Commercial partnerships are becoming deeper and more meaningful by the year, with the best of the best being tailored to the specific objectives of a brand and fully integrated in a rights holder’s activities. With a focus on return on investment and delivering against clearly stated objectives, the Leaders Sports Awards judges shortlisted the following for the always hotly-contested Sponsorship category. Only one can win, however: all will be revealed at the Leaders Sports Awards 2018, in London on Wednesday 9th October. 

Chase your dream, no matter what by Bridgestone Europe, WeAreFearless & Golazo

The Chase Your Dream, No Matter What campaign was created to celebrate Bridgestone Europe’s worldwide Olympic partnership in Europe. WeAreFearless and Golazo created a content-led brand campaign running across digital, social, PR and events. The campaign included over 200 videos in six different languages featuring 17 inspiring athletes and achieved over 725,000 social engagements, 154 million video impressions and 50m views, as well as 16.2 million national TV viewers.



Cleveland Browns Victory Fridge by Anheuser-Busch

NFL team the Cleveland Browns partnered with Bud Light to run the “Victory Fridges” sponsorship campaign in 2018. Bud Light delivered Victory Fridges filled with beer to FirstEnergy Stadium and bars around Cleveland. The opening of the Cleveland Browns Victory Fridges became the team’s most talked-about moment of the year – even surpassing more costly moments like the Super Bowl. On social media, the campaign got 201,263 mentions, 570,279,083 impressions, 117,893 engagement and 99% positive sentiment.



The Power of Numbers by Liverpool FC, Standard Chartered and Octagon

The Power of Numbers was a season-long digital campaign released to celebrate with Liverpool supporters and help them understand the meaning behind the significant numbers in the club’s history. The Power of Numbers campaign reached over 80 million fans worldwide and was used in more than 40 local market campaigns. With more than 240 pieces of content created across digital, audio and print, in seven different languages, the release of each story was timed to coincide with the anniversary of a key moment in the club’s 125th season.


Visit Rwanda and Arsenal FC Official Sleeve Sponsor by Arsenal FC

Visit Rwanda is Arsenal Football Club’s official Tourism Partner and its first shirt sleeve partner. The Arsenal shirt is seen 35 million times a day globally and is one of the most viewed teams around the world. In the first two weeks of the partnership, global google searches for ‘Rwanda’ were higher than the whole of 2017 and increased in the USA by 1,000%.

Williams F1 and Unilever by Williams F1 and Unilever

Unilever’s partnership with the Williams F1 team stretches far beyond on-car branding. Several F1-inspired engineering projects completed in partnership with the team have resulted in seven figure cost savings across Unilever’s 100,000-person supply chain and have implanted areas with an F1 derived performance culture. The programmes has also had a positive impact on the environment by saving energy, reducing waste and creating new jobs. Socially, the Engineering Academy which is a product of the partnership has provided both Unilever and Williams the opportunity to nurture the next generation of great engineers.