Tottenham Hotspur FC

AIMS have established a strong presence in global football sponsorship, having previously been the regional partner of Borussia Dortmund, AIMS made the leap to the Premier League with Tottenham Hotspur FC and have conducted a powerful marketing campaign to cement their sponsorship presence at global level.

Argentine Football Association

With World Cup approaching in 2026, PU Prime have partnered with current world champions, the Argentine Football Association to create a powerful alignment that allows them to use the intellectual property of the team as well as key players such as Lionel Messi in their marketing campaigns.

Scuderia Ferrari HP

The Scuderia Ferrari brand is one of the most iconic brand names that has transcended the world of sport into a global lifestyle brand. By partnering with Scuderia Ferrari HP, Vantage have created a superb brand alignment to promote itself on the global stage.

England and Wales Cricket Board

This award goes to IG for their partnership with the England and Wales Cricket Board. The award particularly highlights IG’s support for grassroots initiatives that includes investment in new public cricket net facilities across the country, targeting increased levels of ambition, ability and attainment amongst under-represented communities.

Dubai Racing Club

This award is achieved for the sponsorship of the Dubai Racing Club by introducing something fresh and transformative to the sponsorship market as the first broker to sponsor horse racing. Since horse racing is deeply rooted in the country’s cultural heritage this partnership also reflects the strong ties to the region.

Zlatan Ibrahimović

XTB are known for signing first class ambassadors having previously worked with Jose Mourinho, Conor McGregor and Iker Casillas. The signing of Zlatan keeps the tradition going and this time XTB has partnered with one of the most colourful figures in the sports world, Zlatan Ibrahimović. Ibrahimović, one of the most charismatic football players of the last generation with over 120 million social media followers stands out with his unique goals and even more original ways of being.

Trade like Champions, Win Like legends

The strapline wins the award as it completely aligns with the sponsorship that PU Prime have made with the Argentine Football Association. The team are current champions of the world and have a long history of legends playing in the team such as the famous Diego Maradona.

“At XTB Money Works for Zlatan, not Zlatan for Money”

The commercial wins the award as it embodies XTB’s brand messaging. The slogan highlights that the platform’s goal is to empower users to grow their savings, rather than Zlatan being solely focused on earnings. XTB is also introducing a new positioning, “Where your money works,” to emphasize the platform’s ability to help individuals manage their finances effectively.

The 2025 award for excellence as voted by the judges goes to XTB who have consistently created innovative sports sponsorships and brand ambassador partnerships during the year. As well as the partnership with Zlatan, XTB partnered with Tyson Fury and created a unique regional partnership in MENA with the UAE Boxing Federation to support the UAE National Boxing team, its coaches, and upcoming events. This partnership marks XTB MENAs active involvement in promoting athletic development in the region.