European Activation Case Studies

BKT Tires created the 'BKT Heartbeat Challenge' campaign to drive fan engagement around a ranking of EuroLeague's most vocal supporters.

Metro Bank has chosen to champion women's and girls' cricket in its first ever foray into sports sponsorship.

Paddy Power leveraged its World Darts Championship title sponsorship rights in support of the charitable organisation Prostate Cancer UK.

The WeAreFearless agency’s shirt sponsorship deal with Hackney Women’s FC highlighted its expertise in women’s sport and followed the launch of a dedicated women's sport division.

Cadbury used the renewal of its sponsorship deal with English Premier League club Chelsea to extend its ‘Sign with Fingers’ campaign, designed to support the UK’s deaf community.

US-based car rental agency Enterprise Rent-A-Car launched a bespoke and informative football content series to activate its sponsorship deal with the Uefa Europa League.

Small business accounting software firm Xero improved brand perception in the UK with its ‘Dream Bigger’ 2023 Women’s World Cup campaign.

Starling Bank has grown affinity among fans of Southampton FC Women via its 'Coaches of Tomorrow' campaign.

SportBusiness Sponsorship speaks to Gareth Griffiths, director of partnerships and sponsorship at Virgin Media O2, about how the brand is activating its England Rugby sponsorship deal at the Rugby World Cup.

Guild Esports, the London Stock Exchange-listed esports organisation co-owned by David Beckham, launched the #NoRoomForAbuse campaign with its ‘Official Premier Partner’ Sky UK in May 2023, to raise awa…

To mark the extended relationship between Southampton FC and Sportsbet

In October 2021 Tencent Games' PUBG Mobile video game officially linked up with Liverpool Football Club (LFC) for an in-game collaboration built on shared teamwork and camaraderie which enhanced fan passion…

In May 2022 AFC Ajax Amsterdam and Sandals Resorts International (SRI) teamed up to support the local community and inspire future generations on the Caribbean island of Curaçao through a school-based …

Official beer brand Budweiser leveraged its AFC Ajax partnership and celebrated the club’s 35th league title victory in May 2021 by teaming up with local singer Sophie Straat and artist Tim Rodermans t…

In summer 2022, Arsenal and official kit supplier Adidas teamed up with agency Weirdo to launch the new 2022-23 away kit while the club was on a US Summer Tour through an integrated campaign called ‘Little I…

During the 2021-22 Premier League season Southampton FC’s crypto-betting sponsor Sportsbet.i

American Express marked the 10-year anniversary of its partnership with Brighton & Hove Albion FC at the end of the 2021-22 Premier League season with a fan shirt swap activation that invited 250 fans…

Nivea Men leveraged its partnership with Liverpool FC (LFC) through the 2021-22 season via a three-pronged focus on health, wellness and community with a set of awareness, reward and content-led activations…

For the 2022-23 season, Everton FC and technical partner Hummel expanded their existing ‘My Everton’ collaboration and turned it into a web-based, social media-amplified, weekly series of authentic fir…

Paris Saint-Germain primary partner Accor leveraged the tie-up through the 2021-22 season to consolidate the 2019 launch campaign for its ALL loyalty programme through a multi-market, player-fronted ‘Play L…

In November 2022, an Audi employee experience activation celebrated its 20-year partnership with FC Bayern Munich via an internal competition that saw 30 Audi workers selected to drive the latest all-electric…

VistaPrint, a Dutch e-commerce company providing small businesses with design and print services for custom physical and digital marketing products, has a multi-year agreement with Liverpool Football Club (LFC) as the official small business design and marketing partner.

In 2022, disinfectant brand Dettol leveraged its partnership with the FA and England Football around UEFA Women’s Euro 2022 through an integrated activation programme spanning TV, OOH, digital, social a…

Lacoste, which was founded in 1933 by tennis player René Lacoste and is known globally for its famous green crocodile logo, leveraged its status as the supplier of out-of-competition and formal wear to …

Bringing to life the brand’s ‘Do What You Can’t’ umbrella marketing platform through its Dutch Olympic Team sponsorship, Samsung ‘Fast Frame’ utilised the brand’s technology products, data collection ab…

To drive awareness of the challenges of dyslexia and other reading/writing disorders and support those who suffer from it amongst the Germany football community, Hamburger SV (HSV) rolled out an October 2021 guerrilla style campaign called ‘Dyslexia Jersey’ at a home game during ‘European Dyslexia Awareness Month’. A pair of jerseys with misspelt players’ names on the back were worn on the pitch during a game supported by television, in-stadium and social media explanatory content.

A design-led, safety-focused activation from Fédération Française de Rugby (FFR) partner GMF Paris in 2021 saw the insurance company create a campaign which demonstrated its mantra that if ‘insurance mean…

VW activated its rights as an official sponsor of Uefa Women’s Euro 2022 via an on-pitch stunt and social campaign called ‘Tiny Buzz Car’, based around a miniature remote-controlled car delivering the o…