Take Your Shot – Bitget & Juventus
In Mid-March 2022, Asian crypto exchange Bitget leveraged its new sleeve sponsorship with Serie A giants Juventus through a video-led digital campaign fronted by four members of the team aimed at boosting brand awareness and driving new customers into the sponsor’s sales funnel.
Loyalty FC – Valvoline & Sevilla FC
Running from December 2020 to May 2021, Sevilla FC sleeve sponsor Valvoline activated its partnership during the pandemic through a bespoke digital football content platform launched through a six-part, player-fronted ‘Loyalty FC’ video series which aimed to highlight brand/club synergies and drive home value-based messages.
Great for the Good – CRED and the BCCI
Activating its 2021 sponsorship, IPL payments partner CRED rolled out a set of comic commercials featuring actor Jim Sarbh and a team of cricketer/entertainer endorsers.
In Crazy We Believe – Toyota & Team New Zealand
Through 2020 and 2021, running up to the 36th America’s Cup, Toyota leveraged its long-running partnership with the Kiwi sailing squad to reach its two target audiences in NZ.
Bringin’ the Bathurst: Takeover – Repco & Supercars Championship
Around the 2021 Bathurst 1000 race – among the biggest motorsport events in Australia – the Supercars title sponsor activated with a campaign that ‘took over’ the TV ads of some of the most familiar Aussie brands.
Alt Blacks – Steinlager & New Zealand Rugby
In Q3 2021, All Blacks beer partner Steinlager targeted young Kiwis by offering them the chance to wear their country’s shirt in a live-streamed ‘match’ inside the Rugby Challenge video game.
#TodosAoDubai – Emirates & SL Benfica
Benfica shirt sponsor Emirates marked the start of 2022 with an on-pitch skills challenge offering season ticketholders the chance to win round trips to Dubai.
Beyond the Stadium – SK-II & the IOC
When spectators were barred from the delayed Tokyo 2020 Olympics, P&G owned skincare brand SK-II switched its activation to a campaign helping female-owned Tokyo businesses stay afloat during the pandemic restrictions.
Support Someone Else – Three & Chelsea FC
Over the 2020-21 Christmas holiday, Chelsea teamed up with shirt sponsor Three for a pandemic support initiative that encouraged UK sports fans to support each other over the festive season.
Blue Always Delivers – Zapp & Chelsea FC
In the last week of November 2021, rapid grocery delivery firm Zapp leveraged its Chelsea partnership to support its first UK television commercial – a player skills challenge called ‘Blue Always Delivers’.
Frontline Heroes – TeamViewer & Manchester United
United shirt sponsor TeamViewer recognised some of the pandemic ‘Frontline Heroes’ through a digital-first contest delivering VIP days out at the December 2021 match v Arsenal.
Grocery Chants – Getir & Tottenham Hotspur
A team of Spurs ambassadors fronted Getir’s January 2022 campaign, which used social spots to encourage fans watching live matches to order from the rapid grocery delivery app.