Activations

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In 2018-19, the Rwanda Development Board activated its deal with Arsenal via a suite of efforts aimed at making tourism a key contributor to the country’s economy.

At the 2019 NHL All-Star Game Fan Fair, SAP used an immersive VR experience to give ice hockey fans the experience of coaching in the NHL.

Fiorentina and Le Coq Sportif launched their 2017-18 kit via a digital-first campaign promoting the familiar purple home jersey alongside four away kits – each representing one of the city’s ancient neighbourhoods.

Expedia-owned Hotels.com activated its rights at Spurs during the 2018-19 season with a programme that spanned digital signage, perimeter LEDs, big screens and interior television both at the club’s temporary Wembley home and then its new stadium.

Marriott signed as Manchester United’s first official hotel partner primarily to promote awareness of its new Marriott Bonvoy Rewards brand.

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Emirates unveiled its ‘Fly Better’ brand promise in October-November 2018, with a launch phase led by the airline’s sports sponsorship portfolio and culminating with AC Milan’s home game against Juventus.

In 2018-19, Marathonbet gave Lazio fans the chance to have their selfies become part of an image on the team’s shirt for the 29 October home match against Inter Milan.

As part of Bundesliga champions Bayern Munich’s 120th anniversary celebration in February 2020, the club invited fans to vote for the most emotional moment in its history through an initiative run in harness with new partner Google.

In November 2019, eToro leveraged its six Premier League club sponsorships to promote the ‘Fan Financial Statement’, a report that showed how fans were – and weren't – getting value-for-money from their spending on football.

In December 2019, battery manufacturer Duracell became the first brand to sign-up to one of Chelsea’s trial, short-term partnerships.

Nedbank, title sponsor of South Africa’s top club football cup, activated its rights around the May 2019 final to aid the response to flooding in host province KwaZulu-Natal.

In 2018, Vitality activated its T20 partnership with the England & Wales Cricket Board via a programme that ran throughout the summer.

Around the 2019 Indy 500, Verizon leveraged its IndyCar assets to showcase its 5G Ultra-Wideband through a month-long campaign.

Nissan activated its rights around the 2017 ICC Champions Trophy through a social campaign in India that offered low-latency Twitter highlights of the key match action.

Wanda activated its rights around the 2018 Russia World Cup through a multi-strand activation spanning a flag-bearer experience, hospitality programme, fan ticketing and a digital experience.

Through the summer of 2019, Specsavers activated its England Test Match title sponsor rights via multiple strands including media engagement, VIP hospitality, on-site and at-stadium branding.

New Balance launched the 2018-19 Proteas kit with a multifaceted, seven-month campaign called ‘Worn as One’.

Norwich City’s partnership with Visit Tampa Bay seeks to strengthen the proposition of Tampa Bay as a destination for UK holidaymakers.

For the 2018 Formula One season, Heineken activated its rights through a four-city media/influencer PR programme linking host city underground culture to F1 lifestyles.

‘The Match Against Bullying’ was a cause-led initiative by the Swedish FA and national stadium sponsor Swedbank, working in tandem with the Friends charity.

Heineken’s 2017-18 Champions League activation used immersive and experiential content to inspire influencers, fans and media to engage with the drama of the competition.

Hummel’s pre-2018 Fifa World Cup kit launch with the Danish Football Association (DBU) put the players in shirts belonging to fans.

Between January and July 2019, Kia activated its Uefa Europa League rights with a cause-led initiative that collected unwanted football boots from European fans and donated them to refugees in Jordan.

Sony boosted the profile of its Xperia smartphones via its 2017-18 Uefa Champions League sponsorship that featured a Gogglebox-style activation called #ChampionsSofa.