Dan Haddad, head of commercial strategy at Octagon UK, looks at the potential upside for Liverpool in switching kit supplier rights from New Balance to Nike.
‘The Match Against Bullying’ was a cause-led initiative by the Swedish FA and national stadium sponsor Swedbank, working in tandem with the Friends charity.
Heineken’s 2017-18 Champions League activation used immersive and experiential content to inspire influencers, fans and media to engage with the drama of the competition.
Hummel’s pre-2018 Fifa World Cup kit launch with the Danish Football Association (DBU) put the players in shirts belonging to fans.
Between January and July 2019, Kia activated its Uefa Europa League rights with a cause-led initiative that collected unwanted football boots from European fans and donated them to refugees in Jordan.
Sony boosted the profile of its Xperia smartphones via its 2017-18 Uefa Champions League sponsorship that featured a Gogglebox-style activation called #ChampionsSofa.
ABN Amro, title sponsor of the Rotterdam Open as the World Tennis Tournament, created a multi-faceted activation that turned 50,000 tennis balls destined for landfill into four products and a playground.
Around Peru’s World Cup 2018 away play-off match against New Zealand, national-team sponsor Cristal ‘hacked’ the opposition team’s shirt so the stadium in Wellington appeared full of away support.
In 2015-16’s Dacia Family Project, Udinese and the car brand set out to encourage long-term attendance and loyalty by urging supporters to create a new generation of Udinese fans – literally.
The 2018 ‘Goals Beyond the Game’ campaign showcased Rakuten and Barcelona’s shared support for the United Nation’s Social Development Goals.
Hertha Berlin and sponsor Deutsche Bahn marked the 30th anniversary of the fall of the Berlin Wall with a limited-edition shirt and an advertising campaign with the tagline ‘We Do Not Accept Walls’.