Welcome to the automated Brand Tracker diaries.
Z Manu World Champs set to make an even bigger splash in 2027
Source: https://stoppress.co.nz/news/z-manu-world-champs-set-to-make-an-even-bigger-splash-in-2027/
Goal: To enhance the event experience and increase participation
Claim: The Manu Champs combines the excitement of a high-stakes professional competition with something generations of New Zealanders already enjoy.
Media: Mai FM, Lumo
Summary: The Z Manu World Champs, focused on the popular manu diving competition, is set to return in 2027 with expanded participation and sponsorship integration. The event features unique activations and returning sponsors that contribute to a collaborative festival atmosphere, aiming to attract even larger crowds and media attention.
Preview: Veintitrés Sports and ueno bank for the World Skate Games
Goal: To create a relevant connection between the bank's architecture and skate culture
Claim: The roof is not your limit
Summary: The campaign promotes the official sponsorship of the World Skate Games taking place in Paraguay, using the unique curved roofs of ueno bank as a metaphor for skate ramps, establishing a natural connection to the sport.
Brands in the Rhythm of the Festival Sarajevo: Bingo Group and ‘Our Place’ that Remains
Goal: To create a sense of belonging and connection among people through shared experiences during the Sarajevo Film Festival.
Claim: A place where people want to be and feel they belong.
Media: Social media, digital content, PR, media communication
Summary: During the Sarajevo Film Festival, Bingo Group created a platform called 'Naše mjesto', which emphasized belonging and connection by engaging employees and the public in experiences like clothing selection and film screenings. The campaign aimed to enhance the festival atmosphere and build a relationship with the audience beyond traditional sponsorships.
BNW Developments named title sponsor of World Championship of Legends
Source: https://campaignme.com/bnw-developments-named-title-sponsor-of-world-championship-of-legends/
Goal: To promote BNW Developments through sponsorship of a major cricket tournament
Claim: BNW Developments World Championship of Legends
Summary: BNW Developments has become the title sponsor of the World Championship of Legends (WCL), set to take place in the UAE from October 3 to 18, 2026. Known as the BNW Developments WCL, the tournament marks the T20 league's debut in the Middle East, following two successful seasons in the UK. Season three will feature renowned former international cricketers.
HORIZONT Sportbusiness Awards: Sponsor of the Year: Cupra and Padel: How Sponsorship Becomes Co-Creation
Goal: Enhance brand visibility through sponsorship
Summary: The article discusses Cupra's innovative approach to sponsorship in the sport of Padel, highlighting how they have transformed traditional sponsorship into active participation and collaboration in sports events.
Premiere: Mastercard and McCann Miami present ‘Incomparable’, a campaign that recovers the brand’s iconic slogan
Goal: To celebrate the passion for football and the moments that cannot be bought.
Claim: There are things that money can't buy, for everything else there's Mastercard.
Summary: Mastercard, the official sponsor of Club Atlético Boca Juniors, launched its new advertising campaign 'Incomparable' created by McCann Miami, which emphasizes the unquantifiable passion for football in Argentina. The campaign revives the brand's renowned slogan to highlight emotions and priceless moments associated with football, honoring the unique way Argentine fans experience the sport.
Vodafone offers SMEs pitchside ads
Source: https://marketing.ie/vodafone-offers-smes-pitchside-ads/
Goal: To support and promote women's rugby in Ireland
Claim: Team of Us
Summary: Vodafone Ireland has become the main sponsor of the Ireland Women’s Rugby Team, replacing Aon. This marks the first time Vodafone's branding will appear on the front of the women's jersey, as part of its ongoing partnership with the Irish Rugby Football Union that began with the men's team in 2016. The campaign emphasizes the inclusivity of rugby and the sense of community it fosters.
BGE again backs Virgin’s home series
Source: https://marketing.ie/bge-again-backs-virgins-home-series/
Goal: Help Irish homeowners understand retrofit and energy upgrades
Media: Virgin Media One, Virgin Media Play
Summary: Bord Gáis Energy has renewed its sponsorship of Virgin Media Television's 'Help Me Buy a Home' series, which aims to educate Irish homeowners about retrofit options and energy upgrades. Valerie Hand, BGE's retrofit specialist, will participate in the series to provide advice on maximizing energy efficiency. The series premieres on September 20th.
