Banco Hipotecario of Argentina, a bank that specializes in mortgage loans, agrees to pay close to $1 million to sponsor popular soccer team Racing Club, and decides NOT to put their logo on the jersey.  Why?  Well, it just happens that the bank's slogan (and brand message) is: "Creating Owners".  The owner of the jersey, says the bank, is the team, and therefore it's only fitting to leave it free of advertising.  Brilliant.  That's what I call living the brand.