Sponsorship Works: 2023 Purpose-Led Activations Casebook
The 2023 Purpose-Led Activations Casebook is out now.
Sports sponsorship deals are evolving, and brands are increasingly looking for something beyond purely promotional transactions
In Safe Hands – AXA and Liverpool FC
Launched across October and November 2022, to coincide with Pink October and Movember, ‘In Safe Hands’ is a campaign to help educate and spread awareness of the importance of self-examination in detecting can…
Wear the Rose – O2 and the RFU
O2 states that it is on a mission to help close rugby’s gender gap with its longstanding partner – the RFU. In
Closer than ever before – Audi and FC Bayern Munich
In November 2022, an Audi employee experience activation celebrated its 20-year partnership with FC Bayern Munich via an internal competition that saw 30 Audi workers selected to drive the latest all-electric…
The Connected Scarf – Cisco & Manchester City FC
Technology giant Cisco leveraged its tie-up with Premier League Champions Manchester City FC and City Football Group in summer 2022 to launch ‘The Connected Scarf
Challenge Chelsea – MSC Cruises & Chelsea FC
An ongoing story-led activation running from 2021 through to 2023 by Chelsea FC and partner MSC Cruises called ‘Challenge Chelsea’ which leveraged player access, brand and club social channels and databases
A Time For Giving – Royal Manchester Children’s Hospital, The Christie and Francis House & Manchester City FC
Manchester City FC teamed up with its City In The Community charity to support the health of young people in Manchester in a tie-up with Royal Manchester Children’s Hospital, The Christie and Francis House through a suite of player fronted fundraising drives, appearances and initiatives linked through the theme of giving the gift of football during Christmas 2022.
Cyber Punk Art Training Kit Launch – OKX & Manchester City FC
Cryptocurrency platform OKX activated its new status as the Official Training Kit Partner of Manchester City FC for the 2022-23 season with an integrated online and offline campaign in July 2022 built around using real footage and CGI to turn City players into signature OKX cyber-punks in a campaign spearheaded by a mural created in Manchester by street artist Akse P19 and a matching social campaign.
Upside Down – Adidas & Manchester United FC
Manchester Utd Fc and official apparel supplier adidas launched the 2022/23 away kit whilst on tour in Australia (‘Tour Down Under’) through an integrated campaign called ‘Upside Down’
Waystar-Royco/Succession Shirt Launch – NOW TV, HBO & Heart Of Midlothian FC
Agency Fever brought to life the launch of the new series of HBO’s ‘Succession’ on UK streaming service NOW through a storyline-linked partnership with Edinburgh football club Heart Of Midlothian FC (H…