Bus Tour – Woolworths & the AFL/Netball Australia/Cricket Australia/Surf Australia
Through 2019 and 2020, Woolworths leveraged its multiple Australian partnerships toward a bus tour activation promoting healthy eating among kids through community sport.
Unreal Fans of Kashmir – Adidas & Real Kashmir FC
Through India’s 2019-20 I-League season, Real Kashmir FC and kit partner Adidas rolled out an influencer-led campaign to boost second team support for the club (which had to play all its matches away from home due to security issues in Kashmir).
It’s Time to Rai$e: Good for Footy Raffles – Toyota & the AFL
In summer 2019, Australian Football League title partner Toyota promoted its annual ‘Good for Footy’ grassroots fundraising programme with a campaign fronted by footy legend Jonathan Brown.
Pitvertising – Rexona & Cricket Australia
Unilever deodorant brand Rexona used its 2020-21 Big Bash League rights to drive home its key product message about keeping cool under pressure by placing the brand logo under the arms of BBL umpires.
Mutual Funds Sahi Hai: Cricket Commentator Campaign – AMFI & the BCCI
The Association of Mutual Funds in India leveraged its associate partner status of the 2020 IPL to drive investment in mutual funds through a cricket commentary style campaign on audio streaming services and social media.
NAB League 2020 – NAB & the AFL
In 2020, National Australia Bank activated its title partnership of the AFL’s official boys and girls league throughout the usual March to September season even as pandemic brought play to a halt.
Project Stand Red: Bob Paisley – Standard Chartered & Liverpool FC
To celebrate what would have been Bob Paisley’s 100th birthday year, Standard Chartered updated its Stand Red campaign for 2019-20 by using modern tech to connect fans with the legendary manager.
Borrow the All Blacks – ASB & New Zealand Rugby
To boost New Zealand’s small business economy after the pandemic shutdown of 2020, ASB Bank leveraged its partnerships with New Zealand Rugby and Eden Park Stadium with an SME-focused activation.
Best Seat in the House – Experience Kissimmee & West Ham Utd
As Covid-19 struck the UK, West Ham and its Official Destination Partner created a branded virtual activation that brought contest winners and club legends together to watch home Premier League matches.
Jersey Takeover – Steggles & Sydney Roosters
In 2018 and 2019, Sydney Roosters shirt sponsor Steggles ran two versions of an activation that saw men’s team players replace the poultry brand’s logo with the names of women.