Global

In July and August 2020, Everton and technical partner hummel rolled out ‘More Then Eleven’: a multiple kit launch campaign focused on equality, inclusivity and the strong bond between the club and its global fanbase.

After the pandemic forced the 2020 US Open to take place behind closed doors, USTA partner IBM conceived, created and executed a consumer and business-to-business virtual tournament experience in just three months.

To celebrate Liverpool winning the Premier League in 2019-20, beer partner Carlsberg launched a limited-edition commemorative ‘Champions Beer’ promoted through global and local campaigns in more than 30 markets.

Running from September 2020 to April 2021, ‘A World United’ was a fan engagement and data capture activation based around a virtual stadium and a monthly prize draw for participating supporters and employees.

With fans stuck at home during Covid-19 lockdowns of 2020, Midea ran a three-month social media engagement campaign that saw Man City players and legends encourage fans to take part in a series of at-home skills challenges.

Ahead of the January 2021 #SkrillDay game against Juventus, AC Milan payment partner Skrill promoted its services via a week-long, incentivised TikTok hashtag challenge.

In July 2020, as the pandemic curtailed live events, new Chelsea shirt sponsor Three worked with the club and its kit supplier Nike on an augmented reality kit launch campaign.

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.