European Activation Case Studies
Take Your Shot – Bitget & Juventus
In Mid-March 2022, Asian crypto exchange Bitget leveraged its new sleeve sponsorship with Serie A giants Juventus through a video-led digital campaign fronted by four members of the team aimed at boosting brand awareness and driving new customers into the sponsor’s sales funnel.
Loyalty FC – Valvoline & Sevilla FC
Running from December 2020 to May 2021, Sevilla FC sleeve sponsor Valvoline activated its partnership during the pandemic through a bespoke digital football content platform launched through a six-part, player-fronted ‘Loyalty FC’ video series which aimed to highlight brand/club synergies and drive home value-based messages.
#TodosAoDubai – Emirates & SL Benfica
Benfica shirt sponsor Emirates marked the start of 2022 with an on-pitch skills challenge offering season ticketholders the chance to win round trips to Dubai.
Support Someone Else – Three & Chelsea FC
Over the 2020-21 Christmas holiday, Chelsea teamed up with shirt sponsor Three for a pandemic support initiative that encouraged UK sports fans to support each other over the festive season.
Blue Always Delivers – Zapp & Chelsea FC
In the last week of November 2021, rapid grocery delivery firm Zapp leveraged its Chelsea partnership to support its first UK television commercial – a player skills challenge called ‘Blue Always Delivers’.
Frontline Heroes – TeamViewer & Manchester United
United shirt sponsor TeamViewer recognised some of the pandemic ‘Frontline Heroes’ through a digital-first contest delivering VIP days out at the December 2021 match v Arsenal.
Grocery Chants – Getir & Tottenham Hotspur
A team of Spurs ambassadors fronted Getir’s January 2022 campaign, which used social spots to encourage fans watching live matches to order from the rapid grocery delivery app.
Challenging Stereotypes – War Paint for Men & Norwich City FC
Activating its Norwich City partnership in 2020-21, men’s makeup brand War Paint for Men worked with current and former Norwich players on a long-form video series that aimed to support positive conversations around men’s mental health on and off the pitch.
Club Together – Cadbury & 20 UK football clubs
Cadbury’s umbrella 2020-21 initiative leveraged its 20 individual UK football club partnerships through a programme of over 100 activations aimed at reinforcing its positioning as part of country’s cultural fabric.
Call Luis Enrique – Finetwork & the RFEF
Telecoms newcomer Finetwork activated its partnership with the Spanish football federation around the climax of the 2021 Uefa Nations League via a press conference stunt involving Spain national-team Luis Enrique.
Shirt Sponsorship – Homeday & Hertha BSC
At the end of 2020, Berlin real estate agent Homeday activated its shirt sponsorship of hometown club Hertha to boost brand awareness throughout Germany.
Live Bold: Details Make the Difference – Hisense & Paris Saint-Germain
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.
Don’t Drink & Start a League – Heineken & Uefa
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.
Out of Line/Gått Over Gränsen – Grit Sportswear & Skutskärs IF
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.
#UpgradeYourHome – Hisense & Uefa
During October’s Uefa Nations League finals, Hisense built on its Euro 2020 #UpgradeYourHome activation with a pair of campaign contests.
Yokohama Commercial Prank – Yokohama & Chelsea FC
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.
The Farthest Shot in Golf – Callaway & European Tour
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’.
ThisIsGrandeza – adidas & Real Madrid
At the start of June 2021 adidas and Real Madrid rolled out a multi-stage unity campaign to celebrate the spirit of Madrid and promote the team’s 2021/22 season home, away and third kits.
The Numbers Game 2 – Santander & Uefa
Uefa Champions League partner Santander activated its rights in the UK through a virtual campaign from March through December 2020 aimed at helping teach children numeracy from home during Covid-19.
Düren Fährt MAN/Düren Drives MAN – MAN & 1.FC Düren
Leveraging the October 2020 cup match between two teams its sponsors – Bayern Munich and fifth-tier side 1. FC Düren – MAN exploited media interest in the underdog by giving the club a state-of-the-art coach with bespoke branding.
Opening Party – Heineken & Uefa
On 12 August 2020, Heineken and Uefa livestreamed a global ‘Opening Party’ to celebrate the restart of the Champions League and Europa League after the pandemic-enforced hiatus.
Where We Belong (Meet Len) – adidas & Arsenal
In August 2021, ahead of the start of the Premier League season, adidas and Arsenal FC launched the team’s third strip through a mockumentary featuring fictional Gunners super fan ‘Len’.
Make Your Home the Home End – Coca-Cola & the Premier League
In August 2020, with the pandemic forcing fans watching the new season from home, Premier League partner Coca-Cola launched a campaign aimed at making the soft drink part of the at-home matchday routine.
$EFC Fan Token Offering – Socios.com & Everton FC
At the start of the new 2021-22 Premier League season, Socios.com and Everton ran a campaign to promote the first $EFC Fan Token Offering, which led to all 500,000 digital tokens selling out in just four minutes.
#BKMenuCourt – Burger King & 2K Sports
In March 2021, Burger King sponsored the Spanish release of the official NBA game – NBA2K21 – through an in-game campaign that challenged players to win free items by making shots on the virtual court.
Play on the Pitch Day – Cadbury & Manchester United
In September 2020, the Mondelez-owned chocolate business leveraged its MUFC rights to bring some of its employees to Old Trafford as the culmination of an internal staff reward programme.
Het Mooiste Shirt Van Nederland/Most Beautiful Shirt in the Netherlands – DPG Media & the Royal Dutch Football Association
In May and June 2021, KNVB media partner DPG Media drove excitement ahead of the delayed Euro 2020 with a fan vote to find the most popular Dutch national team shirt of all time.
BrawlStars – Supercell & Paris Saint-Germain
Mobile game developer Supercell’s three-season partnership with PSG involved management-level learnings as well as direct promotion for the sponsor’s Brawl Stars game.