Activations
‘The Perfect Serve’ – Stella Artois and Wimbledon
Stella Artois used its association with the Wimbledon tennis grand slam to launch a range of live, digital and on-pack promotions.
‘Outcome IQ’ – Capgemini and the Ryder Cup
Capgemini sought to harness its technology and business transformation expertise to improve the fan experience at the 2023 Ryder Cup in Rome.
‘Homegrounds’ – OLG and the 2024 NHL All-Star Fan Fair
Ontario Lottery and Gaming (OLG) launched an activation at the 2024 NHL All-Star Fan Fair to deliver key messages about its lottery-based games and their contribution to community programmes.
‘The BKT Heartbeat Challenge’ – BKT and Euroleague Basketball
BKT Tires created the 'BKT Heartbeat Challenge' campaign to drive fan engagement around a ranking of EuroLeague's most vocal supporters.
‘My Fabric’ and ‘Unseen City Shirts’ – OKX and Manchester City
OKX launched limited-edition Manchester City shirts as digital collectibles and created an episodic content campaign featuring the club's players to grow understanding of its offering.
‘Embrace the Impossible’ – Defender and the Rugby World Cup
Jaguar Land Rover supported Defender as a standalone brand in its 'Embrace the Impossible' Rugby World Cup campaign.
‘For The True’ – Truly Hard Seltzer and NHL
Truly Hard Seltzer has launched a paid media campaign around the Stanley Cup Playoffs using NHL in Canada sponsorship rights.
‘Dreammate’ – Rocket Mortgage and the 2024 NFL Draft
Rocket Mortgage has created the 'Dreammate' campaign to amplify its role at the 'NFL Draft Experience, the NFL-operated fan festival, which this year takes place close to the company’s headquarters in Detroit.
‘Champion of women’s and girls’ cricket’ – Metro Bank and the ECB
Metro Bank has chosen to champion women's and girls' cricket in its first ever foray into sports sponsorship.
‘The Big 180’ – Paddy Power, PCUK and the World Darts Championship
Paddy Power leveraged its World Darts Championship title sponsorship rights in support of the charitable organisation Prostate Cancer UK.
Sportingbet, Xamã and the Copa Libertadores
Sportingbet ran an influencer-led campaign in Brazil to tee up its sponsorship of the 2023 Copa Libertadores.
WeAreFearless and Hackney Women’s FC
The WeAreFearless agency’s shirt sponsorship deal with Hackney Women’s FC highlighted its expertise in women’s sport and followed the launch of a dedicated women's sport division.
‘Rookie Mistake’ and ‘Almost Champions’ – Mars and Super Bowl LVIII
Mars Snacking delivered an augmented reality experience to activate its NFL sponsorship rights at Super Bowl LVIII.
‘United. Near and Far.’ – Marriott Hotels and Manchester United
‘United. Near and Far.’ was an integrated consumer experience campaign from Marriott Hotels and the Marriott Bonvoy loyalty programme that fused the worlds of travel and sports to engage the more than 13 million Manchester United fans in the US with British event and hospitality culture.
‘Sign with Fingers big and small’ – Cadbury and Chelsea FC
Cadbury used the renewal of its sponsorship deal with English Premier League club Chelsea to extend its ‘Sign with Fingers’ campaign, designed to support the UK’s deaf community.
‘Mission Masterclass’ – Enterprise Rent-A-Car and the Uefa Europa League
US-based car rental agency Enterprise Rent-A-Car launched a bespoke and informative football content series to activate its sponsorship deal with the Uefa Europa League.
The 2023 Sponsorship Works Activations Casebook
The 2023 Sponsorship Works casebook contains 15 case studies: our pick of those sponsorship activations from the last 12 months which demonstrated best practice in planning and delivery.
‘Cheers to all fans’ – Heineken and Uefa
In August 2021, Heineken created a global campaign to mark its new move into women’s European football sponsorship with Uefa.