Activations
Features
Pros Behind the Pros – Beko & FC Barcelona
In autumn 2019, Beko rolled out an online video series that continued its strategy of using the Barcelona sponsorship to promote healthy lifestyles.
Be the One – Microsoft & the NFL
NFL sponsor Microsoft activated around the 2020 Super Bowl with an inspirational, equality-focused campaign based on the story of 49ers coach Katie Sowers.
Ace for Inclusion – ANZ & Tennis Australia
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.
Story of Will – Under Armour & the Ice Hockey Association of India
October 2019 saw Under Armour release a brand-building film showcasing the struggles and triumphs of the Indian Women’s National Ice Hockey Team.
Your Game, Your Beat, Your Bank – Commerzbank & the DFB
Commerzbank activated its German women’s national team rights with deliberately provocative creative around the women’s world cup from May to July 2019.
Colour Yourself Loyal/Black Laundry – Steinlager & New Zealand Rugby
During the opening weekend of the 2019 Rugby World Cup, Steinlager leveraged its partnership with the All Blacks via ‘Black Laundry’, an experiential activation backed by an integrated marketing campaign.
Drive for More – Yokohama & Chelsea FC
Running from March 2018 to May 2019, Drive for More leveraged Yokohama’s Chelsea shirt sponsorship to convert consumers at the point of sale.
Epic Moments – DHL & World Rugby
DHL, official logistics supplier to the 2019 Rugby World Cup, rolled out an epic campaign of activations through 2018 and 2019.
Where Everyone Plays – Coca-Cola & the Premier League
In February and August 2019, the multi-channel, multi-phase activation sought to launch Coca-Cola’s re-entry to the UK football space.
The Selfie Scarf – DEVK & FC Köln
A tongue-in-cheek activation from FC Köln’s official insurance partner, the selfie scarf allowed fans to support the promotion-chasing team in person and online simultaneously.
The Autograph/Tim’s True Story – Tim Hortons & Hockey Canada
Launched to drive awareness of Canadian coffee chain Tim Horton’s enhanced partnership with Hockey Canada, the campaign linked the brand to Canadian legend Wayne Gretzky.
The Team That Wouldn’t Be Here – Verizon & NFL
In January and February 2019, Verizon leveraged its rights around the NFL Playoffs, Championship Games and Super Bowl via a multi-phase, multi-platform activation that honoured America’s first responders.
Purple Couch – T-Mobile & UFC
In 2018, T-Mobile US’s Metro by T-Mobile brand activated its UFC rights through a live 90-minute brand-owned social broadcast which set out to fill the pre-fight content void.
A Liverpool Story – Standard Chartered & Liverpool FC
March 2020 saw Standard Chartered celebrate a decade of Liverpool FC sponsorship with a blockbuster film called ‘A Liverpool Story’, which emphasised the values of determination and long-term commitment.
Future Official… – Budweiser & the National Women’s Soccer League
In October 2019, Budweiser leveraged its NWSL sponsorship through a Megan Rapinoe- fronted campaign that aimed to solicit new sponsors for the US women’s professional league.
The Secret Kicker – Procter & Gamble & the NFL
Procter & Gamble deodorant brand Secret kicked off conversation about women in sport with a Super Bowl LIV ad spot involving US women’s soccer superstar Carli Lloyd.
There’s More Fun to Be Had – Captain Morgan & MLS
Captain Morgan joined MLS as official rum and spirits partner in 2019, activating through a season-long campaign that spanned stadium signage, around-the-ground street teams and sampling, ticket giveaways, national television ads, OOH work and digital and social content.
Chabal – Marriott & the Hong Kong Rugby Union
At the 2019 Hong Kong Sevens, French rugby legend Sébastien Chabal fronted activations for Marriott aimed at promoting the Bonvoy rewards programme in Asia-Pacific.
Unity in Passion/#WalkOnAnfieldMH – Malaysia Airlines & Liverpool FC
The stand-out activation in Malaysia Airlines' three-season partnership with Liverpool was a spring 2018 contest that incentivised fans to create and share their unique Liverpool cheers.