Virtual Champions Red Keg – Carlsberg & Liverpool FC
Launched on 29 June to celebrate Liverpool's first Premier League title in 30 years, in Malaysia the club’s long-time beer sponsor Carlsberg marked the victory with a ‘Virtual Champions Keg’, redeemable via smartphone.
Super Bowl LIII Experiential – Hyundai & the NFL
In February 2019, Hyundai leveraged its on-site rights ahead of Super Bowl LIII in Atlanta to tell multiple brand and product stories through a range of communal and one-on-one experiences.
Seltos Drive Day (Feel the Open) – Kia & Tennis Australia
Part of Australian Open major partner Kia’s multi-faceted ‘Feel the Open’ activation in 2020 was an influencer-led, premium Drive Day experience promoting the new Seltos model to young adults.
#ChallengeAccepted – Royal Challenge & Royal Challengers Bangalore
Leveraging its rights as the title sponsor of IPL franchise Royal Challengers Bangalore, Royal Challenge’s 2019 IPL campaign challenged gender stereotypes in cricket.
Khosi Convoy – Toyota & Kaizer Chiefs
Toyota, the official vehicle sponsor of South African soccer side Kaizer Chiefs, activated its rights through the 2019 season with a blended activation spanning a competition, an experience and subsequent social activation.
Home is What Unites Us – Lowes & the NFL
Lowe’s – NFL home improvement partner and presenting sponsors of the ESPN and NFL Network telecasts – activated around the 2020 Draft with a campaign that adapted to Covid-19 by talking about the importance of the home.
Data Snapshot: Motorsport 2020
Formula One, Formula E and MotoGP – motorsport’s biggest global series – hold central sponsorships worth $394m (€354m) in 2020, across 48 central deals.
Sixers & Dogs – Nature’s Gift & the Sydney Sixers
During the 2018-19 Big Bash, dog food brand Nature’s Gift leveraged its rights as an official partner of the Sydney Sixers via a three-stage activation linking dogs and cricket.
Move as One – Asics & Rugby Australia
Asics launched the Wallabies jersey for the 2019 Rugby World Cup in late May last year and followed up with a year-long campaign led by cinematic content.
Raise Their Game – IBM & Leatherhead FC
In the 2019-20 season, IBM’s ‘Raise Their Game’ partnership with semi-pro Leatherhead FC sought to demonstrate that its Watson AI technology could improve any team’s performance.
The Life Artois – Stella Artois & Tennis Australia
Stella Artois activated its rights as official beer of the 2020 Australian Open with creative in which a team of artists produced works linked to each day’s action.
Boo the Commish – Budweiser & the NFL
Fans booing the Commissioner is an NFL Draft tradition, so when the 2020 draft was forced online by Covid-19, NFL official beer Bud Light collected boos online and amplified them socially.