Closer Than You Think – Xylem & Manchester City
Closer Than You Think, the activation of Man City partner Xylem, aimed to drive awareness of and uncover solutions to the planet’s water challenges.
Soundtracking the NBA – UnitedMasters & the NBA
The NBA teamed up with independent music distributor UnitedMasters to use the league’s 1.6bn fanbase as a source of new music discovery.
Purple Cam – BNP Paribas Fortis & RSC Anderlecht
In 2018-19, BNP Paribas Fortis’ season-long ‘Purple Cam’ stadium selfie initiative gave every RSC Anderlecht fan an exclusive photo-led experience within the team’s Constant Vanden Stock Stadium.
PSV Energie – Energiedirect.nl & PSV Eindhoven
Energiedirect.nl created an energy product specifically for fans of PSV Eindhoven to try and drive sales and reduce churn in the region.
Make Believe Happen – Microsoft & the NFL
Make Believe Happen was a multi-channel, multi-phase campaign that ran the length of the 2018-19 NFL season, pushing Microsoft’s Surface products to a wide audience by showing how star player ambassadors use them in their personal lives.
Driving Performance – Lotus & Norwich City
The 2019 tie-up between newly promoted Norwich and carmarker Lotus was unveiled with ‘Driving Performance’, a campaign spearheaded by a car chase video starring Darren Huckerby and Delia Smith.
Terrains – Jeep & Juventus
‘Terrains’, which debuted in June 2019, was a video-led TV and social campaign from Jeep, activating its Juventus sponsorship with the message that excellence must be achieved through hard work on the toughest territory.
#CheerForBVB Official Partner Launch – TikTok & Borussia Dortmund
Borussia Dortmund was the first German club to pen an official partnership with the ByteDance-owned platform and launched it with a video-led challenge to boost user engagement and attract a new, younger generation of fans.
Where Winners Feel At Home – Marriott & Bayern Munich
The ‘Where Winners Feel at Home’ activation was built around the creation of a fully functioning hotel room – with pitch view – in Bayern’s Allianz Arena.
This Bud’s for 3 (Dwyane Wade’s Last Swap) – Budweiser & the NBPA
NBA sponsor Budweiser partnered with the National Basketball Players Association on an initiative commemorating the retirement of 13-time NBA All-Star Dwyane Wade.
Unsponsor #SaveOurShirts – Paddy Power & Huddersfield Town
Paddy Power leveraged its 2019-20 Huddersfield Town FC shirt sponsorship through a hoax kit launch campaign called “Unsponsor #SaveOurShirts”.
Power to Play – Fortum & DreamHack Masters
Finnish state-owned energy company Fortum’s sponsorship of the DreamHack Masters Stockholm 2018 introduced the brand to a new audience of 18-to-35-year-olds in Sweden and the Nordics.