Launched to drive awareness of Canadian coffee chain Tim Horton’s enhanced partnership with Hockey Canada, the campaign linked the brand to Canadian legend Wayne Gretzky.
In January and February 2019, Verizon leveraged its rights around the NFL Playoffs, Championship Games and Super Bowl via a multi-phase, multi-platform activation that honoured America’s first responders.
In 2018, T-Mobile US’s Metro by T-Mobile brand activated its UFC rights through a live 90-minute brand-owned social broadcast which set out to fill the pre-fight content void.
In October 2019, Budweiser leveraged its NWSL sponsorship through a Megan Rapinoe- fronted campaign that aimed to solicit new sponsors for the US women’s professional league.
Procter & Gamble deodorant brand Secret kicked off conversation about women in sport with a Super Bowl LIV ad spot involving US women’s soccer superstar Carli Lloyd.
Captain Morgan joined MLS as official rum and spirits partner in 2019, activating through a season-long campaign that spanned stadium signage, around-the-ground street teams and sampling, ticket giveaways, national television ads, OOH work and digital and social content.
In July 2019, Audi’s American arm launched a new multi-year youth initiative within its MLS activation programme called ‘Goals Drive Progress’.
Budweiser activated at the start of the 2019 MLB season with an inspirational, multi-platform tribute to Jackie Robinson.
In 2016-17, Delta leveraged its Chelsea partnership to refresh its in-flight safety video with an animated film featuring stars Willian, Gary Cahill and César Azpilicueta.
At the 2019 World Series, Taco Bell rolled out the seventh iteration of its ‘Steal a Base, Steal a Taco’ campaign with a strand allowing fans to gamble on which player would steal the crucial base.
At the start of the 2018-19 NHL season, employee at Edmonton-based auto service/retailer Fountain Tire painted themselves in Oilers blue-and-orange and used the images to let fans create cheers for social sharing.
At the 2019 NHL All-Star Game Fan Fair, SAP used an immersive VR experience to give ice hockey fans the experience of coaching in the NHL.
Around the 2019 Indy 500, Verizon leveraged its IndyCar assets to showcase its 5G Ultra-Wideband through a month-long campaign.
For the 2018 Formula One season, Heineken activated its rights through a four-city media/influencer PR programme linking host city underground culture to F1 lifestyles.
In the latest interactive data report SportBusiness Sponsorship analyses the sponsorship landscape in Major League Soccer (MLS)
The NBA teamed up with independent music distributor UnitedMasters to use the league’s 1.6bn fanbase as a source of new music discovery.
Make Believe Happen was a multi-channel, multi-phase campaign that ran the length of the 2018-19 NFL season, pushing Microsoft’s Surface products to a wide audience by showing how star player ambassadors use them in their personal lives.
NBA sponsor Budweiser partnered with the National Basketball Players Association on an initiative commemorating the retirement of 13-time NBA All-Star Dwyane Wade.