When Sponsorship Becomes a Political Issue
Source: https://www.persoenlich.com/mediapartner/wenn-sponsoring-zum-politikum-wird
Goal: To enhance brand visibility and regional connection through sports sponsorship
Summary: The article discusses the ongoing debate in parliament regarding whether health insurers like Visana should limit their sponsorship activities, particularly in light of rising health insurance premiums and significant investments in professional sports. Critics argue that such spending is incompatible with rising costs, while supporters highlight corporate freedom and the importance of sponsorship for regional presence and brand maintenance. The case of Visana's sponsorship with FC Thun illustrates the shifting public expectations regarding the credibility and societal relevance of corporate sponsorship.
Travel Agency Sponsors ‘No Laughing Allowed at the Cabin’
Source: https://www.kampanje.com/markedsforing/reisebyra-sponser-ikke-lov-a-le-pa-hytta/1027623
Goal: To engage viewers in a fantasy game linked to a TV show
Claim: We think this is a fun collaboration
Media: VGTV
Summary: Travel operator TUI has become a sponsor of the VGTV series 'Ikke lov å le på hytta' and the fantasy initiative 'Hytta Fantasy'. The new season of the series allows viewers to participate in a fantasy game where they can predict which participants will perform best. There are prizes for the overall best league and individual player. TUI has created their own informal rules for vacationing, and there are significant prizes for winners of the fantasy game, including a gift card valued at 50,000 kroner.
Thon Hotels extends sponsorship agreement with women’s football
Goal: Involve more young girls in women's football
Summary: Thon Hotels has extended its partnership with Toppfotball Kvinner for three years, from 2027 to 2029, continuing their collaboration that began in 2018. The partnership aims to increase engagement and attendance at Toppserien matches, develop the 'Flere Jenter' initiative, and provide a national campaign platform for young female players. Thon Hotels will also support the clubs with accommodation and facilities, establishing a stronger connection between elite football and young aspiring players.
Material Manager of the Year: XL-Bygg Honors Hockey’s Invisible Heroes
Goal: To honor the behind-the-scenes heroes of hockey, the material managers.
Claim: Recognizing the unsung heroes of hockey.
Summary: XL-Bygg, a main partner of the Swedish Hockey League (SHL), has launched the Årets Materialare award to celebrate the material managers of winning teams. The award highlights the crucial support that these individuals provide, ensuring players have the right equipment and conditions to perform. The initiative exemplifies how sponsorships can create relevant narratives that connect a brand with its audience, emphasizing the importance of professional support in both construction and hockey.
Betsson.Sport, Marketing Manager Edoardo Gasparin Explains the Strategy
Goal: To enhance brand presence and engagement in the sports community.
Media: TV, digital content, sponsorships, programmatic channels
Summary: Betsson Group's new marketing manager, Edoardo Gasparin, outlines the company's strategy focusing on performance-driven investments, particularly in television and sponsorships. Betsson.sport aims to strengthen its community connection through local initiatives, while maintaining a continuous online and offline presence. Highlighted activities include a significant activation at a football match and the ongoing use of ambassadors to engage with fans.
Benetti Menswear Renews RTÉ Irish Open Sponsorship for Sixth Year
Source: https://www.adworld.ie/2026/09/11/benetti-menswear-renews-rte-irish-open-sponsorship-for-sixth-year/
Goal: To associate the brand with a major sporting occasion and engage with a large audience.
Claim: N/A
Media: RTÉ2, RTÉ Player, digital takeovers on RTÉ.ie
Summary: Benetti Menswear has renewed its sponsorship of RTÉ’s coverage of the Amgen Irish Open for the sixth year, with the sponsorship including stings across RTÉ2 and RTÉ Player, as well as digital takeovers on RTÉ.ie. The 2026 tournament will feature leading golfers and more than 20 hours of live coverage. The partnership aims to leverage the event's popularity in Ireland and enhance brand visibility.
