Stuck In The 80s – Guarana Antartica and Brazilian Women’s National Team
In 2021, leading Brazilian soft drinks brand and women’s national football team sponsor Guaraná Antarctica leveraged the Tokyo Olympics, ambushed official IOC partner and major competitor Coca-Cola an…
Gold Medal – Kikkoman and Tokyo 2020 Olympic and Paralympic Games
To leverage its sponsorship of the Tokyo 2020 Olympic and Paralympic Games in Switzerland, the brand’s on-pack, OOH and social ‘Gold Medal’ simple, copy-free activation saw elegant gold ribbons added to th…
eSports Doomsday – Erste Group and League of Legends European Championship
To activate its partnership of the 2021 League Of Legends European Championship, Erste Bank built an integrated, digital-first activation programme based around driving debate and conversation on the classic…
La Reinvention – Renault and FFR
In July 2022 automotive giant Renault activated its sponsorship of the Fédération Française de Rugby (FFR) with a multi-channel sporting reinvention campaign that celebrated the brand’s support for the …
#50for50 – McDonald’s and Chemnitz Swimming Club
To mark its 50th anniversary, McDonald’s in Germany rolled out a competition called #50for50 which offered a 50-year sponsorship to one amateur sports club (won by Chemnitz Swimming Club) to help it o…
Level The Playing Field – Lidl and Ladies Gaelic Football Association (LGFA)
In February 2021 BBDO Dublin launched a powerful campaign for retailer Lidl Ireland, activating its sponsorship of the Ladies' Gaelic Football Association (LGFA) across TV, OOH and multiple digital channels…
The FOAT – EA Sports and Sheffield FC
Founded in 1857, Sheffield Football Club is the FOAT (First of All Time) and yet today the club plays in the eighth tier of English football, so in Autumn/Winter 2021 it partnered with EA Sports FIFA 2022…
Not Her Problem (Hope United) – EE and Home Nations Football Associations
BT-owned mobile brand EE’s July 2022 ‘Not her Problem: Hope United’ initiative activated its UK home nations football association sponsorships and leveraged spiking women’s football interest around UEFA Wo…
Dyslexia Jersey – European Dyslexia Association & Hamburg SV
To drive awareness of the challenges of dyslexia and other reading/writing disorders and support those who suffer from it amongst the Germany football community, Hamburger SV (HSV) rolled out an October 2021 guerrilla style campaign called ‘Dyslexia Jersey’ at a home game during ‘European Dyslexia Awareness Month’. A pair of jerseys with misspelt players’ names on the back were worn on the pitch during a game supported by television, in-stadium and social media explanatory content.
Brand EV and ID.3 – VW, Viaplay and Uefa Euro 2020
To leverage VW’s Uefa sponsorship rights around Euro 2020 which, due to Covid-19, eventually took place between June 11 and July 11 2021, VW Denmark identified that its national EV market was ‘immature’ and ‘…