Americas

With fans stuck at home during Covid-19 lockdowns of 2020, Midea ran a three-month social media engagement campaign that saw Man City players and legends encourage fans to take part in a series of at-home skills challenges.

NHL sponsorship revenues continued their upward trajectory in the 2020-21 season, despite the effects of Covid-19 on the league’s event programme.

As Covid-19 struck the UK, West Ham and its Official Destination Partner created a branded virtual activation that brought contest winners and club legends together to watch home Premier League matches.

The 2019 TCS New York City marathon official app became the races’ most downloaded ever by offering features including a set of augmented reality experiences, unlimited real-time runner tracking, an interactive course guide, digital cheer cards and a finishing-time predictor.

JP Morgan Chase pivoted to digital for its 2020 US Open activation programme, which ran between August and September 2020 and spanned an online hub, a card members’ digital lounge, invite-only interviews and Q&A, a daily livestream show, a social sweepstake, a virtual concert and even a cooking series.

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.

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’