Global

To celebrate what would have been Bob Paisley’s 100th birthday year, Standard Chartered updated its Stand Red campaign for 2019-20 by using modern tech to connect fans with the legendary manager.

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.

Through 2018-19 and 2019-20, Swiss engineering brand ABB activated its Formula E title sponsorship through an international programme of local race-relevant digital, social content, at-race events, entertainment and experiences for local B2B targets.

Chinese smartphone brand Oppo’s campaign around the 2020 French Open spanned online and on-site initiatives to promote the 5G Find X2 Pro handset, primarily targeting young adults.

On the weekend that would have hosted the cancelled 2020 Open, Mastercard took presenting partner rights to the final of the R&A’s ‘e-Open’.

The pandemic forced Uefa Europe League partner Kia Motors to pivot its 2019-20 season marketing programme from in-person initiatives to online experiences.

Crypto trading platform StormGain leveraged its Newcastle United sleeve sponsorship in spring/summer 2020 with a video Q&A series featuring the Premier League club’s biggest stars.

For the 2020 Champions League’s return in August, Uefa partner Mastercard created a best practice example of how sponsors could switch physical experiences for virtual activations amid the pandemic.

For the final stages of the 2020 Uefa Champions League, with matches played behind closed doors after the tournament’s pandemic-enforced shutdown, Hotels.com activated around the idea of watching the match from somewhere special.

In the second half of 2019, WTA official global partner SAP ran an activation showcasing how its technology supports the game via a virtual tennis presentation with animated infographics.

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.

For the delayed 2020 US Open, long-time sponsor Rolex activated through a testimony-led campaign centred on its 40-year relationship with the tournament.

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

Deloitte’s activation around the 2020 US Open involved designing an augmented reality app experience for golf fans unable to attend the event due to coronavirus restrictions.

Launched to leverage the restart of the Uefa Champions League in 2020, Manchester City official technology partner Cisco rolled out a campaign promoting its Webex video conferencing brand.

The End of Football was a short disaster movie by which Xylem leveraged its Manchester City partnership to educate football fans about the water challenges facing our planet.

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.