How Graza hopes to lap the competition with some help from NASCAR
Goal: To grow Graza's national footprint and integrate the brand into NASCAR culture.
Media: Broadcast ads on CW and NBC during NASCAR races and pre-race broadcasts.
Summary: Graza, an olive oil brand that recently expanded into mayonnaise, has launched a campaign titled 'The Hot Lap Test' in partnership with NASCAR to increase its national presence. The campaign features a 30-second ad where an egg is cooked on a stock car's hood, showcasing the brand's playful connection to the NASCAR experience. The campaign is supported by various integrations with the NASCAR series and is directed by Jasper Cable-Alexander.
Revolut replaces Openbank as the new sponsor of ‘El Hormiguero’s Card’
Source: https://www.reasonwhy.es/actualidad/revolut-nuevo-patrocinador-tarjeta-el-hormiguero
Goal: Sponsorship of a television program
Media: Television
Summary: Revolut has replaced Openbank as the new sponsor of the television program 'La Tarjeta de El Hormiguero'.
Heineken Ryder Cup Deal Steps Up Battle for Ireland’s Live Events Market
Goal: To secure pouring rights and sponsorship for the Ryder Cup 2027
Claim: Official Beer, Cider and Stout Supplier
Media: Bars, spectator village, hospitality areas, premium experience suites
Summary: Heineken Ireland has secured the drinks and pouring rights for the 2027 Ryder Cup at Adare Manor, enhancing its presence in Ireland's competitive live entertainment market and allowing its range of products to be served during the event. The agreement is a strategic move as Heineken competes for sponsorship and partnerships within Ireland's sporting events.
Aptamil Returns as Sponsor of RollerCoaster.ie’s ‘A Little Birdie Told Me’ Podcast
Goal: To support parents through expert advice and authentic stories
Claim: Supporting parents is at the heart of what we do at Aptamil Follow-On Milk
Media: Podcast and digital content
Summary: Aptamil Follow On Milk continues its partnership as the headline sponsor for the 11th season of the 'A Little Birdie Told Me' podcast, focusing on women's resilience and family life. The season features conversations with various guests discussing how they navigate challenges while balancing personal and family well-being. The podcast has become a trusted resource for parents in Ireland, promoting comfortable and uplifting discussions.
Lidl Signs Major RTÉ Partnership Around Katie Taylor’s Croke Park Farewell Fight
Goal: To support Katie Taylor's final fight and promote women's sports
Claim: In Katie’s Corner
Media: RTÉ2, RTÉ Player, 2FM, RTÉ.ie, RTÉ Radio 1
Summary: Lidl has partnered with RTÉ to sponsor the coverage of Katie Taylor's final fight against Flora Pili, enhancing their commitment to women's sports in Ireland. This multi-platform media partnership includes broadcasts on various RTÉ channels and digital takeovers, aiming to deliver a significant sporting event to Irish audiences.
Late Late Toy Show Advertising Packages Could Generate Over €1m
Source: https://www.adworld.ie/2026/09/02/late-late-toy-show-advertising-packages-could-generate-over-e1m/
Goal: Generate advertising and sponsorship revenue
Media: TV broadcast, RTÉ Player, digital packages
Summary: RTÉ is offering premium advertising packages for the Late Late Toy Show, potentially generating over €1 million in revenue. With various packages and audience giveaways available, this year's broadcast aims to attract substantial advertiser interest, reflecting increased pricing and inventory compared to last year.
Texas A&M Drives New Track of Consumer Brand Marketing
Goal: To position Texas A&M as a modern consumer brand and engage with audiences through high-visibility events.
Media: Television (Fox Sports)
Summary: Texas A&M University's marketing strategy focuses on exploiting 'blue ocean' opportunities to elevate its brand as a modern consumer entity. By sponsoring Felix Rosenqvist, the reigning Indianapolis 500 champion, during the inaugural IndyCar Freedom 250 Grand Prix in Washington, D.C., the university aims to enhance its visibility and showcase its offerings beyond athletics. The initiative also coincides with the school's 150th anniversary and aims to connect with diverse audiences at this significant event.
