Activations

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Land Rover's title sponsorship of the 2019 Kentucky Three-Day Event was activated with a programme that spanned content creation, media support, competitions and a range of on-site experiences and hospitality spaces for all ages – and their pets.

Launched in August 2019, AIG’s global activation programme for the first year of its sponsorship of the Women’s British Open focused on positioning AIG as an ally for female golfers and for women in general.

BNP Paribas highlighted its deep commitment to French tennis around the 2019 French Open by creating mementoes from the physical matter of Roland-Garros’ Number One Court as its was dismantled for redevelopment.

In summer 2019, online retailer Littlewoods Ireland activated its GAA rights with a three-phase social media activation built around celebrating individual styles with a collective love for hurling.

When a fan watching the 2019 World Series chose to be struck by a baseball rather than spill his beers, Bud Light sprang into action with a quick turnaround activation spanning online, offline and traditional paid advertising.

Features

Nike and the Minnesota Timberwolves set new records for NBA social, web traffic, jersey sales and engagement statistics with the 2018-19 reveal campaign for the team’s Prince-inspired Nike ‘City Threads’ kit.

At Wimbledon 2019, a campaign to promote the electric Jaguar I-PACE was led by a smartphone app on which tennis fans could test their serve to win tickets, supported by multi-platform media.

The Asia-Pacific Activation Casebook is a round up of the best and most innovative sponsorship activation campaigns from Asia-Pacific in the past 12 months. Read it now

November 2019 saw Budweiser celebrate the extension of its NBA official beer partnership with a responsible drinking campaign fronted by LA Lakers star Danny Green.

HSBC leveraged its on-site rights at the 148th Open Championship in 2019 by creating the HSBC Golf Zone, an interactive experience open to all spectators.

After 170 years of trading, high street chemist Boots’ first sport sponsorship backed women’s football via partnerships with all five football associations in the British Isles.

NBA sponsor American Express created an award-winning campaign during the 2018-19 season by allowing Amex members to swap their jersey for free if their favourite player switched clubs.

Continental activated its sponsorship of the 2019 Giro D’Italia with an initiative – spanning a new product, exhibition, online activity and at-race work – driving home its mission to improve road safety.

As Japan prepared for an influx of international fans coming to watch the 2019 Rugby World Cup, AIG Japan leveraged the company’s sponsorship of New Zealand’s All Blacks toward a road safety campaign.

In 2019, the FAI and Aviva rejuvenated the ‘Aviva Soccer Sisters’ grassroots girls football programme and promoted it through a campaign that drove a 107% increase in participation.

Burger King brought global fame to Stevenage FC in the 2019-20 season, incentivising Fifa 20 players to make the little-known English club into the ‘biggest team online’.

The spearhead strand of Mastercard’s 2019 Rugby World Cup activation programme saw the tournament’s official payments partner harness real-time technology to create unique Player of the Match trophies for each match.

For the 2019-20 Big Bash League and WBBL, Sanitarium cereal brand Weet-Bix set out to celebrate the moments when its ‘Weet-Bix Kids’ player ambassadors first fell in love with cricket.

The Sevens’ co-title partner activated its rights in 2019 with a domestic focus: build local support for brand and event by making the Sevens and the city inseparable.

In 2019, the Football Association’s official payments partner pushed its mission – to ‘facilitate people’s passions with quick and easy payments’ – by allowing grassroots teams to easily pay their fees via the FA Matchday App.

Launched on 29 June to celebrate Liverpool's first Premier League title in 30 years, in Malaysia the club’s long-time beer sponsor Carlsberg marked the victory with a ‘Virtual Champions Keg’, redeemable via smartphone.

In February 2019, Hyundai leveraged its on-site rights ahead of Super Bowl LIII in Atlanta to tell multiple brand and product stories through a range of communal and one-on-one experiences.

Part of Australian Open major partner Kia’s multi-faceted ‘Feel the Open’ activation in 2020 was an influencer-led, premium Drive Day experience promoting the new Seltos model to young adults.

Leveraging its rights as the title sponsor of IPL franchise Royal Challengers Bangalore, Royal Challenge’s 2019 IPL campaign challenged gender stereotypes in cricket.