Activations

In April 2020, the Bulls teamed up with long-time partner Budweiser for an online branded content series featuring former players talking about the team’s title winning 1990s years.

After partnering with Spurs for the 2020-21 season, forex trading platform Libertex launched the tie-up with a digital-first activation offering club-related experiences and merchandise.

Leveraging the team’s 2019 new jersey launch, BMO – primary sponsor of the MLS club then known as Montreal Impact – exchanged fans’ old jerseys for new ones and transformed the second-hand ones into nets for youth soccer programs in Quebec.

In May 2020, healthcare provider Kaiser Permanente leveraged Warriors’ star Klay Thompson’s treatment and rehabilitation after an ACL tear into a documentary about health expertise and personal resilience.

Running through the post-lockdown restart of the 2019-20 Premier League season, Spurs primary partner AIA pivoted its fan engagement activities to a 360° virtual stadium experience.

In September 2020, Pepsi activated its NFL partnership with a team-focused strand of its league-wide ‘Made for Watching Football’ activation that offered Steelers fans alternative engagement opportunities at a time of limited access to Heinz Field.

During the 2020-21 season, Chinese smartphone brand Oppo borrowed a TikTok trend to digitally engage with Barcelona fans amid the pandemic. 

In February 2020, beer brand Busch leveraged its sponsorship of Kevin Harvick’s No 4 Stewart-Haas Racing car at the Daytona 500 through a real-time Twitter sweepstakes.

Creatively inspired by London’s 1960s Op-Art movement, Chelsea’s 2021-22 season shirt launch campaign was fronted by young players from across the club’s teams and amplified by kit partner Nike and shirt sponsor Three.

In October 2020, the NFL cancelled the 2021 Pro Bowl under the pressures of the pandemic. Instead, long-time NFL gaming partner EA Sports transformed the Pro Bowl into a star-studded real-time gaming event.

As India began reopening from its first national lockdown in late October 2020, soap brand Lifebuoy leveraged its partnership with IPL team Royal Challengers Bangalore to promote habits like wearing a mask, social distancing and maintaining proper hand hygiene.

Running through the 2019-20 NHL hockey season, Budweiser promoted its new status as the official NHL beer in Canada through a campaign to recruit a passionate fan as its ‘Chief Hockey Officer’.

To kick-off its new Manchester United partnership in February 2020, Mondelēz International brand Cadbury launched a second wave of its ongoing ‘Donate Your Words’ campaign.

To target young families taking their kids to travel baseball tournaments, Days Inn fully-funded a little league team for less well-off children over the 2020 season, and covered it in documentary style worthy of a pro team.

In January and February 2020, Uber Eats leveraged its dual partnership with the Australian Open and broadcaster Channel Nine with fresh celebrity-fronted ads for every day of the tournament.

In July and August 2020, Everton and technical partner hummel rolled out ‘More Then Eleven’: a multiple kit launch campaign focused on equality, inclusivity and the strong bond between the club and its global fanbase.