Sponsorships & Partnerships
We boost brands through sponsorships, co-branded activities, and long-term alliances, maximising visibility, engagement, and audience connections to deliver measurable results.
BetMGM X 2024 Premier League Darts
When BetMGM were announced as the title sponsor of the 2024 Premier League Darts, we were tasked with surprising and entertaining fans, going bigger than other brands had before. For the tournament’s kick off, we ‘landed’ three golden darts in Cardiff to provide a unique visual seen across BBC, ITV and Sky Sports’ coverage of the tournament, before taking them to multiple nights throughout the calendar.
We also created fun social content with the sport’s top names that saw record engagement on the brand’s channels and set up interview exclusives across top sports media that called out the partnership.
BetMGM X Cheltenham Festival
Our main task as BetMGM’s comms and PR agency was delivering on their mission of being the most entertaining brand in the space and delivering ‘Golden Moments’ for fans. To celebrate the brand’s first Cheltenham Festival in 2024, where they had a title-sponsor race on Gold Cup Day, we needed to put on a truly unique, attention-grabbing activation that made a mark with racegoers and press.
We did this by launching the BetMGM Residency, surprising and delighting racegoers with a secret gig from Craig David as punters flocked into the racecourse – sparking national media coverage and hundreds of pieces of user-generated social content.
Lovehoney X CleanCo
With a growing trend toward sobriety among younger generations, we partnered Lovehoney with CleanCo, the alcohol-free spirit brand founded by former Made in Chelsea star Spencer Matthews, to introduce the concept of a "Sobergasm" ahead of the Christmas party season - a time often marked by alcohol-fuelled intimate experiences.
The collaboration included a press campaign, a sober festive event, and the creation of a signature Sobergasm cocktail, blending fun with a mindful approach to celebrations.
Betway X Andy Roddick
Betway had built a strong portfolio of 11 ATP World Tour sponsorships, but didn’t have a unified platform or narrative to link them together. With the announcement of Andy Roddick as Betway’s newest global ambassador, the brand needed to combine their sponsorships and ambassadors and engage tennis fans on a global scale.
We developed the creative platform “Advantage, Served” to highlight how Betway enhances the match experience for consumers, along with a global toolkit adaptable for any market. In launching Roddick, we crafted bespoke pitches for sports and gambling media and combined with his blog excerpts – gaining coverage across nine different markets.
BetMGM X Tottenham Hotspur
As BetMGM entered its first full football season as a major player in the UK gambling market, they secured a high-profile partnership with one of the Premier League’s ‘big 6’, becoming Tottenham Hotspur’s official training kit sponsor.
We created a hero launch video, juxtaposing action we captured from the club’s training ground and first-class stadium with imagery that brought to mind the brand’s Las Vegas iconography. We also led on announcing the partnership in trade media, while offering the brand senior counsel on use of assets from the new deal across hospitality, player access and fan engagement.
Why it’s important
Sponsorships are more than just logos on a shirt, they’re opportunities to create deeper connections with audiences and amplify your brand’s story in an authentic way. In sports, where passion and loyalty thrive, the right sponsorship can drive engagement, build trust, and deliver meaningful impact. However, to truly stand out, sponsorships must go beyond visibility to deliver real value for both the brand and its audience.
Our process
At Boldspace, we specialize in transforming existing sponsorships into dynamic, engaging platforms. By leveraging fan insights, market trends, and creative storytelling, we bring your sponsorships to life across multiple channels, ensuring they resonate with your audience and go beyond the status quo. Whether it’s activating a sports partnership through social media campaigns, experiential events, or PR moments, we ensure your sponsorship drives measurable impact. In addition, we help brands identify and secure new sponsorships and partnerships that align with their values and goals. Using our data-driven approach, we match your brand with opportunities that create authentic connections and expand your influence.
Why we're different
We believe sponsorships should inspire, not just advertise. By combining bold creative thinking with advanced analytics, we ensure your sponsorships deliver more than just visibility, they foster authentic engagement and long-term loyalty. Whether amplifying your existing sponsorships or connecting you to like-minded brands, we deliver partnerships that are strategically aligned and culturally impactful.
Benefits
With Boldspace, your sponsorships evolve from passive associations into powerful engagement drivers. You’ll unlock new ways to connect with audiences, create memorable brand moments, and achieve measurable results. Our tailored approach ensures your sponsorships deliver value for your brand, resonate with your audience, and position you as a leader in the sports world and beyond.