Activations

Features

Reale Seguros celebrated the 2018 renewal of its Real Sociedad partnership with a season-long hot dog giveaway featuring the world’s first club-branded ketchup.

During the 2019 ISL, associate sponsor Maruti Suzuki worked with Dentsu to create a tech-led campaign that gave the most passionate soccer fans a ‘virtual front-row seat’ of the season finale.

Jumping off the celebration of 100 years of professional football in the US in 2019, Bud Light created a once-in-a-lifetime experience for 100-year-old Kansas City Chiefs fan Melba Mills.

Dove Men+Care used its rights in deals with the British and Irish rugby unions to create a combined campaign that ran from the 2019 Rugby World Cup to the 2020 Six Nations.

Running from March to September 2019, insurer QBE leveraged its long-running partnership with AFL side Sydney Swans to promote its ongoing road safety campaign.

Confectionery brand Cadbury’s three-year Premier League partnership was underpinned by its Cadbury FC ambassador-focused programme which saw a stable of football legends add heft to a range of campaigns.

Hyundai leveraged its Atlético Madrid sponsorship and reinforced its support for women's football in November/December 2019 with an emotional multi-media campaign.

With the 2020 NFL Draft pushed online due to Covid-19, the NFL’s official yoghurt leveraged its rights via a digital campaign that poked fun at the idea of the uber-macho football star.

Leveraging its 2019 Six Nations title rights, Guinness launched a responsible drinking campaign  that encouraged drinking more water through the launch of a new product, ‘Guinness Clear’.

Running throughout the 2019 AFL season, Clangers Happen was a comic campaign pushing the idea that insurance brand AAMI is there to help when things go wrong.

The Coca-Cola Premier League Trophy Tour of UK & Ireland, which ran through March and April 2019, visited major football centres to give fans unique, shareable experiences.

Through the 2018-19 season, Dutch optician Hans Anders played on the Eredivisie’s introduction of VAR with a pitchside billboard activation at PSV Eindhoven.

Busch celebrated its 40-year presence at the Daytona 500 in February 2019 by turning Stewart-Haas Racing’s 2018 No. 4 car into 40 limited-edition cans.

In 2019, Chase expanded on its 2018 US Open #ThisMama campaign with Serena Williams, again firing a conversation and debate about motherhood and work.

Official NRL spirits sponsor Bundaberg Rum leveraged its rights through the 2019 Finals Series with a responsible drinking campaign called ‘Stay in the Game’.

PSG teamed up with its sponsors and suppliers to raise funds for Parisian medical workers during the height of the Covid-19 pandemic.

In autumn 2019, Beko rolled out an online video series that continued its strategy of using the Barcelona sponsorship to promote healthy lifestyles.

NFL sponsor Microsoft activated around the 2020 Super Bowl with an inspirational, equality-focused campaign based on the story of 49ers coach Katie Sowers.

For its 2018 and 2019 Australian Open activations, ANZ sought to burnish its corporate reputation by replacing Novak Djokovic with wheelchair champion Dylan Alcott as the face of ANZ tennis.