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Lambeau Leap Day – Bose & the NFL/Green Bay Packers
On February 29th, 2020, Bose teamed up with NFL franchise the Green Bay Packers and quarterback Aaron Rodgers to offer 29 fans to attempt their own version of the famous ‘Lambeau Leap’ celebration.
Marathon City – Tata Consultancy Services & the New York Road Runners
Given the limited capacity of the New York Marathon, title sponsor Tata Consultancy Services activated its rights in 2018 and 2019 with a 3D game letting visitors to the Marathon Expo compete over the marathon’s final 100m.
Data Snapshot: MLB 2020
Major League Baseball’s domestic portfolio was worth between $421m (€350m) and $554m in its 2020 season, across a total of 41 deals.
Swing – Grant Thornton & the PGA Tour/The Players Championship
Grant Thornton leveraged its rights at the 2020 Players Championship with a Rickie Fowler-fronted ad campaign.
Data Snapshot: Golf 2020
Central sponsors of the PGA Tour and the four golf majors – The Masters, Open Championship, PGA Championship and US Open – aggregated a sponsorship spend of $451m (€384m) in 2020.
The Match II – Cisco & Turner Sports
In May 2020, Cisco stepped in as a ‘content integration’ partner of ‘The Match: Champions for Charity’, the blockbuster live golf matchplay event featuring Tiger Woods, Phil Mickelson, Tom Brady, and Peyton Manning.
Official Timekeeper – Rolex & the US Golf Association
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.
5G Stadium Experience – Verizon & NFL
At 2020’s Super Bowl LIV in Miami, NFL telecoms partner Verizon showcased the capability of 5G with an immersive experience.
Data Snapshot: Tennis 2020
The sponsorships of the four tennis Grand Slams – plus the ATP and WTA Tours – had a combined contract value of approximately $367m in 2020.
Talkin’ Hockey – Dunkin’ Donuts & the NHL
In January 2020, Dunkin’ Donuts launched a player-fronted campaign around the NHL Winter Classic to promote its Cold Brew Coffee.
Hockey Tape (Shot on iPhone) – Apple & the NHL
Late July 2020 saw NHL partner Apple mark the return of hockey after its pandemic shutdown with a campaign called ‘Hockey Tape’, part of its ongoing ‘Shot On iPhone’ marketing platform.
Courtyard Super Bowl Sleepover – Marriott & the NFL
For the 2019-20 NFL season, hotel partner Courtyard by Marriot’s season-long activation programme climaxed with the fifth iteration of its ‘Super Bowl Sleepover’ contest.
Call Your Shot – Carmax & the National Basketball Players Association
To promote its new personalised delivery service, US used car retailer CarMax penned a partnership with the NBPA for an autumn/winter campaign led by a series of TV ads, social spots and surprise stunts.
U.S. Open AR – Deloitte & the United States Golf Association
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.
Typical American – Budweiser & the NFL
Budweiser’s 2020 Super Bowl campaign was a patriotic, 60-second commercial driving home the message that the American spirit is still alive and thriving.
Joel is Not Happy – Mountain Dew & the NBA
This mobile first, GIF-led campaign leveraged the 2020 All-Star Weekend through a collection of Joel Embiid GIFs and encouraged fans to celebrate the three-day event via Giphy.
Rakuten House – Rakuten & the NBA
Rakuten House was a branded space erected in Chicago to leverage the ecommerce brand’s rights around the 2020 All-Star Weekend.
Racing for the Future/Pioneers – ABB & Formula E
Through the 2019 season, AAB activated its rights as the title partner of the Formula E racing series through a short-form content series based on solving contemporary urban challenges.
My Old Kentucky Home – Woodford Reserve & Churchill Downs Incorporated
Filmed at an empty Churchill Downs racecourse, Woodford Reserve’s ‘My Old Kentucky Home’ spot was an homage to the delayed 2020 Kentucky Derby.
Laundry Night – Tide & NFL
P&G detergent brand Tide used the start of the 2019 NFL – and its NBC media partnership – to kickstart a national debate about the best night to do laundry.
RBC Team Golf – Royal Bank of Canada & Golf Canada/PGA Tour
Longstanding Canadian golf sponsor RBC hit new marketing heights in 2019 with a season-long, multi-channel activation programme leveraging its two PGA Tour title sponsorships and its team of ambassadors.
Mount Olympus – Nike & the NBA
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.
UltraShot – Michelob Ultra & PGA of America
To drive awareness ahead of the May 2019 PGA Championship, PGA Tour partner Michelob Ultra teamed up with ambassador Brooks Koepka for a trick shot stunt on New York City’s Hudson River.
Take Me Out & #BudLightHomers – Bud Light & MLB
Bud Light launched a campaign heralding the start of the MLB’s Covid-19-truncated season based around a reworking of the classic song ‘Take Me Out to The Ball Game’.