A Winning Mindset – Allianz & the International Paralympic Committee
In late 2020 and through 2021, Allianz marked the start of a new eight-year IPC sponsorship with a podcast series telling the stories of Paralympian athlete ambassadors.
Super Bowl LV Halftime Show – PepsiCo & the NFL
The soft drinks giant built a six-week immersive experience campaign around The Weeknd’s performance at Super Bowl LIV’s ‘Pepsi Halftime Show’ in February 2021.
#PlayOffBeerds – Bud Light & the NHL
Running May through July 2021, Bud Light’s activation played on the tradition of players not shaving while in the playoffs.
Stadium Food Delivery – Brahma & the Brazilian Football Confederation
When the Brazilian Série A returned after its 2020 pandemic shutdown, beer sponsor Brahma connected supporters to their teams through a nationwide online ordering and delivery initiative.
#UpgradeYourHome – Hisense & Uefa
During October’s Uefa Nations League finals, Hisense built on its Euro 2020 #UpgradeYourHome activation with a pair of campaign contests.
Yokohama Commercial Prank – Yokohama & Chelsea FC
In October 2021, Chelsea official tyre partner Yokohama teamed up with 90min to showcase the brand’s fun side with a prank-style viral featuring Timo Werner, Mason Mount and Jorginho.
The Farthest Shot in Golf – Callaway & European Tour
In April 2021, the European Tour paired up with lead partner Callaway and professional golfer Marcus Armitage for a world record attempt at ‘The Farthest Shot in Golf in a Moving Car’.
Europe 2021 Activation Casebook
This report contains 15 case studies: our pick of the Europe’s most interesting, innovative or instructive sponsorship activations from approximately the last 12 months.
Match of Ages/El Clásico De La Historia – Grupo Modelo/Corona & Club América/C.D. Guadalajara
At the height of the pandemic in Mexico, with live sports shut down across the country, beer brand Corona created a ‘best of’ match between Mexico's biggest soccer rivals.
The Unseen Players – Banco Pichincha & LDU Quito
In early 2020, Ecuador’s Banco Pichincha leveraged its partnership with LDU Quito to raise awareness of gender inequality in football via a stunt 'match' with no players.