caytoo’s analyst team reveals their Top 5 sponsorship deals or activations in September in terms of the ideas they provide for other rights holders

Our Top 5, in no particular order, aren’t necessarily the biggest or most high-profile. Each one has been selected as it represents best practice or an important lesson for other rights holders and their potential sponsors.

Resonant activations to showcase brand leadership
Starling x Arsenal FC

The online bank Starling kicked off their Official Retail Banking Partnership with the English Premier League team by launching a financial literacy campaign using soccer terminology to explain key financial skills. This was done after the bank’s research revealed that 44% of Brits would like to learn how to manage their money better.

The first instalment of the series, ‘Defending against Cyber Crims’, explains how best to defend personal banking information using ex-goalkeeper David Seaman. More topics – ranging from transaction monitoring to understanding interest rates – will be released featuring past and present Arsenal players.

Lesson: in full article

Using significant anniversaries
Byline Bank x Chicago Blackhawks

A major thrust of the announcement between Byline Bank and the ice hockey team is the fact the team is marking its 100th anniversary and the bank having roots in the town for over 100 years. This link provides a strong platform to “reaffirm the bank’s commitment to the Chicagoland community.”

Lesson: in full article

Audience data match
Mortgage Choice x National Basketball League

Front and centre in the Australian mortgage broker’s announcement of the deal with the NBL is: “with 72% of NBL fans 16–44 years old, matching a typical first home buyer age demographic, the NBL is a perfect sponsorship match.”

Lesson: in full article

Getting ‘brand in hand’ (or rather ‘in mouth’)
Enrique Tomás x Latin Grammy Celebra

One of the key features of the deal between one of Spain’s largest providers of ham products and the Latin Grammy Celebra event in Spain were the physical activations designed to enable attendees to try out Tomás’ products. These included premium Iberian ham tastings, live carving demonstrations, and “curated pairings” of the hams with complementary foods and drinks to show how they enhance the overall culinary experience.

Lesson: in full article

Going after retail brands
Walmart x La Liga

The U.S. retail giant is partnering with the Spanish soccer league La Liga and will be the first-ever presenting partner of “El Clásico,” a marquee rivalry match between FC Barcelona and Real Madrid. Note, the partnership aims to grow the American soccer fanbase through large-scale viewing events, concerts, exclusive merchandise and in-store activations..

Lesson: in full article

Summary

All these sponsorship deals in September provide an example of the great utility sponsorship provides which all rights holders and brands can look to emulate to benefit both parties. This is particularly the case for rights holders who can come up with their own version to spark a conversation with potential sponsors.