Safe Training Jersey – GMF and FFR
A design-led, safety-focused activation from Fédération Française de Rugby (FFR) partner GMF Paris in 2021 saw the insurance company create a campaign which demonstrated its mantra that if ‘insurance mean…
Tiny Buzz Car – VW and Uefa Euro 2022
VW activated its rights as an official sponsor of Uefa Women’s Euro 2022 via an on-pitch stunt and social campaign called ‘Tiny Buzz Car’, based around a miniature remote-controlled car delivering the o…
Home Run Derby X (London) – FTX and MLB
Crypto brand FTC teamed up with Major League Baseball (MLB) as the title partner of the league’s touring 2022 ‘FTX MLB Home Run Derby X’ event which began with a blockbuster event in London on July 9 to …
Gothenburg Final 2021 Activation – Visa (+ Viaplay) and UEFA Women’s Champions League
A collaborative, Nordic multi-media activation programme leveraging the 2021 Women’s Champions League final in Gothenburg by UEFA women’s football partner Visa and Viaplay Group ran from March through May…
RePlay/5v5 – PepsiCo (Lay’s and Gatorade) and Uefa Women’s Champions League
In May 2022, UEFA partnered PepsiCo’s snack and sports drink brands Lays and Gatorade for an activation around the Women’s Champions League final through a linked grassroots pitch and tournament initiative in host city Turin which saw the crisps brand build a community pitch from recycled packaging and then the sports drink run an all-women’s ‘Gatorade 5v5’ tournament on it.
Drinkable Hockey Field – Brauerei Schützengarten and Rapperswil-Jona Lakers
Swiss beer brand Brauerei Schützengarten activated its sponsorship of hockey team SC Rapperswil-Jona Lakers following a 2020-21 season of success on the ice that was missed by fans due to the pandemic …
Front Row – Bednet/ClassContact and Royal Belgian Football Association
Running through the Covid-affected 2020-21 international season, Bednet and ClassContact activated their partnership with the Royal Belgian Football Association (KBVB/URBSFA) for a kids’ cause campaign which connected the men’s national team training sessions to unwell children confined to bed.
What’s Priceless to You, by Lionel Messi – Mastercard, Uefa Champions League
In May 2022, Uefa sponsor Mastercard leveraged its rights around the Men’s Champions League Final through a global campaign built around brand ambassador Lionel Messi. The campaign led with a hero film featuring a young Messi’s first flight to Spain to start his career playing for FC Barcelona.
The Arsenal Forest – CarbonLink / Bore Lions & Arsenal FC
In September 2021 Premier League giant Arsenal FC teamed up with ecology restoration non-profit CarbonLink (and Bore Green Umbrella) for a philanthropic initiative in Africa called ‘The Arsenal Forest’: a sustainability initiative aimed at off-setting the carbon consumption of the club’s matchday programme whilst also supporting local communities and local football clubs.
Rainbow Shirt – Hummel and Southampton FC / Everton FC / Brondby IF
In August 2021 Danish sportswear brand Hummel leveraged a trio of its official football club supplier tie-ups – Everton FC, Southampton FC and Brondby IF – on a kit-based collaborative campaign called The Rainbow Jersey to support the LGBTQ+ community, fight against discrimination in football and raise funds for local inclusivity non-profits.