Activations

P&G detergent brand Tide used the start of the 2019 NFL – and its NBC media partnership – to kickstart a national debate about the best night to do laundry.

Longstanding Canadian golf sponsor RBC hit new marketing heights in 2019 with a season-long, multi-channel activation programme leveraging its two PGA Tour title sponsorships and its team of ambassadors.

To leverage Brazilian side Flamengo’s appearance in the 2019 Copa Libertadores final, shirt supplier Adidas projected the club’s shirt onto the Rio's statue of Christ the Redeemer.

In September 2019, Nike created a campaign to drive jersey sales for the first shirt designed specifically for the women’s team by empowering Seville’s female footballers.

An online and in-store led joint campaign from Hypovereinsbank (HVB) and Allianz leveraged their FC Bayern Munich sponsorships to promote their combined insurance/pensions partnership.

In July 2019, Nike leveraged its NBA supplier partnership and its endorser deal with Giannis Antetokounmpo to celebrate the player’s MVP award and promote the launch of his first signature shoe.

To drive awareness ahead of the May 2019 PGA Championship, PGA Tour partner Michelob Ultra teamed up with ambassador Brooks Koepka for a trick shot stunt on New York City’s Hudson River.

For the November 2019 final of the Copa Libertadores, Disney teamed up with South American Football Federation Conmebol for an on-pitch, pre-match stunt to promote the launch of The Rise of Skywalker.

In March 2020, Manchester City automotive partner Nissan promoted its LEAF electric vehicle via a social video series built around manager Pep Guardiola’s personal passion for the car.

Fortuna Düsseldorf and kit supplier Uhlsport launched the team’s 2018-19 season away journey with an augmented reality mobile experience set during the city’s annual fireworks display.

Bud Light launched a campaign heralding the start of the MLB’s Covid-19-truncated season based around a reworking of the classic song ‘Take Me Out to The Ball Game’.

Launched ahead of Ireland’s 2019 Guinness Six Nations defence and running through to the autumn Rugby World Cup in Japan, the multi-phase ‘Everyone In’ campaign was the latest iteration of Vodafone’s Ireland’s long running ‘Team of Us’ Irish rugby activation.

To promote its new kits for Argentinian clubs Rosario and Estudiantes in 2019, Under Armour struck a deal with Superliga broadcaster TNT for one match each to be shown free-to-air.

Sony Playstation tied the Champions League to football gaming via a campaign that culminated with ‘The PlayStation FC Final’, a match played in the same stadium as the 2018-19 final one day later.

Bike manufacturer Specialized announced its official partnership with Bundesliga club RB Leipzig in August 2020 with an integrated campaign that spanned online video, player and product image assets, social content, PR and in-stadium branding.

Michelob Ultra, the official beer of the NBA, leveraged its rights around the 2020 NBA season restart with a multi-channel campaign led by a Jimmy Butler singalong commercial