terms of use

please read these terms and conditions carefully before using this site 

These terms tell you the rules for using our website www.miai.co.uk.

who we are and how to contact us

www.miai.co.uk is a site operated by Miai Brand Partnerships Limited (“We”). We are registered in England and Wales under company number 07804278 and have our registered office at 1 Lynwood Villas, Cavendish Road, Weybridge, Surrey, KT13 0JN. Our VAT number is 121 9731 27. We are a limited company. To contact us, please email info@miai-brandpartnerships.co.uk.

by using our site you accept these terms

By using our site, you confirm that you accept these terms of use and that you agree to comply with them. If you do not agree to these terms, you must not use our site. We recommend that you print a copy of these terms for future reference. There are other terms that may apply to you These terms of use refer to the following additional terms, which also apply to your use of our site: • Our Privacy Policy • Our Cookie Policy which sets out information about the cookies on our site.

we may make changes to these terms

We amend these terms from time to time. Every time you wish to use our site, please check these terms to ensure you understand the terms that apply at that time. These terms were most recently updated in April 2021.

we may make changes to our site

We may update and change our site from time to time. We will try to give you reasonable notice of any major changes.

we may suspend or withdraw our site

Our site is made available free of charge. We do not guarantee that our site, or any content on it, will always be available or be uninterrupted. We may suspend or withdraw or restrict the availability of all or any part of our site for business and operational reasons. We will try to give you reasonable notice of any suspension or withdrawal. You are also responsible for ensuring that all persons who access our site through your internet connection are aware of these terms of use and other applicable terms and conditions, and that they comply with them.

our site is only for users in the UK

Our site is directed to people residing in the United Kingdom. We do not represent that content available on or through our site is appropriate for use or available in other locations.

how you may use material on our site

We are the owner or the licensee of all intellectual property rights in our site, and in the material published on it. Those works are protected by copyright laws and treaties around the world. All such rights are reserved. You may print off one copy, and may download extracts, of any page(s) from our site for your personal use and you may draw the attention of others within your organisation to content posted on our site. You must not modify the paper or digital copies of any materials you have printed off or downloaded in any way, and you must not use any illustrations, photographs, video or audio sequences or any graphics separately from any accompanying text. Our status (and that of any identified contributors) as the authors of content on our site must always be acknowledged. You must not use any part of the content on our site for commercial purposes without obtaining a licence to do so from us or our licensors. If you print off, copy or download any part of our site in breach of these terms of use, your right to use our site will cease immediately and you must, at our option, return or destroy any copies of the materials you have made.

do not rely on information on this site

The content on our site is provided for general information only. It is not intended to amount to advice on which you should rely. You must obtain professional or specialist advice before taking, or refraining from, any action on the basis of the content on our site. Although we make reasonable efforts to update the information on our site, we make no representations, warranties or guarantees, whether express or implied, that the content on our site is accurate, complete or up to date.

we are not responsible for websites we link to

Where our site contains links to other sites and resources provided by third parties, these links are provided for your information only. Such links should not be interpreted as approval by us of those linked websites or information you may obtain from them. We have no control over the contents of those sites or resources.

our responsibility for loss or damage suffered by you

Whether you are a consumer or a business user: We do not exclude or limit in any way our liability to you where it would be unlawful to do so. This includes liability for death or personal injury caused by our negligence or the negligence of our employees, agents or subcontractors and for fraud or fraudulent misrepresentation. If you are a business user: We exclude all implied conditions, warranties, representations or other terms that may apply to our site or any content on it. We will not be liable to you for any loss or damage, whether in contract, tort (including negligence), breach of statutory duty, or otherwise, even if foreseeable, arising under or in connection with:

  • use of, or inability to use, our site; or
  • use of or reliance on any content displayed on our site.
  • In particular, we will not be liable for:
  • loss of profits, sales, business, or revenue;
  • business interruption;
  • loss of anticipated savings;
  • loss of business opportunity, goodwill or reputation; or
  • any indirect or consequential loss or damage.

