A Celebration of the Year’s Sports Sponsorships Less Ordinary

2020 has been an unusual year for sport sponsorship. With many major tournaments and competitions postponed, brands had to find new and innovative ways to activate their sponsorships in order to still achieve business objectives and deliver an ROI on their sponsorship rights. 

As 2020 draws to a close we have looked back at some of the best ‘Less Ordinary’ sponsorship campaigns from the world of sport that have been activated this year to ensure that fans are still connected to the athletes, teams and games they love despite the stadiums being empty.

You’ll find our collection of top campaigns below:

Burger King adapts name for women’s team

Fast-food outlet Burger King agreed to sponsor Stevenage FC Women on the same terms as their men’s side. To celebrate this, Burger King changed its logo to ‘Burger Queen’ on Stevenage Women’s jersey.

Man United and Cadbury team up to raise awareness of loneliness

Manchester United and Cadbury have teamed up to promote the brand’s ‘Donate your words’ campaign – in partnership with Age UK – and highlight the issue of old age loneliness in Britain.

BT Reveal New 4-3-3 Sponsorship Strategy For Home Nations Football

Broadcasting giant BT has laid out ambitious plans to support football communities across the UK and increase coverage of women’s sport and disability sport as part of its sponsorship of the four home nations.

Pharrell Williams has redesigned Arsenal and Manchester United’s football shirts

Adidas teamed up with the pop star creating special one-of-a-kind kits for five of Europe’s biggest clubs. The idea was to create something that unified fans, whilst looking at each clubs’ heritage.

1 in 4 men choose their father as top role model

Gillette launched its #MyRoleModel by asking the nation who their role models were. The Campaign was fronted by Ian Wright, showing the differences between the generations.

Weetabix and The Football Association: Eat Well, Live Well, Play Well

Weetabix Food Company and The Football Association (The FA) have partnered to encourage the nation to embrace healthy choices through their new ‘Eat Well, Live Well, Play Well’ initiative.

How Disney World Kept NBA AND MLS Thriving – Ministry of Sport

Disney worked with the NBA and MLS to play the remainder of the season at Disney World, on its football pitches and basketball courts.

Levi’s produce denim ‘trucker’ jackets for Liverpool title success

To celebrate Liverpool’s Premier League win, Levi created three one of a kind denim jackets which have been designed by Akse.

Chelsea FC boss Frank Lampard encourages people to ‘support someone else’ as part of mental health campaign

Three closed 2020 with a widely covered campaign that saw the Chelsea FC shirt sponsor work with the club, first-team manager, and players to ask football fans to ‘Support Someone Else’ by connecting with a friend, family member, colleague, new member who may be feeling isolated this Christmas. The campaign was positively received by media with the club being praised for using its status to raise awareness and Three for going above and beyond with its sponsorship to deliver the message.