Coaching Corner – AIA & Tottenham Hotspur
Running through the post-lockdown restart of the 2019-20 Premier League season, Spurs primary partner AIA pivoted its fan engagement activities to a 360° virtual stadium experience.
Rollin With Juju – Pepsi & the NFL/Pittsburgh Steelers
In September 2020, Pepsi activated its NFL partnership with a team-focused strand of its league-wide ‘Made for Watching Football’ activation that offered Steelers fans alternative engagement opportunities at a time of limited access to Heinz Field.
#GoForItChallenge – OPPO & FC Barcelona
During the 2020-21 season, Chinese smartphone brand Oppo borrowed a TikTok trend to digitally engage with Barcelona fans amid the pandemic.
#Pit4Busch – Busch & Stewart-Haas Racing
In February 2020, beer brand Busch leveraged its sponsorship of Kevin Harvick’s No 4 Stewart-Haas Racing car at the Daytona 500 through a real-time Twitter sweepstakes.
It’s a Chelsea Thing – Nike & Chelsea FC
Creatively inspired by London’s 1960s Op-Art movement, Chelsea’s 2021-22 season shirt launch campaign was fronted by young players from across the club’s teams and amplified by kit partner Nike and shirt sponsor Three.
Virtual Pro Bowl – EA Sports & the NFL
In October 2020, the NFL cancelled the 2021 Pro Bowl under the pressures of the pandemic. Instead, long-time NFL gaming partner EA Sports transformed the Pro Bowl into a star-studded real-time gaming event.
Chief Hockey Officer – Budweiser & the NHL
Running through the 2019-20 NHL hockey season, Budweiser promoted its new status as the official NHL beer in Canada through a campaign to recruit a passionate fan as its ‘Chief Hockey Officer’.
Levelling the Playing Field: Travel Ball – Days Inn & The Golden Rays
To target young families taking their kids to travel baseball tournaments, Days Inn fully-funded a little league team for less well-off children over the 2020 season, and covered it in documentary style worthy of a pro team.
No Repeats – Uber Eats & Australian Open 2020 & Channel Nine
In January and February 2020, Uber Eats leveraged its dual partnership with the Australian Open and broadcaster Channel Nine with fresh celebrity-fronted ads for every day of the tournament.
More Than Eleven – Hummel & Everton FC
In July and August 2020, Everton and technical partner hummel rolled out ‘More Then Eleven’: a multiple kit launch campaign focused on equality, inclusivity and the strong bond between the club and its global fanbase.