the UK, a key growth market. AELTC equally saw in American Express the perfect partner to deliver its mission to modernise the fan experience in keeping with its unique culture.
Together they created a marketing platform that delivered ground-breaking activation enhancing the fan experience at the jewel in the crown of British events – engaging over 100k fans and reaching billions more to demonstrate its “Powerful Backing” brand promise and driving substantial long-term value across the entire business.
Having partnered with the Premier League in a three-and-a-half-year sponsorship, Coca-Cola needed something that would put them in the hearts, minds and hands of football fans around the country.
We set ourselves a mission: To make Coca-Cola to football what popcorn is to film.
The creative platform to deliver this was Where Everyone Plays, built on the truth that the Premier League is the most diverse League in the world and a reflection of the inclusive values that Coca-Cola is built on.
The partnership hit every consumer touch point, making a cultural dent that delivered for the brand and the business and reminded people why they love Coca-Cola and football, together.
Rugby & Guinness are an intuitive fit with identical values which have stood true since Guinness stepped into rugby in the 1980s.
In a world of brands vying for consumer attention, and with experiences a valued commodity, Guinness knew it needed to do more to maintain its position as the most associated brand in rugby in GB and ROI.
In December 2018 Guinness was announced as the Title Partner of the Six Nations and as a Proud Partner of the Women’s Six Nations, and a 50-strong team assembled to bring the partnership to life with fantastic commercial results for the inaugural year of sponsorship.
As Britain’s most popular online bookmaker, Sky Bet has taken the stand to put safer gambling at the heart of our sponsorship of the EFL.
We want to help educate fans, players and everyone involved in football about gambling-related harm, ultimately dedicating our five-year commitment to our EFL sponsorship to demonstrate that nothing should get in the way of your enjoyment of sport, especially betting.
Sony Interactive Entertainment
With younger fans increasingly consuming football through non-traditional channels, Sony Interactive Entertainment wanted to strengthen its PlayStation brand sponsorship of the UEFA Champions League by creating a new platform that would act as the go-to destination for this new age of global fan culture.
By blurring fantasy with reality, VIK deals were secured with 24 global football and gaming creators to deliver the ultimate football platform “for the players”, amassing over 84m non-paid organic views with an average view time of seven minutes on hero content.
Broadcast live on YouTube the day after the 2019 UEFA Champions League final in Madrid, the PlayStation F.C. Final became the biggest global creator campaign in the world.
Working collaboratively with these global publishers, PlayStation F.C. Final reached the top trending videos on YouTube Gaming and Sport and Sony Interactive Entertainment saw a global 6% YOY increase in sponsorship awareness amongst its target audience of 13-24 year-old fans.
Visa is now the biggest sponsor of Women’s Football in the world and has been a FIFA partner since 2007. For the FIFA Women’s World Cup 2019 (FWWC), the brand utilised this long-term partnership to communicate powerful messages of acceptance, inclusion and female empowerment.
Since December 2018 Visa has supported UEFA Women’s Football with a long-term commitment for development of the game in Europe. Visa will also be the presenting partner of the SheBelieves Cup as part of a deal with US Soccer (for both the Men’s and Women’s teams), where at least 50% of Visa’s investment will support the Women’s team. These all set the stage for a highly successful FWWC campaign and activation.
A significant portion of Visa’s marketing spend in 2019 across Europe and globally, supported Women’s football, through advertising and omnichannel marketing – on TV, digital, social and on-field at the 2019 FWWC.
At Vitality, we have a core purpose to make people healthier – it’s at the heart of everything we do. So partnering elite competitions and athletes, in order to inspire grassroots participation, is a central part of our sponsorship strategy.
For example, having been on an amazing journey with England Netball since 2015, we further underlined our commitment to the sport with our sponsorship of the Vitality Netball World Cup (VNWC). In close consultation with England Netball, we also identified how we could have the biggest impact on continuing to increase participation.
The result was our #WeAreRising campaign. As well as being a unique opportunity to showcase our core purpose and commitment to women’s sport, it’s enabled us to leave a participation legacy. So for every 100 goals scored during the tournament, we pledged to fund one UKCC Level 1 Assistant Qualification Coaching Certificate, leading to 114 new Level 1 coaches.