Magners ‘Spit-take’ by Ark Agency
Source: https://www.campaignlive.co.uk/article/magners-spit-take-ark-agency/1967279
Goal: Promote ongoing sponsorship of a comedy venue
Media: Mural
Summary: Cider brand Magners has unveiled a mural on Brighton Street in Edinburgh as part of its ongoing sponsorship of the comedy venue Underbelly.
The Irish Marketing Podcast: From the Stoney Grey Soil to Leafy Ballsbridge
Goal: Support rugby through sponsorship
Summary: The latest episode of The Irish Marketing Podcast features Karl Waters, the chief creative officer at Folk VML, reflecting on his career and various influential campaigns, including Vodafone's rugby sponsorship initiative 'The Team of Us' and An Post’s Adress Point initiative. He shares insights on the creative industry, emphasizing the importance of resilience and adaptability.
Equiti Becomes Jersey Sponsor for Four-Time UAE Pro League Champions, Al Wahda FC
Goal: To strengthen the partnership with Al Wahda FC and promote community engagement.
Claim: Aim Higher
Media: Club kits, training kits, and television coverage
Summary: Equiti has renewed and expanded its sponsorship agreement with Al Wahda FC for the 2026/27 season, featuring front-of-shirt branding on the club's kits. This partnership aims to reflect a long-term strategic relationship and promote community and sporting excellence, aligning with Equiti's 'Aim Higher' platform. The club's extensive media reach and history in Abu Dhabi are highlighted as key factors in the partnership.
When the Sky Aligns with Music: Vodafone Paredes de Coura is Back
Goal: Enhance festival experience through technology and engagement.
Media: podcasts, live concerts, promotional activities
Summary: Vodafone returns as the main sponsor and technology partner for the Vodafone Paredes de Coura festival, focusing on enhancing network infrastructure and offering new public experiences. The campaign includes the introduction of live podcasts addressing social topics, intimate concerts at unexpected locations, and a prize initiative linked to their loyalty program. Their strategy aims to integrate Vodafone into the festival’s experience without overshadowing its identity.
Coke and Visa Score, Adidas and McDonald’s Fumble on Pricey World Cup Sponsorships
Goal: Increase brand visibility and sales through World Cup sponsorship
Claim: Trademark Coca-Cola volume growth of 5%
Media: Broadcast, Merchandise, Digital
Summary: Coca-Cola and Visa benefitted from their sponsorship of the 2026 World Cup, reporting significant increases in revenue, while Adidas and McDonald's faced challenges with their campaigns. Coca-Cola saw a 7% revenue rise and a 5% growth in volume, while Visa experienced a 14% revenue uptick due to increased transactions. Meanwhile, McDonald’s and Adidas struggled, with Adidas' stock dropping significantly despite higher marketing spend.
Mercedes-Benz Returns as Sponsor of RTÉ’s The Traitors Ireland
Source: https://www.adworld.ie/2026/07/31/mercedes-benz-returns-as-sponsor-of-rtes-the-traitors-ireland/
Goal: To enhance brand visibility and connection with audiences through sponsorship of a popular TV show.
Claim: Commitment to delivering unparalleled luxury, performance and an exceptional brand experience.
Media: RTÉ One, RTÉ Player
Summary: Mercedes-Benz Ireland has renewed its sponsorship of the reality TV series The Traitors Ireland for its second season, continuing to feature their GLC SUVs throughout the show as part of the contestants' journeys and strategy discussions, thereby enhancing brand visibility and engagement.
Blackrock Health to Sponsor Newstalk’s Weather Updates
Source: https://www.adworld.ie/2026/07/31/blackrock-health-to-sponsor-newstalks-weather-updates/
Goal: To build awareness of Blackrock Health's hospitals and healthcare services.
Claim: Helping people access trusted healthcare from the experts.
