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The Covid-19-enforced interregnum in the 2019-20 NBA season created an opportunity assuredly exploited by the league’s commercial team.

Amid the 2019-20 NBA/WNBA season, the ‘Nike Game Growers’ initiative saw the sportswear giant work with the league to close the basketball participation gap for girls.

Between 2018 and 2020, Walt Disney World activated its Orlando Magic jersey patch partnership through a free jersey promotion aimed at boosting sales of Disney Park Passes among the fan base.

In 2017, NFL official beauty partner CoverGirl created first all-female pre-game show to tackle sports media stereotypes and speak directly to the 69 million female American Football fans.

On February 29th, 2020, Bose teamed up with NFL franchise the Green Bay Packers and quarterback Aaron Rodgers to offer 29 fans to attempt their own version of the famous ‘Lambeau Leap’ celebration.

The National Hockey League's New Jersey Devils have signed a "significant" multi-year sponsorship deal with sports betting platform Unibet

The National Hockey League's Arizona Coyotes have announced a multi-year partnership with financial services company Mountain America Credit Union

LAFC has extended its partnership with the Los Angeles County Metropolitan Transportation Authority (Metro), which is designed to encourage fans to take the Expo Line or Silver Line to the Major League …

The National Hockey League's Vegas Golden Knights have signed a multiyear partnership with The Juice Standard, a Las Vegas-based cold-pressed juice restaurant.

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Given the limited capacity of the New York Marathon, title sponsor Tata Consultancy Services activated its rights in 2018 and 2019 with a 3D game letting visitors to the Marathon Expo compete over the marathon’s final 100m.

Major League Baseball’s domestic portfolio was worth between $421m (€350m) and $554m in its 2020 season, across a total of 41 deals.

Grant Thornton leveraged its rights at the 2020 Players Championship with a Rickie Fowler-fronted ad campaign.

Central sponsors of the PGA Tour and the four golf majors – The Masters, Open Championship, PGA Championship and US Open – aggregated a sponsorship spend of $451m (€384m) in 2020.

In May 2020, Cisco stepped in as a ‘content integration’ partner of ‘The Match: Champions for Charity’, the blockbuster live golf matchplay event featuring Tiger Woods, Phil Mickelson, Tom Brady, and Peyton Manning.

AB InBev subsidiary Ambev promoted its Guaraná Antarctica drink in Brazil via an April 2019 campaign leveraging its sponsorship of the Brazilian women’s football team.

Uefa partner Santander brought the excitement of the 2020 Champions League Final in Lisbon to the world through an enhanced edition of its ‘Santander Media House’

Kraft’s Hockeyville is an annual search for the most passionate hockey community, with the winners hosting an NHL pre-season game and getting $150,000 in local rink upgrades.

For the delayed 2020 US Open, long-time sponsor Rolex activated through a testimony-led campaign centred on its 40-year relationship with the tournament.

At 2020’s Super Bowl LIV in Miami, NFL telecoms partner Verizon showcased the capability of 5G with an immersive experience.

The North America Activation Casebook is a round up of the best and most innovative sponsorship activation campaigns from the US & Canada in the past 12 months. Read it now

To celebrate the start of the Vancouver Canucks’ 50th season in 2019-20, the team linked up with coffee and donut chain Tim Hortons as presenting partner of a pre-season scavenger hunt.

As the Toronto Maple Leafs took on the Bruins in the 2019 Stanley Cup playoffs, Tim Horton’s launched a local OOH, in-store and social campaign that reversed the name of the brand’s famous Boston Cream donut.

The sponsorships of the four tennis Grand Slams – plus the ATP and WTA Tours – had a combined contract value of approximately $367m in 2020.

In January 2020, Dunkin’ Donuts launched a player-fronted campaign around the NHL Winter Classic to promote its Cold Brew Coffee.

In Colombia, Budweiser used its official partnerships with the Premier League and LaLiga to create a 2019 campaign based on famous goals from the two leagues.

Late July 2020 saw NHL partner Apple mark the return of hockey after its pandemic shutdown with a campaign called ‘Hockey Tape’, part of its ongoing ‘Shot On iPhone’ marketing platform.

For the 2019-20 NFL season, hotel partner Courtyard by Marriot’s season-long activation programme climaxed with the fifth iteration of its ‘Super Bowl Sleepover’ contest.

To promote its new personalised delivery service, US used car retailer CarMax penned a partnership with the NBPA for an autumn/winter campaign led by a series of TV ads, social spots and surprise stunts.