Activations

Running from December 2020 to May 2021, Sevilla FC sleeve sponsor Valvoline activated its partnership during the pandemic through a bespoke digital football content platform launched through a six-part, player-fronted ‘Loyalty FC’ video series which aimed to highlight brand/club synergies and drive home value-based messages.

Activating its 2021 sponsorship, IPL payments partner CRED rolled out a set of comic commercials featuring actor Jim Sarbh and a team of cricketer/entertainer endorsers.

Through 2020 and 2021, running up to the 36th America’s Cup, Toyota leveraged its long-running partnership with the Kiwi sailing squad to reach its two target audiences in NZ.

Around the 2021 Bathurst 1000 race – among the biggest motorsport events in Australia – the Supercars title sponsor activated with a campaign that ‘took over’ the TV ads of some of the most familiar Aussie brands.

In Q3 2021, All Blacks beer partner Steinlager targeted young Kiwis by offering them the chance to wear their country’s shirt in a live-streamed ‘match’ inside the Rugby Challenge video game.

Benfica shirt sponsor Emirates marked the start of 2022 with an on-pitch skills challenge offering season ticketholders the chance to win round trips to Dubai.

When spectators were barred from the delayed Tokyo 2020 Olympics, P&G owned skincare brand SK-II switched its activation to a campaign helping female-owned Tokyo businesses stay afloat during the pandemic restrictions.

Over the 2020-21 Christmas holiday, Chelsea teamed up with shirt sponsor Three for a pandemic support initiative that encouraged UK sports fans to support each other over the festive season.

In the last week of November 2021, rapid grocery delivery firm Zapp leveraged its Chelsea partnership to support its first UK television commercial – a player skills challenge called ‘Blue Always Delivers’.

United shirt sponsor TeamViewer recognised some of the pandemic ‘Frontline Heroes’ through a digital-first contest delivering VIP days out at the December 2021 match v Arsenal.

A team of Spurs ambassadors fronted Getir’s January 2022 campaign, which used social spots to encourage fans watching live matches to order from the rapid grocery delivery app.

Through October and November 2021, Australian forex broker Axi used is Manchester City rights to fuel quiz content aimed at bringing fans into its sales funnel.

Title sponsor Credit Saison drove Japanese excitement about the 2021 ‘Saison Card Cup’ U-24 matches against Argentina via a video series tying football passion to everyday life.

Activating its Norwich City partnership in 2020-21, men’s makeup brand War Paint for Men worked with current and former Norwich players on a long-form video series that aimed to support positive conversations around men’s mental health on and off the pitch.

When South African football restarted in autumn 2020, the Nedbank Cup title sponsor used the competition’s return as a national moment of hope, celebration and commitment.

Cadbury’s umbrella 2020-21 initiative leveraged its 20 individual UK football club partnerships through a programme of over 100 activations aimed at reinforcing its positioning as part of country’s cultural fabric.

Telecoms newcomer Finetwork activated its partnership with the Spanish football federation around the climax of the 2021 Uefa Nations League via a press conference stunt involving Spain national-team Luis Enrique.