The Sponsorship Agency

Lewis Hamilton has partnered with the UAE-based telecommunications company e& (formerly Etisalat). This collaboration comes as Hamilton takes advantage of fewer restrictions on his sponsorships following his upcoming departure from the Mercedes-AMG PETRONAS Formula One Team after the 2024 season. His move away from Mercedes, where he had a long and successful career, marks a significant shift in his professional journey, allowing him to explore new opportunities and partnerships outside the constraints of his previous team agreements. #etisalat

LEGO and McLaren have created a special video for the Las Vegas Grand Prix, showcasing how to leverage a partnership effectively. This collaboration is a strong example of best practices in maximizing brand partnerships.

Formula 1® has expanded its sponsorship with American Express® from a regional deal in the Americas to a global partnership. As an Official Partner, Amex will engage fans across key markets like Australia, Asia, Europe, the Americas, and the Middle East. This collaboration brings two iconic brands together to enhance fan engagement, offering American Express a platform to connect with F1’s diverse global audience. Exclusive perks for Amex Card Members include Amex Presale Tickets™, Paddock Club™ access, and Grandstand tickets at select Grands Prix, elevating the fan experience. Amex will also host business customers at F1 events, blending entertainment with networking opportunities. This strategic move highlights the brands’ focus on experiential marketing, customer loyalty, and global engagement for the long term. #Formula1 #americanexpress

The Jersey Takeover is a story of connection and shared emotions, drawing on the powerful blend of music and sports. Coldplay's music, woven into the fabric of FC Barcelona's jerseys, symbolizes how deeply music can influence and enhance the sports experience. This partnership, facilitated by Spotify, not only amplifies the game's emotional resonance but also strengthens the bond between fans across the globe, making every match a celebration of collective joy and passion. #barcelona #spotify

Williams Racing and Kraken have confirmed the extension and expansion of their global partnership into the 2025 Formula 1 season. Established in 2023, Kraken joined as the Official Crypto and Web3 partner, aligning with Williams Racing’s objectives to enhance performance on and off the track. The partnership has focused on using crypto technology to enhance fan engagement in Formula 1, offering Kraken a platform to activate its brand through innovative digital and in-person experiences. The partnership extension highlights both parties’ commitment to exploring new opportunities for collaboration, driving mutual growth, and strengthening fan interactions. #Williams #f1

Asia emerges as a new sponsorship powerhouse with Tiger® Beer becoming the Official Beer Partner of Manchester United. This partnership unites the renowned Asian brewer with one of the world’s most popular and successful football clubs, aiming to elevate fan experiences and strengthen global engagement with Manchester United supporters. #tigerbeer #ManchesterUnited

At their annual Tech World event, Lenovo unveiled a game-changing partnership with FIFA, positioning themselves as a leading innovator in sports technology. From cutting-edge AI solutions to data center infrastructure, Lenovo's involvement goes beyond typical sponsorship—it's about reshaping how fans experience the game. This partnership is a strategic move, leveraging FIFA's global platform to showcase Lenovo's technological capabilities on the world stage. By enhancing global broadcasts and fan interactions, Lenovo is not only aligning its brand with two of the largest sporting events, but also demonstrating the value of innovation in sports entertainment. #lenovo #fifa

By securing T-Mobile as an official partner and exclusive 5G provider, McLaren taps into the vast network capabilities of one of the largest telecommunications companies. This partnership allows McLaren to enhance its on-track performance through cutting-edge 5G connectivity during races in Austin, Miami, and Las Vegas, where real-time data transmission and communications are crucial for race strategies. For T-Mobile, this collaboration offers significant brand exposure on a global stage, as their logo will be prominently displayed on McLaren cars and communication headsets during high-profile races in the U.S., including at major events like the United States Grand Prix and the Las Vegas Grand Prix. McLaren’s status as a leader in securing partnerships sets them apart as the team with the most extensive sponsorship portfolio in F1, reinforcing the value of associating with a team of their stature. #Telekom #f1

Levi's capitalized on their partnership with McLaren by launching a special collection designed exclusively for the race in Austin. #Levi’s

Jürgen Klopp's appointment as the Global Head of Soccer at Red Bull represents a strategic move that could significantly enhance the brand's positioning in the global soccer market. Red Bull's investment in football includes ownership or partnerships with multiple clubs across different continents, such as RB Leipzig in Germany, Red Bull Salzburg in Austria, and the New York Red Bulls in the United States. Klopp's profile, known for his charismatic leadership and tactical expertise, can elevate the perception of Red Bull’s soccer projects. As the new face of Red Bull's soccer ambitions, Klopp’s involvement brings substantial value to their sponsorship deals. His global reputation and connection with fans could be leveraged to attract new partnerships and enhance the visibility of Red Bull’s soccer-related ventures. This might include opportunities for co-branded campaigns, expanded media coverage, and the creation of exclusive content showcasing Klopp's vision and Red Bull's approach to developing talent. #redbull