Activations

In June 2020, Levante and Timpers launched a range of sneakers to raised disability awareness and generate funds for the club’s foundation.

To celebrate the start of the Vancouver Canucks’ 50th season in 2019-20, the team linked up with coffee and donut chain Tim Hortons as presenting partner of a pre-season scavenger hunt.

Technology partner IBM helped the AELTC deliver a digital experience to help Wimbledon fans bereft at the Covid-enforced cancellation of the 2020 tournament.

As the Toronto Maple Leafs took on the Bruins in the 2019 Stanley Cup playoffs, Tim Horton’s launched a local OOH, in-store and social campaign that reversed the name of the brand’s famous Boston Cream donut.

October/November 2019 saw adidas and Juventus launch the club’s fourth kit via a fashion-meets-football campaign in partnership with Palace Skateboard.

With Covid-19 still raging in July 2020, Puma & AC Milan used an Instagram-led campaign – celebrating Milan’s contemporary design culture and architecture – to launch the 2020-21 home kit.

In January 2020, Dunkin’ Donuts launched a player-fronted campaign around the NHL Winter Classic to promote its Cold Brew Coffee.

In Colombia, Budweiser used its official partnerships with the Premier League and LaLiga to create a 2019 campaign based on famous goals from the two leagues.

In April 2019, as Mallorca pushed for promotion back to Spain’s top tier, long-time official beer partner Estrella Damm launched a PR, OOH and social campaign to support the side through the season climax.

Europe 2020 Activation Casebook – Read Now The Europe Activation Casebook is a round up of the best and most innovative sponsorship activation campaigns from Europe in the past 12 months.

Napoli and Kappa promoted the club’s 2019-20 home jersey through a campaign creatively themed around the kit’s pixelated design that spanned street graffiti, PR, a launch event, live in-store signings and social media content.

In late June 2020, Bologna sponsor Trenitalia marked the end of Italy’s strict coronavirus lockdown with a campaign linking the restart of its ‘Frecciarossa’ high speed train services and the restart of Serie A.

Late July 2020 saw NHL partner Apple mark the return of hockey after its pandemic shutdown with a campaign called ‘Hockey Tape’, part of its ongoing ‘Shot On iPhone’ marketing platform.

With Wimbledon 2020 cancelled due to Covid-19, Official Water Evian rewarded UK heroes fighting the pandemic with a ticket/experience giveaway for the 2021 tournament.

For the 2019-20 NFL season, hotel partner Courtyard by Marriot’s season-long activation programme climaxed with the fifth iteration of its ‘Super Bowl Sleepover’ contest.

Genoa promoted its partnership with the Gaslini Children’s Hospital by gifting all newborns in 2020 a free baby-sized team shirt.