Sports media and events company Sportspro has collaborated with sports marketing agency Sportsquake to launch Impact X, an annual initiative showcasing creative partnerships in sports.

The inaugural casebook consists of 50 partnerships and activations and showcases works such as Newcastle United’s ‘Unsilence the Crowd’ and Adidas‘ ‘Runner 321’ campaign.

“Recent years have seen an increasing number of high-growth tech brands in sectors like crypto, FinTech, online food delivery and ecommerce entering the market, shaking up the landscape and bringing creativity and innovation to the sports sponsorship sector,” said Michael Long, Sportspro’s editorial director.

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“It is this wave of innovation that has inspired the launch of Impact X, which recognises work that not only delivers tangible results for those involved but also gets people talking, within and outside the sports industry, through the execution of original ideas and tech-led innovation.”

According to the firms, Impact X aims to provide a “deeper understanding” of why sports sponsorship works.

“We’re honoured to team up with Sportspro to deliver this inaugural review of sport x brand partnerships,” said Olivia Gillibrand, CMO at Sportquake.

“Since Covid, we’ve seen an evolution in sports marketing, marked by creativity, innovation, and the rise of digital-first, high-growth brands reshaping how sport and brands engage with fans. Impact X is all about highlighting the creativity and impact that make sports partnerships stand out. Sponsorship today is about strategy, purpose-driven activation, and telling brand stories that resonate with fans.”