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Ahead of the 2020-21 season, CA Osasuna and kit supplier adidas rolled out an integrated online campaign promoting a trio of new centennial kits focusing on the local region, its land and symbols.

In 2018, men’s grooming brand LEA leveraged its partnership with Deportivo Alavés through a national online and print advertising campaign.

Taking over as kit supplier in 2020-21, adidas brought Leeds United into its pandemic-influenced, global ‘Ready for Sport’ brand platform when unveiling the new kit in mid-August 2020.

Uber leveraged its partnerships with the two Seville football clubs with a digital video-led campaign that promoted respect in the rivalry around the April 2019 derby.

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’

At the start of the 2020-21 Bundesliga, FC Union Berlin and technical partner adidas rolled out a family-focused digital campaign to promote the club’s new shirt.

In January 2020, Real Madrid sponsor Audi celebrated the team’s Spanish Super Cup victory with a digital campaign presenting the players as superheroes and promoting the new Audi R8 Decennium.

New Balance and Athletic Bilbao sought to drive pre-orders of the 2020-21 home kit with a campaign solidifying the connection between the team, the kit and the fans.

In June 2020, Levante and Timpers launched a range of sneakers to raised disability awareness and generate funds for the club’s foundation.

Technology partner IBM helped the AELTC deliver a digital experience to help Wimbledon fans bereft at the Covid-enforced cancellation of the 2020 tournament.

October/November 2019 saw adidas and Juventus launch the club’s fourth kit via a fashion-meets-football campaign in partnership with Palace Skateboard.

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

With Covid-19 still raging in July 2020, Puma & AC Milan used an Instagram-led campaign – celebrating Milan’s contemporary design culture and architecture – to launch the 2020-21 home kit.

In April 2019, as Mallorca pushed for promotion back to Spain’s top tier, long-time official beer partner Estrella Damm launched a PR, OOH and social campaign to support the side through the season climax.

Europe 2020 Activation Casebook – Read Now The Europe Activation Casebook is a round up of the best and most innovative sponsorship activation campaigns from Europe in the past 12 months.

Napoli and Kappa promoted the club’s 2019-20 home jersey through a campaign creatively themed around the kit’s pixelated design that spanned street graffiti, PR, a launch event, live in-store signings and social media content.

In late June 2020, Bologna sponsor Trenitalia marked the end of Italy’s strict coronavirus lockdown with a campaign linking the restart of its ‘Frecciarossa’ high speed train services and the restart of Serie A.

With Wimbledon 2020 cancelled due to Covid-19, Official Water Evian rewarded UK heroes fighting the pandemic with a ticket/experience giveaway for the 2021 tournament.

Genoa promoted its partnership with the Gaslini Children’s Hospital by gifting all newborns in 2020 a free baby-sized team shirt.