SPONSORSHIP / PARTNERSHIP OF THE YEAR
DFL powered by AWS
The partnership between AWS and the DFL has redefined innovation in sports, transforming the Bundesliga into a global leader in fan engagement and technology. Operating in a competitive industry, the DFL oversees the Bundesliga and 2. Bundesliga, reaching millions of fans across 200+ countries. To maintain its global appeal, the DFL focuses together with AWS on three strategic pillars: Next Level Data Services, Media Production, and Fan Experience. AWS’s advanced cloud technologies enable real-time data processing, scalable solutions, and personalized fan experiences, aligning with the DFL’s vision.
Since 2020, and renewed in 2024, AWS and the DFL have integrated cutting-edge tools to process over 3.6 million data points per match, delivering actionable insights almost instantly. Innovations like “Bundesliga Match Facts powered by AWS” and “Bundesliga AI Stories” have enhanced live broadcasts and app engagement, with 90% of international fans reporting improved experiences. AI-driven features have doubled app usage, increased retention rates by 55%, and boosted editorial efficiency by 50%.
The partnership’s success extends beyond the Bundesliga, with Major League Soccer adopting DFL’s data solutions. By combining AWS’s technological expertise with the DFL’s fan-first approach, the collaboration has set new benchmarks in sports technology, operational efficiency, and global fan engagement.
DP World x International Cricket Council
As the Global Logistics Partner of the ICC, DP World has been an active partner in delivering cricket at every level.
From transporting pitches across the US for the Men’s T20 World Cup to bringing 1,500 young girls to matches in the Women’s T20 World Cup in the UAE, DP World’s activations go far beyond logistics. The brand also enabled iconic trophy tours, facilitated global fan activations, and delivered vital event operations.
The Beyond Boundaries initiative has delivered 3,000 kits across 12 countries, turning repurposed shipping containers into cricket facilities and making a tangible grassroots impact.
DP World has shown how a logistics provider can be more than just a sponsor—becoming a global enabler of the sport’s growth and accessibility, while telling its brand story through cricket’s universal appeal.
KP Snacks x The Hundred
The KP Snacks & Hundred partnership drives significant brand awareness and commercial sales growth across KP brands whilst reaching new audiences beyond the traditional cricket fan.
The ‘Everyone In’ campaign aims to make cricket more accessible to all, by encouraging and inspiring families and communities to get active through the sport.
At the centre of this is KP Snacks commitment to installing community cricket pitches targeting urban areas with high deprivation, ethnic diversity and a cricket facility deficit making it more relevant, accessible, welcoming and enjoyable for everyone from any background to get into cricket
Using a multi-channel campaign and working with the ECB, KP has delivered growth and impact across KP Snacks four business pillars; Consumers, Customers, Communities and Colleagues:
• Driven strong brand awareness across their portfolio brands
• Delivered exponential brand commercial growth and sales through partnership on-pack promotion and trade and customer activations
• Made a positive impact in the communities whilst contributing to KP Snacks’ People and Planet agenda of providing 1m opportunities to get active by 2030
• Provided a platform to engage and bring KP Snacks colleagues together
Manchester City Women X snugs
In a global first for sport and menstrual health, Manchester City Women and snuggs launched an industry-defining partnership that transcended commercial objectives to deliver real-world impact, cultural change, and community value. As the first-ever Official Period Underwear Partner for a professional women’s football team, the collaboration broke taboos, sparked global conversation, and demonstrated what modern, values-driven sports partnerships can and should look like.
The partnership achieved outstanding results, including a sell-out branded product line, widespread global social engagement, and product donations to grassroots and academy players in East Manchester. This was not just a commercial deal —it was a strategic alliance built on shared purpose, authenticity, and bold storytelling. Together, Manchester City Women and snuggs didn’t just talk about change—they’re delivering it.
Marriott Bonvoy x Manchester United
Marriott Bonvoy’s 2024/25 sponsorship with Manchester United delivered an award-worthy partnership, building on its “United. Near and Far.” strategy to engage a global fanbase. Through innovative activations like the “Play on the Pitch” competition and the immersive “Captain’s Suite”, Marriott Bonvoy provided exclusive, money-can’t-buy experiences. The campaign generated over 209 million video views, 397 million social impressions, and notably, 32.5 million points redeemed across a total of 258 packages. Strategic content partnerships and diverse “Moments” offerings significantly increased partnership awareness (up to +116%) and brand association. This collaboration exemplifies creative thinking, clear ROI, and meaningful value for both parties. The results demonstrate the exceptional value created for both Marriott Bonvoy and Manchester United through a strategically innovative and fan-centric partnership.
