When South African football restarted in autumn 2020, the Nedbank Cup title sponsor used the competition’s return as a national moment of hope, celebration and commitment.
Uefa Champions League partner Santander activated its rights in the UK through a virtual campaign from March through December 2020 aimed at helping teach children numeracy from home during Covid-19.
Mid-pandemic, in July 2020, Bank of America shifted its MLB activation from awareness to focus on a social good campaign supporting Boys & Girls Clubs of America.
In May 2020, Canadian broadcasters Sportsnet and TVA Sports aired ‘Hockey 24’, a branded documentary by Canadian bank and ice hockey sponsor Scotiabank that continued the trend toward brand-funded features.
Leveraging the team’s 2019 new jersey launch, BMO – primary sponsor of the MLS club then known as Montreal Impact – exchanged fans’ old jerseys for new ones and transformed the second-hand ones into nets for youth soccer programs in Quebec.
As Australia made its way to the final of the ICC Women’s T20 World Cup 2020, the team’s primary partner Commonwealth Bank reworked the famous “C'mon Aussie, C'mon” cricket anthem.
CTBC Bank leveraged its title sponsorship of the 2019 WBSC Premier 12 through a short film-led campaign that aimed to unite the country’s support for the national team and boost brand sentiment.
St. George Footy Grants – St. George Bank & the St. George Illawarra Dragons/Queensland Reds/ Greater Western Sydney Giants
For the second year of its community sport investment campaign, in 2020, Australian bank St. George’s went bigger to help grassroots clubs suffering amid Covid-19.
In 2020, National Australia Bank activated its title partnership of the AFL’s official boys and girls league throughout the usual March to September season even as pandemic brought play to a halt.
To celebrate what would have been Bob Paisley’s 100th birthday year, Standard Chartered updated its Stand Red campaign for 2019-20 by using modern tech to connect fans with the legendary manager.
To boost New Zealand’s small business economy after the pandemic shutdown of 2020, ASB Bank leveraged its partnerships with New Zealand Rugby and Eden Park Stadium with an SME-focused activation.
JP Morgan Chase pivoted to digital for its 2020 US Open activation programme, which ran between August and September 2020 and spanned an online hub, a card members’ digital lounge, invite-only interviews and Q&A, a daily livestream show, a social sweepstake, a virtual concert and even a cooking series.
AFL’s NAB-sponsored children’s participation drive pivoted to the virtual in 2020, with a series of player-fronted skill spots helping young Auskickers stay connected to the program while their local competitions were on hold.
In April 2020, eleven Spanish football clubs joined sponsor CaixaBank’s cause campaign, supporting food banks to meet the rising need during the Covid-19 lockdown crisis.