I just observed an interesting button on the Economist website. If you’re reading an article, there’s a button which says ‘Timekeeper’ next to the usual share buttons. Turns out it’s a sort of private Economist Instapaper that allows you to save articles for later consumption, sponsored by Rolex. It was launched around April 2014, and currently runs on The Economist and The Talks websites, though in the latter it is a more obvious play with a separate tab.
It’s one of the more interesting sponsorship executions I’ve seen on the web, even if the name is a bit obvious!