Sponsor Insights

Fan Festival For The World Cup Goes Global

During the 2022 World Cup in Qatar, the concept of “Fan Fest” was replaced by the “Fan Festival” concept.

FIFA’s plan was to reintroduce the Fan Fest as a more diverse and inclusive entertainment offering encompassing a wide variety of cultures, art, music, food, and football outside the stadiums. The concept will also be rolled out during the Women’s World Cup in Australia and New Zealand in 2023.

On December 4, the FIFA Fan Festival celebrated the 1 Millionth Visitor milestone across all of the Fan Fests this year.

For this years World Cup, FIFA approved 6 Fan Festival sites hosted by AB InBev

  • BudX Fan Festivals in London, Seoul and Dubai
  • Corona Fan Festival in Mexico
  • Brahma Fan Festivals in Sao Paulo and Rio de Janeiro 
  • Coca-Cola Fan Festival in Riyadh, Saudi Arabia

Some of the Fan Festival activations

  • Interactive physical and digital football game stations
  • Sponsored activations 
  • Appearances from FIFA Legends
  • Official stores with licensed World Cup merchandise. 
  • Content within the FIFA+ streaming platform. 
  • A hat and cup from Budweiser for fans who attended the event in London, and an opportunity to win an England shirt signed by a football legend.
  • In London, Budweiser gave fans the opportunity to win an England signed shirt by a football legend.
  • An adidas-sponsored fan activation in Mexico where attendees played Teqball, a football-based sport played on a specially curved table within a designated area. 
  • adidas also gave away little footballs before, during, and after games. After all games ended, the event host would throw 5 adidas balls into the crowd.
  • Coca-Cola branding across all of the table football (foosball tables) at the event in Mexico City.

Thanks to a new licensing model FIFA introduced in 2022, existing and future FIFA partners can launch local Fan Festivals in major cities outside the host countries to make the tournament experience more accessible for the global fan community.

  • SponsorUnited was in attendance at the festivals in London, Mexico City, Dubai and will be going to Doha on December 17th.

Grey Cup Final

The Winnipeg Blue Bomber’s will take on the Toronto Argonauts at the Mosaic Stadium in Regina, Saskatchewan for the 109th Grey Cup.

Twitter is utilized the most for both teams. Not only do both sports teams have their highest social following on Twitter, but all social deals between both teams include Twitter posts. Canada Life was the most leveraged brand for the Winnipeg Blue Bomber’s on Twitter, accumulating 74 posts and 20k+ engagements within the past year. Bell Media was leveraged the most for the Toronto Argonauts on Twitter, amassing 30 posts and 2.8k+ engagements in the past year.

Grey Cup Final

The Winnipeg Blue Bomber’s will take on the Toronto Argonauts at the Mosaic Stadium in Regina, Saskatchewan for the 109th Grey Cup.
Twitter is utilized the most for both teams. Not only do but both team’s have their highest social following on Twitter, but all social deals between both teams include Twitter posts. Canada Life was the most leveraged brand for the Winnipeg Blue Bomber’s on Twitter, accumulating 74 posts and 20k+ engagements with the team in the past year. Bell Media was leveraged the most for the Toronto Argonauts on Twitter, amassing  30 posts and for 2.8k+ engagements. 

US Pro Sports Go International Expanding Their Reach

Over the last few weeks, major pro sports (NHL, MLS, MLB, NBA, NFL) in the US have looked to expand their international fanbase with games overseas–a trend that’s set to continue through November. Here’s the breakdown of recent and future match-ups: 

  • NFL:
    • Oct. 2 – London – Vikings vs. Saints
    • Oct. 9 – London – Giants vs. Packers
    • Oct 30 – London – Broncos vs. Jags
    • Nov. 13 – Munich – Seahawks vs. Buccaneers
    • Nov. 21 – Mexico City – 49ers vs. Cardinals
  • NBA:
    • Sept. 30, Oct. 2 – Tokyo – Warriors vs. Wizards
    • Oct. 6, 8 – Abu Dhabi – Hawks vs. Bucks
  • NHL:
    • Oct. 3 – Bern, CH – Predators vs. SC Bern
    • Oct. 4 – Berlin, DE – Sharks vs. Berlin
    • Oct. 7, 8 – Prague, CZ – Sharks vs. Predators
    • Nov. 4, 5 – Tampere, FI – Blue Jackets vs. Avalanche

SU attended the NFL London Games at Tottenham Hotspur Stadium for the second straight year.