how we may use your personal information 

We will only use your personal information as set out in our privacy policy. We are not responsible for viruses and you must not introduce them We do not guarantee that our site will be secure or free from bugs or viruses. You are responsible for configuring your information technology, computer programmes and platform to access our site. You should use your own virus protection software. You must not misuse our site by knowingly introducing viruses, trojans, worms, logic bombs or other material that is malicious or technologically harmful. You must not attempt to gain unauthorised access to our site, the server on which our site is stored or any server, computer or database connected to our site. You must not attack our site via a denial-of-service attack or a distributed denial-of service attack. By breaching this provision, you would commit a criminal offence under the Computer Misuse Act 1990. We will report any such breach to the relevant law enforcement authorities and we will co-operate with those authorities by disclosing your identity to them. In the event of such a breach, your right to use our site will cease immediately.

rules about linking to our site

You may link to our home page, provided you do so in a way that is fair and legal and does not damage our reputation or take advantage of it. You must not establish a link in such a way as to suggest any form of association, approval or endorsement on our part where none exists. You must not establish a link to our site in any website that is not owned by you. Our site must not be framed on any other site, nor may you create a link to any part of our site other than the home page. We reserve the right to withdraw linking permission without notice.

which country’s laws apply to any disputes?

These terms of use, their subject matter and their formation (and any non-contractual disputes or claims) are governed by English law. We both agree to the exclusive jurisdiction of the courts of England and Wales.

BTW Alpine F1 Team


We fought for pole position by partnering with F1 team; Alpine; breaking Xbox into a new sport with a bold creative campaign

Krispy Kreme + Xbox Year 2

We revved engines across the UK & Ireland a 2nd time, with the Forza Fiesta donut. Inspired by the eponymous motorsport sandbox game, Forza Horizon 5.

The collaboration took over the flagship Krispy Kreme box design, with vibrant yellow and gorgeous pink. The collaboration once again came with gamepass codes with each Donut purchased, and the chance with an Xbox Series S console.

Working with F1 driver Lando Norris, we hosted a meet and greet, where fans compete with him on driving simulators to win a coveted, signed Krispy Kreme hat.


Chilly's + Xbox

Gamers love slamming H2O. Combining the Xbox Masterbrand with a touch of retro-futurism, we launched 3 limited-edition Xbox x Chilly’s water bottles!

Bottles were given away as incentive prizing through influencer livestreams and the Xbox official channels. If you’re lucky, you can go and pick up one yourself online.

view our gallery:

H&M + Animal Crossing

In praise of recycling and sustainability, we created an exclusive H&M island on Animal Crossing. Players could donate their unwanted clothes to pick up recycled H&M garments in-game!

We worked with H&M ambassador Maisie Williams to create a series of video creatives, we even put Maisie in the game as an avatar for fans to interact with!

Oreo + Xbox

We had fun, with a little cheating.

Xbox and Oreo teamed up to turn Oreo Cookies into a gaming experience. Inspired by the Xbox controller design, Oreo cookies were embossed with buttons and joystick directions. Gamers could scan unique combinations of these cookies to unlock hidden in-game features in Halo, Forza and Sea of Thieves!

Additionally to a custom Oreo dunkin’ Xbox Series S and a TVC, this activation broke the internet across 28 countries and picked up a staggering 96 awards, including 4 Cannes Lions.

view the gallery

Trapstar + Xbox

Celebrating risk-takers online & offline! Trapstar & Xbox released a limited edition run of co-branded football jerseys that were available for public purchase for just one hour.

We celebrated the launch with a spectacular event at the Tate Modern, with a guest list including Central Cee, Rondasosa & Maya Jama.

A Forza motorsport competition during the DJ set, was held where party invitees burned rubber toe-to-toe for the fastest lap time. The winner won a 1-of-10 limited edition Trapstar Series S console, the remaining nine were gifted to celebrity friends and family.


