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Electric Ireland’s ‘Game Changers’ women’s grassroots initiative with the Irish Football Association (IFA) in Northern Ireland was a three-year, always on, multi-channel programme with linked advertising campaig…

In the 2019-20 season, IBM’s ‘Raise Their Game’ partnership with semi-pro Leatherhead FC sought to demonstrate that its Watson AI technology could improve any team’s performance.

In the first two years of its Six Nations title sponsorship, 2019 and 2020, Guinness targeted both committed and casual fans with multi-faceted activation focused on the humanity and friendship of rugby.

Budweiser supported the England Lionesses’ bid to win the 2019 Women’s World Cup with a rallying-cry campaign inspired by Queen Elizabeth I’s speech prior to the defeat of the Spanish Armada.

Running September through November 2019, O2’s activation of its England Rugby partnership around the 2019 Rugby World Cup spanned television, OOH, social, in-store, in-stadium, event experiences and screenings.

Reale Seguros celebrated the 2018 renewal of its Real Sociedad partnership with a season-long hot dog giveaway featuring the world’s first club-branded ketchup.

Dove Men+Care used its rights in deals with the British and Irish rugby unions to create a combined campaign that ran from the 2019 Rugby World Cup to the 2020 Six Nations.

Confectionery brand Cadbury’s three-year Premier League partnership was underpinned by its Cadbury FC ambassador-focused programme which saw a stable of football legends add heft to a range of campaigns.

Hyundai leveraged its Atlético Madrid sponsorship and reinforced its support for women's football in November/December 2019 with an emotional multi-media campaign.

Leveraging its 2019 Six Nations title rights, Guinness launched a responsible drinking campaign  that encouraged drinking more water through the launch of a new product, ‘Guinness Clear’.

The Coca-Cola Premier League Trophy Tour of UK & Ireland, which ran through March and April 2019, visited major football centres to give fans unique, shareable experiences.

Through the 2018-19 season, Dutch optician Hans Anders played on the Eredivisie’s introduction of VAR with a pitchside billboard activation at PSV Eindhoven.

PSG teamed up with its sponsors and suppliers to raise funds for Parisian medical workers during the height of the Covid-19 pandemic.

Commerzbank activated its German women’s national team rights with deliberately provocative creative around the women’s world cup from May to July 2019.

Running from March 2018 to May 2019, Drive for More leveraged Yokohama’s Chelsea shirt sponsorship to convert consumers at the point of sale.

In February and August 2019, the multi-channel, multi-phase activation sought to launch Coca-Cola’s re-entry to the UK football space.

A tongue-in-cheek activation from FC Köln’s official insurance partner, the selfie scarf allowed fans to support the promotion-chasing team in person and online simultaneously.

The stand-out activation in Malaysia Airlines' three-season partnership with Liverpool was a spring 2018 contest that incentivised fans to create and share their unique Liverpool cheers.

Bookmaker M88 activated its 2018-19 Bournemouth shirt sponsorship with initiatives spanning fan promotions, live events and a comic video series aimed at fans and customers in Asia.