Six partnerships that changed the sponsorship game
Written by Olivia Gillibrand, CMO, SportQuake
Impact X was created to spotlight campaigns that reshaped sponsorship marketing post-pandemic.
We started with two questions: What does great creative look like in sport today? And how do you measure impact in a post-Covid world?
These sparked great conversations – with SportsPro, our advisory board, and internally amongst our team. And they’re questions that are more relevant than ever. In a landscape where media is commoditised and attention is hard-won, creativity is what delivers impact (and results). Impact X celebrates bold, progressive work, picked not for spend, but for how bravely brands showed up.
Here are my Super Six from Impact X: campaigns that didn’t just activate sponsorships, but redefined what great partnerships can achieve.
Gatorade x Deportivo Independiente
The sweaty side of sponsorship
Quite possibly my favourite partnership. No gimmicks. No gadgets. Just a clever twist: placing the Gatorade logo inside the jersey so it only appears when a player wipes their sweat. It’s smart, it’s subtle, and it gave Gatorade exposure in a way fans hadn’t seen before, both in-stadium and on-screen. The impact? A huge media return at a fraction of the cost of a traditional front-of-shirt deal. An old-school idea with fresh execution and a reminder that simple, smart creative can go further.
Charlotte Tilbury x F1 Academy
Make Up Your Destiny
A beauty brand breaking into motorsport might seem unexpected, but that’s exactly why it worked. Charlotte Tilbury didn’t just enter Formula 1 – they did it with purpose, backing the all-female F1 Academy and empowering a new generation of drivers and fans. The activation positioned the brand at the intersection of sport, fashion and culture. With smart storytelling and a standout car livery, it delivered significant media value, challenged stereotypes, and earned the right kind of attention. An unapologetically bold debut and one of my favourite women’s sport partnerships.
LVMH x Paris 2024
Dreams Made in Paris
Medal trays by Louis Vuitton. Dior dressing the opening ceremony. Champagne by Moët. LVMH weren’t a TOP sponsor, but they dominated the Games. They elevated the entire experience, blending luxury into the Olympic narrative at every opportunity. The campaign tapped into national pride, Parisian elegance and cultural resonance – turning product integration into storytelling. This was a masterclass in brand orchestration, executed with precision and flair. For me, it stood out almost as much as the breakdancing…
Sela x Newcastle United
Unsilence the Crowd
Haptic shirts that let deaf fans feel the noise of the game. A sponsor using tech to improve accessibility and connect with local supporters in a meaningful way. This campaign put purpose at the heart of a global sponsorship, creating emotional resonance and viral moments – including Dan Burn’s BSL goal celebration. It also marked a first in Premier League history, helping Sela build authenticity and connection with fans far beyond their home market. The execution was world-class, and the sentiment was real. This is modern sponsorship and inclusivity done right.
Orange x Paris 2024
Marathon Pour Tous
From telecoms partner to emotional enabler. Orange committed to play a major part in the delivery of the live broadcast coverage from Paris 2024. In order to fulfil its operational commitment, Orange set up the first private 5G network for use during an Olympic Games.
Broadcast and wider connectivity role, however important, would not achieve the wider visibility and engagement the brand sought among its customers and other target groups. Orange invited everyday runners to be part of the Olympic story through a mass participation night race, complete with video messages from loved ones and emotional post-race moments. The visibility was incredible with one person in seven in France reported to be aware of the partnership. Proof that fan engagement doesn’t have to live in the margins.
AB InBev x Mexico
Corona Beer Badge
A powerful example of creativity thriving within restrictions. With FIFA rules preventing branding on national team kits, AB InBev and Corona found a workaround that turned Mexico’s jersey into a fan activation tool. Partnering with Adidas, they launched a limited-edition Mexico shirt with a contactless NFC chip embedded in the crest. Fans could use the shirt to redeem free beer and rewards at Corona Fan Fests during the World Cup, with Corona topping up benefits every time Mexico played.
The results were outstanding: 37,000+ activations, 23% uplift in beer sales, and over 800,000 social conversations. A brilliant blend of innovation, utility and cultural relevance that turned national pride into real-world reward. Sponsorship at its most inventive.
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the casebook
So, what makes great creative (and impact) in sport today?
It’s not logo size. It’s not media weight. It’s brands showing up with something to say, and saying it in a way authentic to them.
That’s what Impact X is all about. If it helps even one brand, one team or one creative raise the bar, it’s done its job. Here’s to more bold ideas. More fan-first thinking. More work that earns attention and creates impact.
These are just six of 50 brilliant campaigns featured in our Impact X case book with SportsPro.
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