Global 2020 Activation Casebook

The fourth of our 2020 Activation Casebook series

The Global Activation Casebook is a round up of the best and most innovative sponsorship activation campaigns Globally in the past 12 months.

25 CASE STUDIES SHOWCASING SPORTS SPONSORSHIP ACTIVATION BEST PRACTICE GLOBALLY

EACH CASE STUDY profiles an activation produced by a brand and a rights-holder

It then explains its objectives, the practical elements of the activation and reports the outcomes.

These case studies feature the most innovative activations created by major brands for Global audiences

From the likes of: adidas, Budweiser, Paddy Power and more.
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The Case Studies

At 2020’s Super Bowl LIV in Miami, NFL telecoms partner Verizon showcased the capability of 5G with an immersive experience.

With Covid-19 still raging in July 2020, Puma & AC Milan used an Instagram-led campaign – celebrating Milan’s contemporary design culture and architecture – to launch the 2020-21 home kit.

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.

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.

In March 2019, Castle Lager leveraged its trio of South African national team sponsorships with a campaign revolving around a blended national team jersey, with live events, experiences, TV and social content and on-pack work.

Villarreal CF and technical partner Joma’s July 2020 triple kit launch campaign leveraged lockdown social media creative trends and focused on digital assets to drive online sales.

Targeting young football fans, Sony Playstation tied the Champions League to football gaming via a campaign that culminated with ‘The PlayStation FC Final’, a match in the same stadium as the 2019-20 fin…
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Taking over as kit supplier in 2020-21, adidas brought Leeds United into its pandemic-influenced, global ‘Ready for Sport’ brand platform when unveiling the new kit in mid-August 2020.

Uefa partner Santander brought the excitement of the 2020 Champions League Final in Lisbon to the world through an enhanced edition of its ‘Santander Media House’

In October and November 2019, Hoffenheim naming rights partner PreZero ran an eco-focused activation around the club’s home game against Paderborn to deliver the first carbon-neutral Bundesliga match.

Grant Thornton leveraged its rights at the 2020 Players Championship with a Rickie Fowler-fronted ad campaign.

With Wimbledon 2020 cancelled due to Covid-19, Official Water Evian rewarded UK heroes fighting the pandemic with a ticket/experience giveaway for the 2021 tournament.

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’.

Technology partner IBM helped the AELTC deliver a digital experience to help Wimbledon fans bereft at the Covid-enforced cancellation of the 2020 tournament.

Michelob Ultra, the official beer of the NBA, leveraged its rights around the 2020 NBA season restart with a multi-channel campaign led by a Jimmy Butler singalong commercial

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

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 on 29 June to celebrate Liverpool's first Premier League title in 30 years, in Malaysia the club’s long-time beer sponsor Carlsberg marked the victory with a ‘Virtual Champions Keg’, redeemable via smartphone.

Should your activation be in our Casebooks?

Also available: The North America 2020 Activation Casebook

The North America Activation Casebook is a round up of the best and most innovative sponsorship activation campaigns from North America in the past 12 months.
This Casebook is the first in a series of four, selecting the best and most innovative activation campaigns in key markets.

Each case study takes an activation produced by a brand and a rights-holder. We then explain the objectives of the campaign, detail the practical elements of the activation and report the outcomes.

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Click here to download the PDF