SportBusiness Sponsorship staff

A pandemic-linked data initiative from Siemens tracked fan heartbeats during Bayern games to showcase the connection between the club and its fans, while raising money to support local businesses.

Running through the 2019-20 season and culminating around Super Bowl LIV in Miami, Microsoft’s multi-channel, 360-degree campaign aimed to show how the Surface tablet helps people be anything but ordinary.

Forex broker FBS activated its FC Barcelona rights in early 2020 via a series of campaigns and promotions that aimed to reinforce the brand’s leadership position, drive global growth and boost business in emerging markets.

In April 2020, the Bulls teamed up with long-time partner Budweiser for an online branded content series featuring former players talking about the team’s title winning 1990s years.

After partnering with Spurs for the 2020-21 season, forex trading platform Libertex launched the tie-up with a digital-first activation offering club-related experiences and merchandise.

Leveraging the team’s 2019 new jersey launch, BMO – primary sponsor of the MLS club then known as Montreal Impact – exchanged fans’ old jerseys for new ones and transformed the second-hand ones into nets for youth soccer programs in Quebec.

In May 2020, healthcare provider Kaiser Permanente leveraged Warriors’ star Klay Thompson’s treatment and rehabilitation after an ACL tear into a documentary about health expertise and personal resilience.

Running through the post-lockdown restart of the 2019-20 Premier League season, Spurs primary partner AIA pivoted its fan engagement activities to a 360° virtual stadium experience.

In September 2020, Pepsi activated its NFL partnership with a team-focused strand of its league-wide ‘Made for Watching Football’ activation that offered Steelers fans alternative engagement opportunities at a time of limited access to Heinz Field.

During the 2020-21 season, Chinese smartphone brand Oppo borrowed a TikTok trend to digitally engage with Barcelona fans amid the pandemic. 

In February 2020, beer brand Busch leveraged its sponsorship of Kevin Harvick’s No 4 Stewart-Haas Racing car at the Daytona 500 through a real-time Twitter sweepstakes.

Creatively inspired by London’s 1960s Op-Art movement, Chelsea’s 2021-22 season shirt launch campaign was fronted by young players from across the club’s teams and amplified by kit partner Nike and shirt sponsor Three.