Metro Bank x ECB – Champion of Women’s and Girls’ Cricket
Metro Bank signed a landmark partnership with the England and Wales Cricket Board (ECB) as the first Champion of Women’s and Girls’ Cricket. This 6-year purpose driven partnership is based on a shared ambition to make cricket more accessible, inspire the next generation, and champion a positive future for women and girls in our communities.
The Metro Bank Girls In Cricket Fund directly supports local cricket clubs by breaking down the barriers girls face in accessing sport – providing practical resources, coaching development, and visibility. In its first year, the initiative led to a 21% increase in girls’ teams, with over 1,130 hours of in-club coaching and 228 new coaching placements. For the first time, women now make up the majority of participants in the ECB Coach Developer Programme.
This purpose-driven work has strengthened the grassroots cricket ecosystem while also shifting perceptions of women’s sport and community engagement. The campaign increased trust and consideration for Metro Bank and delivered a 150% uplift in new accounts from fans of women’s cricket.
The programme is now a blueprint for inclusive, community-led growth – and a powerful example of how sport and business can thrive together.
The FA x M&S Food – Eat Well Play Well
M&S Food has been a partner of the four Home Nation football teams, England, Scotland, Wales and Northern Ireland, since 2022. The aim of the partnership is to use the power of football to inspire the UK to make healthier eating choices as part of its ‘Eat Well, Play Well’ campaign.
Having set the foundations of the partnership in 2022 and 2023, 2024/2025 has been all about continuing to increase partnership awareness, increase public ‘Health’ perception of the M&S brand whilst driving consideration and sales of M&S Eat Well products.
The approach in 2024/25 laddered into a customer mindset around two key moments – a hero summer moment for relevancy around the Euros and a January health moment, all supplemented by smaller campaign spikes throughout the year, playing out cross channel from online right through to in-store.
A Euros TVC, featuring Ian Wright, inspired the nation to make healthier food choices ahead of the tournament. A Panini Sticker Album partnership generated excitement and ownability. The Perfect Match Roll drove brand love and further drove M&S healthy eating offering. Our campaign with Jack Whitehall as part of The FA’s The Greater Game campaign encouraged families to make healthier choices.
Vodafone Turkey & the Turkish Volleyball Federation – Infront
In October 2023, Infront launched a landmark sponsorship between Vodafone Turkey and the Turkish Volleyball Federation — the largest of its kind in women’s sports in Turkey. The partnership spans both the Women’s National Team and the Vodafone Sultans League and has quickly become a benchmark in brand activation and commercial collaboration.
Infront designed and delivered a multi-layered strategy focused on purpose, tech and fan engagement. Highlights include the first use of Hawk-Eye tracking with 5G in a European domestic league, gamified arena activations, a national Olympic campaign, and dedicated content for youth development. Over 170 content pieces were created, resulting in more than 57.6 million video views, 25.1 million social reach, and an 8.9% rise in match attendance.
Vodafone was positioned not only as a market leader in technology but as a force for gender equality in sport — a core message that resonated deeply with Turkish audiences and inspired nationwide support.
This partnership exemplifies how sport, technology and purpose can unite to deliver measurable brand value and social impact. It also reflects Infront’s strength in building high-impact, integrated sponsorships with long-term relevance.
West Ham United FC & Lyca Mobile
In its 13th year, West Ham United’s enduring partnership with Lyca Mobile remains a standout example of purpose-driven collaboration in football. Built on three shared pillars — community, entertainment, and product — the partnership has continued to evolve in 2024/25, delivering meaningful outcomes both locally and globally.
From engaging over 10,000 young people through the Lyca Mobile Cup and supporting the Emerging Hammers Festival, to launching the Club’s first partner fan zone at London Stadium, the collaboration blends brand reach with grassroots impact. Co-created entertainment content — including the newly launched Hotspots series — has amplified international engagement while celebrating culture, diversity and club values within the local east London community.
This season also saw the refreshed rollout of Lyca Mobile’s tailored Fan Plans, offering West Ham supporters’ affordable connectivity alongside exclusive Club rewards — deepening loyalty and driving acquisition.
Fan research shows Lyca Mobile has become one of West Ham United’s top three most-recognised commercial partners, achieving category-leading awareness growth over four seasons. With a clear framework for success and measurable returns across all objectives, this long-term partnership continues to be a benchmark in football for commercial innovation, fan value, and community impact.