Media: Newstalk radio station
Summary: Blackrock Health has become the sponsor of Newstalk Weather through a 12-month agreement, brokered by Media Central and Core Sponsorship. This partnership aims to give Blackrock Health national reach and frequent exposure, promoting its healthcare services and facilities. The sponsorship aligns well with Newstalk's values and provides a credible environment for audience connection.
Jameson teams with NFL as global sponsor amid spirits market struggles
Goal: To enhance fan engagement and elevate the fan experience during NFL events.
Claim: Jameson is the perfect partner to enrich our fan engagement.
Media: broadcast, digital, and social channels
Summary: Jameson has entered a multiyear partnership with the NFL as its official spirits sponsor, replacing Diageo. This sponsorship will feature Jameson across various NFL events, including the Super Bowl and International Games, aiming to enhance fan experiences and create community connections.
After Ten Years: Coca-Cola Becomes a Bundesliga Sponsor Again
Goal: Increase brand visibility in sports
Summary: Coca-Cola has announced that it will become a sponsor of the Bundesliga after a ten-year hiatus. This return to sponsorship aims to enhance the brand's visibility and engagement within the popular football league.
TVNZ sponsors AIMA conference keynote
Source: https://stoppress.co.nz/news/tvnz-sponsors-aima-conference-keynote/
Goal: To support independent media agencies and foster discussion on AI and human judgement.
Claim: Making it easy to back Kiwi
Media: Event sponsorship
Summary: TVNZ has become the premier sponsor for the keynote speaker at the Aotearoa Independent Media Agencies conference, featuring Dr. Mahsa McCauley. The conference, themed 'Indie Edge. Human Advantage', focuses on how AI impacts the indie sector. Dr. McCauley's talk will guide agency owners on the irreplaceable aspects of human judgement amidst technological advancements. TVNZ's involvement showcases their commitment to the independent agency community and local businesses.
Honda Ireland to Sponsor Today With David McCullagh on RTE Radio 1
Source: https://www.adworld.ie/2026/07/23/54485/
Goal: Increase brand exposure to Irish motorists
Claim: Honda is built on quality, reliability, and dependability
Media: RTÉ Radio 1, promotional stings, and homepage sponsorship
Summary: Honda Ireland has partnered with RTÉ Radio 1 to sponsor the show Today with David McCullagh. This sponsorship involves multiple daily promotional spots aimed at enhancing Honda's visibility among Irish drivers, aligning the brand's values with RTÉ Radio 1's commitment to trusted journalism.
Sponsors of The Evening Year VI: The Brands Joining In
Goal: Promote the event and brands through sponsorship
Media: Twitch, TikTok Live
Summary: La Velada del Año VI is returning on July 25, 2026, as a major entertainment event hosted by Ibai Llanos, featuring celebrity matchups and attracting tens of thousands of attendees along with millions watching online. The event serves as a significant promotional platform for brands and sponsors, with several companies participating, including Casio and a new fast food sponsor.
New: Rapp Argentina and Assist Card unveil a manifesto on different ways to support
Goal: To conclude the brand's support for the Argentina National Team in the 2026 World Cup.
Media: archive footage, AI-generated images
Summary: Assist Card, in collaboration with Rapp Argentina, presents 'Asistir', the final piece of communication for its sponsorship with the Argentine Football Association during the 2026 World Cup. This piece marks the culmination of real-time engagement with fans, sharing content before and after each match until the national team's return to the country.
Because Running is Serious Business (Red Cross and AAU in Strategic Alliance)
Goal: To promote healthy lifestyles and community engagement through athletics.
Claim: Nutrition and wellness are for everyone who incorporates sports into their life.
Summary: The Uruguayan Athletes Group (AAU) is partnering with the Red Cross to promote a running championship with 1,400 participants across 20 official races. Herbalife sponsors this initiative to enhance community well-being and emphasize the importance of nutrition for all athletes.
Allianz Ireland to Sponsor Q102’s ‘The Home Stretch with Laura Woods’
Goal: To enhance the listening experience for commuters between work and home
Claim: The moments between work and home are some of the most important in the day
Media: Radio
Summary: Allianz Ireland has secured a sponsorship deal with Q102 for the afternoon show 'The Home Stretch with Laura Woods,' which aims to enhance the experience of listeners during their commute while promoting Allianz's insurance products.