Animals Crossing


When Pandora launched their new Pandora ME collection in 2021, they wanted an innovative new way to showcase the jewellery.  We partnered with video game Animal Crossing New Horizons to create a special Pandora ME island in the game. The campaign featured global celebrity ambassadors Charli XCX, Donté Colley, Cecilia Cantarano and Beabadoobee, with their avatars and houses appearing in the game.  Players could explore a chilled hangout zone, dancefloor, DJ booth, diner and water garden, as well as Pandora’s office and jewellery workshop, showing the new collection coming to life. At the official Pandora ME launch event, we created and ran a game station where attendees could play and explore the Pandora ME island in the game.



In August 2021, Xbox announced a partnership with the English Football Association (FA) as part of a long-term sports strategy, lighting Wembley up in green to celebrate their sponsorship of the England Senior Men’s and Women’s teams. Since then, we’ve created some distinct football campaigns to maximise Xbox’s partnership with the FA.

In the run up to the Men’s World Cup tournament, we worked with the FA to create a digital campaign that saw England players Declan Rice, Phil Foden and Tammy Abraham compete in a series of real-life challenges inspired by some of Xbox’s most iconic in-game worlds to win a limited-edition signed Xbox Series X consoles for fans.

We further supported Xbox in activating their access rights across the international football season, enabling us to arrange LED exposure, offer ticket giveaways and grant behind the scenes access to fans. This included inviting beneficiaries from videogames industry charity Special Effect to a special open training session at St George’s Park.

animals crossing


The H&M / Animal Crossing brand partnership was designed to celebrate H&M’s sustainability drive and promote its innovative world-first in store recycling system Looop. The campaign targeted, engaged and connected with gamers, gaming influencers and gaming press to raise awareness of sustainability and recycling in fashion amongst a young and eco-conscious audience.

Fronted by H&M’s Global Sustainability Ambassador and Game of Thrones actor and filmmaker Maisie Williams, our partnership featured the addition of the brand-new Looop Island in the Animal Crossing game for players to explore, where they could recycle their in-game outfits using the Looop machine and choose new ones as they played. Players were also given the chance to meet Maisie’s digital twin in the game at Looop Island.


Places +Faces


Our partnership between Xbox and Places + Faces was all about two culturally influential brands doing something disruptive to drive conversations around cloud gaming and create deeper connections with Gen Z communities.

Inspired by streetwear and the rise of cross-body bags, the brand partnership saw the launch of the first accessory fashion bag for cloud gaming and the Xbox Game Pass Ultimate. A limited edition capsule collection was designed, consisting of a tee, hoodie, the special edition bag and a custom Xbox Wireless controller.

We created bespoke content and an extensive seeding program to bring the campaign to life and attract attention from press and influencers.



With Xbox and Gucci marking their 20th and 100th anniversaries respectively in 2021, it was the perfect time to come together to create something special in celebration.

Gucci designed 100 exclusively themed Gucci Xbox Series X consoles in Xbox and Gucci co-branded luxury travel cases, which were numbered with handwritten numbers and available to buy in Gucci stores worldwide and online. A further 20 limited edition console/case sets were seeded to A-list Gucci ambassadors.

This one-of-a-kind partnership put Xbox at the heart of the luxury goods space.

Krispy Kreme + Xbox Year 1

Purchasing this limited edition, brownie butter filled delight, would earn you a free game pass code, and just maybe even an Xbox Series S console.

This campaign brought the Nexus Level donut to Krispy Kreme stores in the UK and Ireland, supported by POS, CRM mailing & a social media campaign.

We created a viral announcement video, satirising tech-conference unveiling videos, and saw astronomical organic reach.




Our Xbox and Foot Locker partnerships have been going strong since 2012. 

Most recently, in 2019, Foot Locker exclusively sold the ‘Ultimate Xbox Limited Edition Jacket’ which gave consumers free VIP entry to Gamescom, the world’s largest consumer video games event.   In November of that year, Foot Locker attended XO19, a celebration of all things Xbox, where FRE Customs offered attendees live, Xbox-inspired sneaker customisation.