Europe 2020 Activation Casebook

The second of our 2020 Activation Casebook series

The Europe Activation Casebook is a round up of the best and most innovative sponsorship activation campaigns from Europe in the past 12 months.

15 CASE STUDIES SHOWCASING SPORTS SPONSORSHIP ACTIVATION BEST PRACTICE IN EUROPE

EACH CASE STUDY profiles an activation produced by a brand and a rights-holder

It then explains its objectives, the practical elements of the activation and reports the outcomes.

These case studies feature the most innovative activations created by major brands for European audiences

From the likes of: adidas, Budweiser, Paddy Power and more.
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The Case Studies

Football

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

The launch campaign for adidas’ 2019-20 Arsenal home kit focused on connecting the club’s global fan base to its North London home through themes of community, customs, language and inclusivity.
Golf
General Insurance

Launched in August 2019, AIG’s global activation programme for the first year of its sponsorship of the Women’s British Open focused on positioning AIG as an ally for female golfers and for women in general.
Tennis
Banking

BNP Paribas highlighted its deep commitment to French tennis around the 2019 French Open by creating mementoes from the physical matter of Roland-Garros’ Number One Court as its was dismantled for redevelopment.
women's football
Beer

Budweiser supported the England Lionesses’ bid to win the 2019 Women’s World Cup with a rallying-cry campaign inspired by Queen Elizabeth I’s speech prior to the defeat of the Spanish Armada.
Cycling
Tyres

Continental activated its sponsorship of the 2019 Giro D’Italia with an initiative – spanning a new product, exhibition, online activity and at-race work – driving home its mission to improve road safety.
Football
Logistics

Hertha Berlin and sponsor Deutsche Bahn marked the 30th anniversary of the fall of the Berlin Wall with a limited-edition shirt and an advertising campaign with the tagline ‘We Do Not Accept Walls’.
Rugby Union
Personal Care & Fragrances

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.
Rugby Union
Beer

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’.
Football
Automobile Manufacturing

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

At Wimbledon 2019, a campaign to promote the electric Jaguar I-PACE was led by a smartphone app on which tennis fans could test their serve to win tickets, supported by multi-platform media.
Gaelic Sports
Ecommerce

In summer 2019, online retailer Littlewoods Ireland activated its GAA rights with a three-phase social media activation built around celebrating individual styles with a collective love for hurling.

Paddy Power leveraged its 2019-20 Huddersfield Town FC shirt sponsorship through a hoax kit launch campaign called “Unsponsor #SaveOurShirts”.
Football
Automobile Manufacturing

‘Terrains’, which debuted in June 2019, was a video-led TV and social campaign from Jeep, activating its Juventus sponsorship with the message that excellence must be achieved through hard work on the toughest territory.
Cricket
Eyewear

Through the summer of 2019, Specsavers activated its England Test Match title sponsor rights via multiple strands including media engagement, VIP hospitality, on-site and at-stadium branding.

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Also available: The Asia-Pacific 2020 Activation Casebook

The Asia-Pacific Activation Casebook is a round up of the best and most innovative sponsorship activation campaigns from Asia-Pacific in the past 12 months.
This Casebook is the first in a series of four, selecting the best and most innovative activation campaigns in key markets.

Each case study takes an activation produced by a brand and a rights-holder. We then explain the objectives of the campaign, detail the practical elements of the activation and report the outcomes.

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Click here to download the PDF