Activations

Through late 2018 and early 2019, Manchester United’s global betting partner brought in several players to attempt two football skills world records.

At the 2019 World Series, Taco Bell rolled out the seventh iteration of its ‘Steal a Base, Steal a Taco’ campaign with a strand allowing fans to gamble on which player would steal the crucial base.

At the start of December 2019, Qatar Airlines leveraged its sponsorships with AS Roma, FC Bayern Munich and Fifa with an in-flight safety video based around a fictional pre-match team-talk.

Ahead of the All Blacks making the trip to Japan for the 2019 Rugby World Cup, Air New Zealand dropped a ‘safety video’ and support-building marketing campaign.

Long-time club sponsor Carlsberg celebrated the May 2019 anniversary of Liverpool going ‘all-red’ with a limited edition red-label red barley beer.

In 2016, Emirates leveraged its Hamburg shirt sponsorship with an on-pitch ‘safety demonstration’ that became a social media video phenomenon.

At the start of the 2018-19 NHL season, employee at Edmonton-based auto service/retailer Fountain Tire painted themselves in Oilers blue-and-orange and used the images to let fans create cheers for social sharing.

A digital campaign run by Manchester City, sponsor SAP and the Cityzens Giving programme, the activation ran from February to July 2019 and highlighted the fans who helped their communities thrive.

In 2018-19, the Rwanda Development Board activated its deal with Arsenal via a suite of efforts aimed at making tourism a key contributor to the country’s economy.

At the 2019 NHL All-Star Game Fan Fair, SAP used an immersive VR experience to give ice hockey fans the experience of coaching in the NHL.

Fiorentina and Le Coq Sportif launched their 2017-18 kit via a digital-first campaign promoting the familiar purple home jersey alongside four away kits – each representing one of the city’s ancient neighbourhoods.

Expedia-owned Hotels.com activated its rights at Spurs during the 2018-19 season with a programme that spanned digital signage, perimeter LEDs, big screens and interior television both at the club’s temporary Wembley home and then its new stadium.

Marriott signed as Manchester United’s first official hotel partner primarily to promote awareness of its new Marriott Bonvoy Rewards brand.

Emirates unveiled its ‘Fly Better’ brand promise in October-November 2018, with a launch phase led by the airline’s sports sponsorship portfolio and culminating with AC Milan’s home game against Juventus.

In 2018-19, Marathonbet gave Lazio fans the chance to have their selfies become part of an image on the team’s shirt for the 29 October home match against Inter Milan.

As part of Bundesliga champions Bayern Munich’s 120th anniversary celebration in February 2020, the club invited fans to vote for the most emotional moment in its history through an initiative run in harness with new partner Google.