Sponsorship Moments That Caught Our Eye in 2024
By SponsorshipX Staff Writer
As 2024 draws to a close, the sponsorship landscape lays witness to innovative partnerships and groundbreaking deals that have reshaped industries and captivated audiences worldwide. Here are ten sponsorship moments that stood out to us at SponsorshipX:
Paris 2024 Olympics and Paralympics
The Paris Games set new standards in sponsorship, with global brands integrating sustainability and technology into their partnerships. Companies like Airbnb provided unique accommodation experiences, while Alibaba enhanced digital engagement through cloud computing solutions.
Taylor Swift’s Eras Tour in Canada
Taylor Swift’s Eras Tour concluded in Vancouver, becoming the highest-grossing tour of all time with an estimated $2.2 billion in revenue. The tour featured notable sponsorships in Canada, including RBC as the Official Financial Services Partner and Rogers Communications as the presenting sponsor in Vancouver. These partnerships offered exclusive ticket access and promotions, amplifying fan engagement nationwide.
Cooper Flagg’s Historic NIL Deal with Gatorade
Projected No. 1 pick in the 2025 NBA Draft, Cooper Flagg, made headlines by signing a historic NIL (Name, Image, Likeness) deal with Gatorade. This partnership marks Gatorade’s first with an NCAA men’s basketball player, highlighting the evolving landscape of athlete endorsements in collegiate sports.
Adidas Partners with New South Wales Rugby League
The New South Wales State of Origin team announced a five-year partnership with Adidas, replacing Puma as the official apparel and footwear partner. This deal aims to enhance the team’s brand and performance, with fans eagerly anticipating the retro-themed range.
B2B Marketing Expo 2024 in London
The B2B Marketing Expo, held at ExCeL London, showcased the latest developments in the marketing world. As Europe’s leading marketing event, it provided a platform for businesses to explore innovative strategies and technologies, emphasizing the growing importance of B2B sponsorships in the industry.
Alexis Ohanian’s Investment in Women’s Sports
Reddit co-founder Alexis Ohanian continued his advocacy for women’s sports by sponsoring a groundbreaking women’s track meet. His investment aims to elevate the profile of female athletes and provide them with more significant opportunities for exposure and competition.
KitKat’s Formula 1 Sponsorship
Nestlé’s KitKat brand entered a global sponsorship deal with Formula 1 to boost its appeal among consumers under 30. The agreement includes trackside advertising and brand integration on KitKat wrappers, marking a strategic shift to revitalize the brand’s marketing efforts.
Real Madrid’s Record Shirt Sponsorship
Real Madrid renewed its partnership with Emirates, securing a €70 million per year deal, making it one of the most lucrative shirt sponsorships in football for the 2024-2025 season.
MVP Index and Esports Partnership
In a game-changing sponsorship analytics move, MVP Index partnered with a leading esports organization to revolutionize how esports sponsorships are valued. This partnership empowered brands to measure their returns more effectively by offering real-time data on digital activations, legitimizing esports’ position as a significant sponsorship market.
ICC Cricket World Cup and BYJU’S
The ICC Cricket World Cup, hosted in India, united cricket-loving nations worldwide. Edtech giant BYJU activated its sponsorship with grassroots cricket initiatives, combining education and sport to leave a lasting legacy in underserved communities.
These moments highlight the dynamic nature of sponsorships in 2024, reflecting trends in sustainability, technology integration, and the growing influence of athlete endorsements.
We invite you to share your favourite sponsorship moments from this year, both good and bad. Join the conversation and let us know which partnerships caught your eye!