SportBusiness Sponsorship staff

Activating its long-term partnership with the AFL around the 2019 Grand Final, NAB brought its Mini Legends campaign to life through an on-site experience to engage with thousands of fans at the AFL Grand Final Live Site fan space.

JP Morgan Chase pivoted to digital for its 2020 US Open activation programme, which ran between August and September 2020 and spanned an online hub, a card members’ digital lounge, invite-only interviews and Q&A, a daily livestream show, a social sweepstake, a virtual concert and even a cooking series.

After Covid-19 brought global travel to a standstill in 2020, Thai travel retailer King Power showed its support for Thai tourism by leveraging its Leicester City jersey sponsorship.

Ahead of the 2019 Fifa Women’s World Cup, adidas launched its new Sweden shirt with an initiative that saw back-of-shirt numbers replaced by images of female role models.

In 2020-21, eToro leveraged its multiple European club soccer sponsorships to build brand awareness and promote its CopyTrader function.

In July 2019, Bridgestone Australia rolled out a local market phase of the company’s global ‘Chase Your Dreams’ Olympic activation platform, in the form of a CSR-driven, basketball-focused, community court refurbishment project.

In January 2019, leading Australian bookie and official race wagering partner TAB created a bespoke branded space to activate its rights on the ground at the Magic Millions Gold Coast Race Day.

Amid the 2019-20 NBA/WNBA season, the ‘Nike Game Growers’ initiative saw the sportswear giant work with the league to close the basketball participation gap for girls.

Between 2018 and 2020, Walt Disney World activated its Orlando Magic jersey patch partnership through a free jersey promotion aimed at boosting sales of Disney Park Passes among the fan base.

In Q1 2016, smartphone brand Wiko supported SD Eibar in a community health campaign that saw the letters corresponding to the main blood types removed from the players’ shirts.

The Global Activation Casebook is a round up of the best and most innovative sponsorship activation campaigns from around the world in the past 12 months. Read it now

AFL’s NAB-sponsored children’s participation drive pivoted to the virtual in 2020, with a series of player-fronted skill spots helping young Auskickers stay connected to the program while their local competitions were on hold.