A big change from last year: the NFL’s takeover of London’s South Bank, which moved the majority of sponsor activations away from Tottenham Hotspur Stadium. Budding American football fans tested their skills at quarterback, wide receiver and field goal kick activities sponsored by online trading platform IG, GamePass and Wilson, and received the fan handout of this season’s NFL Panini sticker album. 

Back at the stadium, Valspar Paint was out in full force around the perimeter on game day, handing out eye blacks bearing the teams’ logos and inviting fans to try their hand at cornhole.

During the game, the Vikings’ third downs were met with the “Make Some Noise” campaign sponsored by Old El Paso, the official meal kit of the NFL UK. Meanwhile, men’s hair color brand, Just for Men, asked spectators to use their phones for live feeds to the big screens with its “Beard Cam,” and Experience Kissimmee, the new official travel destination of the NFL UK, sponsored the Kissimmee “Kiss Cam.”

Over in Abu Dhabi SU attended game one of the two NBA games at the Etihad Arena on October 6th and 8th, which spurred a slew of activations for fledgling fans. Swiss watchmaker Tissot unveiled a pop-up retail store and an AI-powered game at the arena, where Gatorade distributed free branded bottles after the games. 

At the NBA District, held in the Manarat Al Saadiyat event space from October 5th-9th, attendees could customize their own basketballs courtesy of Wilson. Real estate developer Aldar presented the display of The Larry O’Brien NBA Championship Trophy, while NBA 2K23 offered fans the opportunity to play the red-hot game on consoles in the venue’s gaming area. 

Laver Cup | Activations

The 2022 Laver Cup was held over the weekend at O2 Arena in London, England.

ROLEX, the founding parter of the Cup, along with Mercedes-Benz AGHEAD & UPS were some of the brands activating during the tournament.

UEFA Super Cup

Real Madrid is set to play Eintracht Frankfurt today for the first time in 62 years in the UEFA Super Cup held in Helsinki.

Checkout the brands that will gain most exposure on the field during the match.

UEFA Super Cup

Kit Suppliers | European Football

SponsorUnited released ​​the first international partnerships report focused on European football. Jersey exposure is a significant asset for brands to leverage with the prominent logo position. For more insights, check out the full report.

  • No surprise, Apparel & Accessory giants Nike and Adidas lead the way with 62 team partnerships (34%). The largest number of deals are in Spain (50%) and least amount are with Italian teams (17.5%)
  • Italy has the most suppliers with 17 unique brands
  • There is a relatively even split between primary and secondary leagues (18 different brands av. 5.4 teams each v. 20 @ 5.2)
  • Castore have announced their plans for European expansion (already supplying Newcastle and Wolves) signing up Aston Villa, Bayer 04 Leverkusen, Sevilla and UD Almeria for 22/23
  • With nearly 170 kit deals, Ligue 1 is the most popular league for brands to sign a jersey kit sponsorship with
  • 40% of brands purchased both a primary and a practice jersey patch with the same team
  • The highest sub-category for primary jersey patches was Betting Services with 18, despite being banned in 20% of the leagues

European Football 2021-22 Report

European Football Sponsorships

Download Now: https://sponsorunited.com/2021-22-european-football-partnerships/

The first international sponsorship and marketing report focused on European football.

The 2021-22 European Football Partnerships Report is fortified by data from over 7,000 brands across more than 9,000 deals and from 10 of the top European football leagues (Premier League, LaLiga, Serie A, Bundesliga and Ligue 1, along with each league’s corresponding second tier.) This report also contains growth and engagement insights on over 2,750 brands that created collaborative social media content.

Key findings from the report include:

  • Construction is the most active sponsorship category for the third consecutive season across European football leagues.
  • While Betting deals have declined by 10%, Crypto deals have grown an impressive 140% this season.
  • The most searched brands by European football club executives were Crypto.com, FTX, DraftKings, Verizon and Dunkin’.
  • Cristiano Ronaldo and Lionel Messi now officially have over 1B followers combined due in part to joining new clubs.
  • Transferring teams can offer a huge boost in social following for players.

This report was compiled using SponsorUnited’s proprietary platform data from July 2021 through May 2022. Social data compiled from property or person-controlled Instagram, Facebook, Twitter, TikTok and LinkedIn accounts and social activity. The leagues included in this report are as follows: Premier League, LaLiga, Serie A, Bundesliga, Ligue 1, EFL Championship, LaLiga 2, Serie B, 2. Bundesliga, Ligue 2.