All I Want for Christmas – Energiedirect.nl & PSV
In December 2020, Covid-19 prevented Dutch football fans from watching their teams in-person, so PSV sponsor energiedirect.nl pivoted to a virtual strategy to launch its annual club Christmas sweater.
The Jessica Long Story – Toyota & the IPC/IOC/Team USA
In February 2021, Toyota USA leveraged its Tokyo 2020 Olympic and Paralympic rights through a Super Bowl LV campaign starring 13-time Paralympic medallist Jessica Long.
Canada Day Games – Hudson’s Bay Company & the Canadian Olympic Committee
When the Tokyo Olympics were postponed in March 2020, COC retail and apparel partner Hudson’s Bay Company pivoted its 2020 Olympic Collection activation into an integrated ‘Canada Day Games’ campaign.
Collaborative Campaign – Beko/Boulanger & FC Barcelona
Through a social media partnership with French retailer Boulanger, built around a Facebook Collaborative Ads campaign, white goods company Beko leveraged its FC Barcelona rights to boost online sales 39 per cent in Autumn 2020.
Call Your Shot ’21 – CarMax & the WNBA
Mid-2021, Women’s National Basketball Association sponsor CarMax ran a series of ads marking the league’s 25th anniversary – featuring basketball star Sue Bird – that went viral and drove attention around the issue of gender bias in sports.
Then Why? – Cupra & FC Barcelona
In summer 2020, auto brand Cupra launched a global campaign to promote the launch of its new Formentor model, fronted by Barcelona goalkeeper Marc-André ter Stegen.
Stadium in a Box #CheerFromHome – Heineken & MLS
For the summer 2020 resumption of MLS, Heineken trailed its 0.0 no-alcohol beer by offering US soccer fans a ‘Stadium in a Box’ giveaway on Twitter.
You Are Football – HSBC & Tottenham Hotspur
In late 2019, HSBC kicked off its Tottenham Hotspur activations with a campaign celebrating the club’s women’s team’s first season in the FA Women’s Super League.
Hockey 24 – Scotiabank & the NHL/Hockey Canada and more
In May 2020, Canadian broadcasters Sportsnet and TVA Sports aired ‘Hockey 24’, a branded documentary by Canadian bank and ice hockey sponsor Scotiabank that continued the trend toward brand-funded features.
Dreamers (Wizarchy) – Ria Money Transfer & Atlético Madrid
Ria Money Transfer tasked agency Sra Rushmore to create a celebratory activation in February 2021 telling the story of legendary Madrid hairdresser Wizarchy, whose journey from the Dominican Republic to Spain reinforces the values of everyday hard work and perseverance.