Through 2019 and 2020, Volkswagen leveraged its football partnerships – led by its official mobility partnership with the Deutscher Fußball-Bund (DFB) – through a centralised European content hub called ‘We Drive Football’.
In summer 2016, for Under Armour’s first St. Pauli kit, supplier and club worked with agency Nordpol on a campaign that spanned social, PR and at-stadium strands and was led by an online film focused on a redesigned players tunnel.
Bochum and Nike’s campaign promoting the club's 2020-21 jersey led to tripling the previous season’s shirt sales and generating record revenue even without fans in the stadium or the physical club shop.
Bike manufacturer Specialized announced its official partnership with Bundesliga club RB Leipzig in August 2020 with an integrated campaign that spanned online video, player and product image assets, social content, PR and in-stadium branding.
As part of Bundesliga champions Bayern Munich’s 120th anniversary celebration in February 2020, the club invited fans to vote for the most emotional moment in its history through an initiative run in harness with new partner Google.
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