10 unusual examples of brand partnerships in 2020 We explore brand hook-ups to come out of the COVID-19 crisis, from Uber and Petbarn to Binge and The Iconic One of the interesting things to come out of this year’s unprecedented market conditions was a rethink around external partnerships and collaborations by local and global brands. In fact, partnerships were so prominent, Deloitte highlighted brands interacting with other organisations as one of its top seven trends exhibited during the COVID-19. According to the consulting giant’s c-suite research, 80 per cent of survey respondents who introduced new partnerships during the crisis also see these as key to business post-pandemic.