Not so Cold Palmer, McLaren Peak Performance and Saudi's U-Turn

Chelsea's 'Wrap up Warm' Campaign

Chelsea Football Club have just released their Christmas campaign for 2024 with their 'Wrap Up Warm' campaign; a campaign which combines meaningful storytelling with powerful visuals and culturally relevant ambassadors. Chelsea use their star man Cole Palmer as the focal point to highlight that 12,000 people were sleeping rough in London last year. By enlisting fan-favourite players and iconic figures who support the club like Suggs and Central Cee, Chelsea broadens its appeal to multiple generations, all whilst underscoring the message of giving back.

Chelsea have used a multi-channel strategy, with coat donation stations at stadiums, digital content that resonates emotionally, and a retail line that channels proceeds toward homelessness charities. This approach not only drives social impact but strengthens brand loyalty by making fans part of a collective mission. 'Wrap Up Warm' is a prime example of how brands can authentically build community connection and foster lasting loyalty through purpose-driven action.

Saudi Arabia's Investment Strategy

Saudi Arabia’s recent sports investments have drawn global attention in recent years; from hosting the WTA Finals in Riyadh, launching a ￡60 million Esports World Cup to attempting to enhance the star power in the Saudi Pro League with Toney, Diaby and Smalling.

But now, the Public Investment Fund (PIF) is changing their strategy. After years of expanding globally, the fund is shifting its focus inward, reducing overseas investment targets from 30% to around 18–20%. This move ties into Vision 2030, Saudi Arabia’s plan to reduce oil dependency and build up a resilient domestic economy. Yet, ongoing international criticism around human rights and claims of 'sportswashing' remain a concern.

Birmingham City X Heineken

Birmingham City Football Club has entered a four-year partnership with Heineken UK, aiming to transform the matchday experience at St. Andrew’s at Knighthead Park. The partnership introduces a World XI lineup of beverages, from Birra Moretti to Heineken 0.0, all of which will be readily available across new hospitality areas, kiosks, and fan parks.

Following a ￡15 million stadium overhaul, Blues fans can enjoy their drinks at The Garrison, a Peaky Blinders-inspired venue created by fan Steven Knight.

HEINEKEN has also invested in advanced beer delivery systems to bring perfectly chilled pours straight from the cooled cellars to stadium kiosks and bars, ensuring every pint is as fresh as it gets.

Vodafone x Women's Rugby

Vodafone is stepping up as the Performance Innovation Partner for Gloucester Hartpury Rugby, the reigning Premiership Women’s Rugby Champions, and their sister teams, Hartpury University and Hartpury College WRFC. Alongside featuring on their kits, Vodafone will provide the club with access to PLAYER.Connect, a new performance platform that tracks everything from recovery to the effects of the menstrual cycle on performance.

The partnership also rebrands Hartpury’s stadium as the “4ED Hartpury Stadium, with Vodafone,” with ticket sales supporting the 4ED Foundation for those affected by motor neurone disease.

Professional Darts Corporation X Smart Energy

The Professional Darts Corporation (PDC) has hit a ton-eighty with a clever new campaign, teaming up with Smart Energy to deliver an engaging, memorable message on energy awareness. Using the unmistakable voice of Russ Bray, known for his high-energy calls, the campaign cleverly combines entertainment with education. Each time Bray calls out figures from Smart Meter readings, tracking everyday household electronics, it echoes his iconic matchday style, bringing his precise number-calling from the darts world to everyday energy use.

This is a brilliant play in terms of audience targeting, tapping into the strong personality of a well-loved figure in darts culture not only engages fans but reinforces the message that "every count matters." It’s a thoughtful approach that’s bound to leave a lasting impact on both darts enthusiasts and energy-conscious consumers alike.

Mclaren X Optimum Nutrition

McLaren Racing has teamed up with Optimum Nutrition to launch the their McLaren Performance Hub, a cutting-edge health and wellness centre at McLaren’s iconic Technology Centre. This collaboration strengthens McLaren's commitment to peak performance, offering state-of-the-art Technogym equipment, including 50 machines, Olympic power racks, and a spin and wellness studio. The hub goes beyond fitness with on-site GP, physiotherapy, and mental health services, ensuring team-wide support.

Optimum Nutrition’s science-led products will be readily available for McLaren team members, reflecting both brands’ dedication to maximising human potential. This high-performance space underlines McLaren's holistic approach to supporting physical and mental health on and off the track, aligning team resilience with top-tier racing goals.

Global Sports Trend

SportBusines latest global survey has highlighted both Formula 1 and the FIFA Men’s World Cup as the most in-demand sponsorships in sports, each chosen by 19% of industry insiders. The NFL and UEFA Champions League followed closely, showing their continued commercial appeal. This trend reflects the impressive momentum of F1 under Liberty Media, thanks to strategic moves like the Las Vegas Grand Prix and high-profile partnerships with brands like LVMH and American Express. In North America, the NFL reigns supreme, drawing 35% of votes, while the upcoming North American-hosted FIFA Men’s World Cup displays its cross-continental allure.

The report also reveals a rising interest in cricket sponsorship in the US and a boost in the value of women’s sports sponsorships. The WNBA stands out, attracting more attention than the NBA for the first time, bolstered by record attendance and a star-studded lineup.

Klopp X Trivago

TRIVAGO has teamed up with football legend Jürgen Klopp as the face of their new AI-powered global marketing campaign. Known for his authenticity and relatable charm, Klopp was selected to align with trivago’s core values of trust, efficiency, and smart decision-making. With his universal appeal, Klopp brings a unique warmth to trivago’s message, making him a good ambassador to connect with travelers worldwide.