Through 2020 and 2021, running up to the 36th America’s Cup, Toyota leveraged its long-running partnership with the Kiwi sailing squad to reach its two target audiences in NZ.
Leveraging the October 2020 cup match between two teams its sponsors – Bayern Munich and fifth-tier side 1. FC Düren – MAN exploited media interest in the underdog by giving the club a state-of-the-art coach with bespoke branding.
In 2020, Hyundai Canada introduced a fresh strand in its ongoing ‘Made for Those Who Drive Hockey’ platform when it teamed up with special needs ice hockey club Ottawa Bandits to connect with Canadian families on a more emotional level.
In summer 2020, auto brand Cupra launched a global campaign to promote the launch of its new Formentor model, fronted by Barcelona goalkeeper Marc-André ter Stegen.
In December 2020, primary partner Honda leveraged its Vietnam Football Federation rights through a TV, digital and social campaign pushing the idea that every goal the side scored was a result of the shared dreams of the entire country.
In 2019, Audi leveraged its partnership with AFL club Hawthorn Hawks through a player ‘fast lap experience’ aimed at driving Audi Sport consumer test drive bookings.
Through 2019 and 2020, Volkswagen leveraged its football partnerships – led by its official mobility partnership with the Deutscher Fußball-Bund (DFB) – through a centralised European content hub called ‘We Drive Football’.
Suzuki’s 2018-19 activation of its Torino shirt front deal was inspired by the increasing popularity of dating apps.
The pandemic forced Uefa Europe League partner Kia Motors to pivot its 2019-20 season marketing programme from in-person initiatives to online experiences.
In January 2020, Real Madrid sponsor Audi celebrated the team’s Spanish Super Cup victory with a digital campaign presenting the players as superheroes and promoting the new Audi R8 Decennium.
Jumping off the idea that the Barca team is out of this world, Audi leveraged its sponsorship to launch its new Audi e-tron in April 2019 via an alien-themed campaign spanning TV, print and social media.
In April 2019, Hyundai’s launch campaign for its new N range leveraged its Atlético sponsorship to emphasise the vehicles’ sporty characteristics.
In March 2020, Manchester City automotive partner Nissan promoted its LEAF electric vehicle via a social video series built around manager Pep Guardiola’s personal passion for the car.
To promote the non-skid technology in its EcoSport SUV, Ford leveraged its sponsorship of Brazilian top-tier basketball by removing the sounds of sneakers squeaking on the court.
Through the 2018-19 rugby season, the Welsh Rugby Union’s principal partner ran a program to drive brand awareness and boost consideration of the D-Max vehicle.
To drive awareness of the brand and promote its new GV80 SUV, premium auto maker Genesis activated at Super Bowl 2020 with a campaign starring John Legend and Chrissy Teigen.
Land Rover's title sponsorship of the 2019 Kentucky Three-Day Event was activated with a programme that spanned content creation, media support, competitions and a range of on-site experiences and hospitality spaces for all ages – and their pets.