European Activation Case Studies

Paralympics

Bupa delivered an immersive campaign to highlight its sponsorship of ParalympicsGB during the Paris 2024 Paralympic Games.
Football

In recognition of Skin Cancer Awareness Month in May, ZO Skin Health leveraged its partnership with West Ham United Women to launch the ‘In Plain Sight’ campaign.  
Mass Participation

Havas Play describes how Orange activated its ‘Presenting Partner' rights at the 'Marathon Pour Tous', one of the bespoke events offered by the Paris 2024 organising committee.
Motorsport
Sponsorship & Marketing

Peroni Nastro Azzurro and Scuderia Ferrari Formula 1 created an immersive event in London ahead of the British Grand Prix at Silverstone.
Football

Sela used its sponsorship of Newcastle United to launch a world-first haptic team shirt to support the UK's deaf community.
Basketball
Sponsorship & Marketing

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

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

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

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.
Football

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.
Football
Sponsorship & Marketing

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.
Football

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

Starling Bank has grown affinity among fans of Southampton FC Women via its 'Coaches of Tomorrow' campaign.
Rugby Union
Sponsorship & Marketing

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.
Esports
Sponsorship & Marketing

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…
Football

To mark the extended relationship between Southampton FC and Sportsbet
Football

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…
Football

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 …
Football

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…
Football

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…
Football

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

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…
Football

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…
Football

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…
Football

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…
Football

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…
Football

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.
Soccer

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…