Asia-Pacific

In 2018 and 2019, Sydney Roosters shirt sponsor Steggles ran two versions of an activation that saw men’s team players replace the poultry brand’s logo with the names of women.

Indian fintech brand CRED, an official partner of 2020 Indian Premier League, leveraged its rights through a series of tongue-in-cheek TV and online ads starring iconic celebrities from the 90s.

P&G beauty brand SK-II reacted to the pandemic-enforced delay of the 2020 Tokyo Olympics by pivoting to a tactical, social-first campaign targeting young Japanese women and fronted by swimmer Rikako Ikee.

In 2019, Audi leveraged its partnership with AFL club Hawthorn Hawks through a player ‘fast lap experience’ aimed at driving Audi Sport consumer test drive bookings.

Activating its long-term partnership with the AFL around the 2019 Grand Final, NAB brought its Mini Legends campaign to life through an on-site experience to engage with thousands of fans at the AFL Grand Final Live Site fan space.

After Covid-19 brought global travel to a standstill in 2020, Thai travel retailer King Power showed its support for Thai tourism by leveraging its Leicester City jersey sponsorship.

In July 2019, Bridgestone Australia rolled out a local market phase of the company’s global ‘Chase Your Dreams’ Olympic activation platform, in the form of a CSR-driven, basketball-focused, community court refurbishment project.

In January 2019, leading Australian bookie and official race wagering partner TAB created a bespoke branded space to activate its rights on the ground at the Magic Millions Gold Coast Race Day.

AFL’s NAB-sponsored children’s participation drive pivoted to the virtual in 2020, with a series of player-fronted skill spots helping young Auskickers stay connected to the program while their local competitions were on hold.

At the IPL 2020, JSW Steel leveraged its principal sponsorship of the Delhi Capitals to target a new, broader demographic through a social-first campaign fronted by star player Rishabh Pant.

Last year, New Zealand telco 2degrees leveraged its sponsorships of the country’s Super Rugby clubs via a branded reality show that gave five Kiwis a second shot at playing professional rugby.

National Australia Bank's 2019 AFL Grand Final activation offered its customers an all-expenses paid experience promoted through an integrated paid, owned and earned campaign.

To leverage its 2019 IPL sponsorship, Yes Bank created an activation programme aimed at Micro, Small and Medium Enterprises (MSME).

To leverage its sponsorship of the 2019 Fiba Basketball World Cup in China, Aeroflot activated its status as presenting partner of the FIBA Basketball World Cup Trophy Tour via a multi-strand campaign that included a collective video, app, social, pop-ups and a ticket contest.

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

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.

As Japan prepared for an influx of international fans coming to watch the 2019 Rugby World Cup, AIG Japan leveraged the company’s sponsorship of New Zealand’s All Blacks toward a road safety campaign.