In January 2021, Audi leveraged its partnership with Real Madrid CF to bring to life its new ‘Future Is An Attitude’ global brand platform to the next generation and promote its new e-Tron Sportback to forward-looking young adults via a digital-first, video-led campaign called ‘The Future Needs New Idols’ which aimed to inspire change, encourage youngsters to be themselves and strive for a better future.
In April 2021, Audi Spain launched a local market strand of the auto brand’s new global ‘Future Is An Attitude’ brand platform by leveraging its partnership with Real Madrid CF to roll out a YouTube video series called ‘Let’s Dream About The Future’ which saw four current players interviewed about their hopes for the future and their understanding of the term ‘progress’.
Running from December 2020 to May 2021, Sevilla FC sleeve sponsor Valvoline activated its partnership during the pandemic through a bespoke digital football content platform launched through a six-part, player-fronted ‘Loyalty FC’ video series which aimed to highlight brand/club synergies and drive home value-based messages.
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.
Around the 2021 Bathurst 1000 race – among the biggest motorsport events in Australia – the Supercars title sponsor activated with a campaign that ‘took over’ the TV ads of some of the most familiar Aussie brands.
In October 2021, Chelsea official tyre partner Yokohama teamed up with 90min to showcase the brand’s fun side with a prank-style viral featuring Timo Werner, Mason Mount and Jorginho.
Honda fought off strong competition in the tender to find a new England Rugby automotive sponsor, SportBusiness understands
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.
With mascots excluded from stadia after the Premier League's restart in June 2020, Spurs mascot sponsor Kumho Tire pivoted to develop a virtual junior mascots program.
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.
In July 2019, Bridgestone Australia rolled out a local market phase of the company’s global ‘Chase Your Dreams’ Olympic activation platform, in the form of a CSR-driven, basketball-focused, community court refurbishment project.
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.