Americas

Latest Features

Rakuten House was a branded space erected in Chicago to leverage the ecommerce brand’s rights around the 2020 All-Star Weekend.

Through the 2019 season, AAB activated its rights as the title partner of the Formula E racing series through a short-form content series based on solving contemporary urban challenges.

Filmed at an empty Churchill Downs racecourse, Woodford Reserve’s ‘My Old Kentucky Home’ spot was an homage to the delayed 2020 Kentucky Derby.

P&G detergent brand Tide used the start of the 2019 NFL – and its NBC media partnership – to kickstart a national debate about the best night to do laundry.

Longstanding Canadian golf sponsor RBC hit new marketing heights in 2019 with a season-long, multi-channel activation programme leveraging its two PGA Tour title sponsorships and its team of ambassadors.

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.

Features

To leverage Brazilian side Flamengo’s appearance in the 2019 Copa Libertadores final, shirt supplier Adidas projected the club’s shirt onto the Rio's statue of Christ the Redeemer.

In July 2019, Nike leveraged its NBA supplier partnership and its endorser deal with Giannis Antetokounmpo to celebrate the player’s MVP award and promote the launch of his first signature shoe.

To drive awareness ahead of the May 2019 PGA Championship, PGA Tour partner Michelob Ultra teamed up with ambassador Brooks Koepka for a trick shot stunt on New York City’s Hudson River.

For the November 2019 final of the Copa Libertadores, Disney teamed up with South American Football Federation Conmebol for an on-pitch, pre-match stunt to promote the launch of The Rise of Skywalker.

Bud Light launched a campaign heralding the start of the MLB’s Covid-19-truncated season based around a reworking of the classic song ‘Take Me Out to The Ball Game’.

To promote its new kits for Argentinian clubs Rosario and Estudiantes in 2019, Under Armour struck a deal with Superliga broadcaster TNT for one match each to be shown free-to-air.

To promote the non-skid technology in its EcoSport SUV, Ford leveraged its sponsorship of Brazilian top-tier basketball by removing the sounds of sneakers squeaking on the court.

In February 2020, Hennessy leveraged its new status as the official spirit of the NBA with an integrated campaign launched to coincide with the NBA All-Star Weekend.

In 2018, Uber teamed up with Athletico-PR for a live, on-pitch stunt to drive awareness of the brand’s safer driving ‘May Yellow Movement’ programme.

Major League Soccer’s commercial portfolio was worth between $195m (€173m) and $228m in 2020, across 22 deals.

To drive awareness of the brand and promote its new GV80 SUV, premium auto maker Genesis activated at Super Bowl 2020 with a campaign starring John Legend and Chrissy Teigen.

Citibanamex activated its Mexican national team sponsorship for the 2018 Fifa World Cup through AR, bots, a digital album, social content and a team-related competition.

Land Rover's title sponsorship of the 2019 Kentucky Three-Day Event was activated with a programme that spanned content creation, media support, competitions and a range of on-site experiences and hospitality spaces for all ages – and their pets.

When a fan watching the 2019 World Series chose to be struck by a baseball rather than spill his beers, Bud Light sprang into action with a quick turnaround activation spanning online, offline and traditional paid advertising.

Nike and the Minnesota Timberwolves set new records for NBA social, web traffic, jersey sales and engagement statistics with the 2018-19 reveal campaign for the team’s Prince-inspired Nike ‘City Threads’ kit.

November 2019 saw Budweiser celebrate the extension of its NBA official beer partnership with a responsible drinking campaign fronted by LA Lakers star Danny Green.

NBA sponsor American Express created an award-winning campaign during the 2018-19 season by allowing Amex members to swap their jersey for free if their favourite player switched clubs.

The NBA’s central sponsorship portfolio is worth approximately $600m (€533m) in 2019-20, SportBusiness Sponsorship has found, of which about 60 per cent is marketing fees and the remainder is licensing royalties.

In February 2019, Hyundai leveraged its on-site rights ahead of Super Bowl LIII in Atlanta to tell multiple brand and product stories through a range of communal and one-on-one experiences.