Activations

In December 2020, P&G leveraged its multiple Olympic-related partnerships for a TikTok campaign that celebrated individual acts of love recognising how Tokyo 2020 was different from all previous Games.

In late 2020 and early 2021, Hisense launched its new PSG partnership with an international player-led campaign to boost brand awareness, champion the brand’s commitment to innovation and highlight its focus on detail.

In April 2021, Bud Light collated assets from its US sport and music sponsorship portfolio to fuel a huge $10m ‘stimulus package’ campaign based around giving away 100,000 sports tickets, concert seats and beer.

In April and May 2021, the LA Rams teamed up with sponsor Rocket Mortgage to operate the team’s Draft operation from a bespoke 9,000-sq ft. branded Malibu home.

P&G detergent brand Tide promoted its ‘Tide Hygienic Clean’ product with a Peyton Manning-fronted NFL activation running from September 2020 to February 2021.

After 12 clubs tried and failed to breakaway from Uefa and form a European ‘super league’ in April 2021, Heineken used its Uefa Champions League rights for a low-latency social campaign echoing fan outrage with a touch of humour.

In November 2020, Swedish women’s bandy side Skutskärs IF teamed up with Grit Sportswear to create a hybrid match jersey and associated launch campaign championing gender equality in Swedish sport.

In June 2021, as the playoffs entered their second round, the official NHL beer in Canada activated with limited edition batch of beer that had been poured through the Stanley Cup itself.

In late 2020 and through 2021, Allianz marked the start of a new eight-year IPC sponsorship with a podcast series telling the stories of Paralympian athlete ambassadors.

The soft drinks giant built a six-week immersive experience campaign around The Weeknd’s performance at Super Bowl LIV’s ‘Pepsi Halftime Show’ in February 2021.

Running May through July 2021, Bud Light’s activation played on the tradition of players not shaving while in the playoffs.

When the Brazilian Série A returned after its 2020 pandemic shutdown, beer sponsor Brahma connected supporters to their teams through a nationwide online ordering and delivery initiative.

During October’s Uefa Nations League finals, Hisense built on its Euro 2020 #UpgradeYourHome activation with a pair of campaign contests.

In October 2021, Chelsea official tyre partner Yokohama teamed up with 90min to showcase the brand’s fun side with a prank-style viral featuring Timo Werner, Mason Mount and Jorginho.

In April 2021, the European Tour paired up with lead partner Callaway and professional golfer Marcus Armitage for a world record attempt at ‘The Farthest Shot in Golf in a Moving Car’.

This report contains 15 case studies: our pick of the Europe’s most interesting, innovative or instructive sponsorship activations from approximately the last 12 months.