Afas Sponsors Initiative Oormerk for Concert at Lower Volume
Source: https://www.adformatie.nl/marketing/merkstrategie/afas-sponsort-oormerk-voor-concert-op-lager-volume
Goal: Promote quieter concerts
Summary: Afas is sponsoring the Initiative Oormerk, which promotes concerts held at lower volumes to accommodate audiences sensitive to loud sounds. This initiative aims to enhance the concert experience for a wider range of attendees.
Jonnie Cahill from PepsiCo on How to Modernize Sponsorships and Increase Fan Engagement
Goal: Enhance consumer experience through brand sponsorships
Media: WhatsApp and group viewing activities
Summary: Jonnie Cahill, the Chief Marketing Officer of PepsiCo International Foods, discusses in an Ad Age podcast how the brand is modernizing its sponsorships. He emphasizes the importance of improving consumer experience, particularly through Lay's initiatives during the FIFA World Cup, which included innovative group viewing events and a WhatsApp experience. Cahill also shares insights on balancing brand evolution with maintaining core brand values.
Mastercard at the Sarajevo Film Festival: Eleven Years of Partnership Bringing Priceless Experiences
Goal: To provide unique and invaluable experiences for Mastercard users at the Sarajevo Film Festival and promote gender equality in the film industry.
Claim: The red carpet is wide enough for everyone.
Media: Social media, online platforms
Summary: Mastercard has been the exclusive sponsor of the Sarajevo Film Festival for eleven consecutive years, aiming to offer unique experiences for card users. The campaign emphasizes equality and inclusion, featuring benefits for tourists and enhanced ticket purchasing options while also promoting gender equality and community engagement. This year, Mastercard introduced a global dimension by connecting the festival to its Priceless platform, allowing film lovers to participate as VIP guests. The campaign also included numerous local business partnerships and experiences, contributing to a rich cultural immersion.
DiscoverIreland.ie Signs Up as Sponsor of The Traitors Ireland
Source: https://www.adworld.ie/2026/07/17/discoverireland-ie-signs-up-as-sponsor-of-the-traitors-ireland/
Goal: To connect with audiences and inspire travel experiences in Ireland.
Claim: DiscoverIreland.ie connects with an engaged audience through one of the country’s biggest television events.
Media: Television, audio, social media, RTÉ Player, RTÉ Radio 1
Summary: DiscoverIreland.ie, owned by Failte Ireland, has signed up as the new sponsor for the second series of The Traitors Ireland, featuring 240 credited stings in episodes and across various media platforms, aiming to inspire audience engagement and travel experiences in Ireland.
DiscoverIreland.ie backs new Traitors
Source: https://marketing.ie/discoverireland-ie-sponsors-traitors-ireland/
Goal: To promote DiscoverIreland.ie through sponsorship of a reality TV show.
Media: RTÉ One, RTÉ One +1, RTÉ Player, TV, audio, social media
Summary: DiscoverIreland.ie, sponsored by Fáilte Ireland, will back the return of The Traitors Ireland on RTÉ One and RTÉ Player. The sponsorship includes 240 credited stings, live broadcasts, and promotional appearances across various media channels. The show features contestants in a psychological game of deception for a cash prize of up to €50,000.
Sponsoring Switzerland: Brack Wins the 7th Sponsoring Excellence Award – Media Partner
Source: https://www.persoenlich.com/mediapartner/brack-gewinnt-den-7-sponsoring-excellence-award
Goal: To provide real value to fans and promote engagement through sponsorship
Media: Stadium events, merchandising, creative activations
Summary: Brack has become the naming partner of the Brack Super League for the 2025/26 season, expanding its role as a partner of youth football in Switzerland to include the highest tier of Swiss football. Through innovative approaches and integrating various marketing mix elements, Brack aims to offer value to fans, customers, and employees alike. The project was recognized at the Sponsoring Excellence Awards for its comprehensive approach and effective integration with the company's strategy.