Beer

On 12 August 2020, Heineken and Uefa livestreamed a global ‘Opening Party’ to celebrate the restart of the Champions League and Europa League after the pandemic-enforced hiatus.

In April 2020, the Minnesota Vikings and official beer partner Miller Lite responded to the pandemic by pivoting from a physical to a virtual livestream Draft Party.

For the behind-closed-doors 2020 British Grand Prix, F1 global beer partner Heineken promoted its 0.0% brand via an immersive activation for local health workers.

For the summer 2020 resumption of MLS, Heineken trailed its 0.0 no-alcohol beer by offering US soccer fans a ‘Stadium in a Box’ giveaway on Twitter.

Through the NBA’s delayed 2020 ‘bubble’ season, AB InBev brand Michelob Ultra teamed up with Microsoft to create an AI-driven virtual courtside fan experience.

In April 2020, the Bulls teamed up with long-time partner Budweiser for an online branded content series featuring former players talking about the team’s title winning 1990s years.

In February 2020, beer brand Busch leveraged its sponsorship of Kevin Harvick’s No 4 Stewart-Haas Racing car at the Daytona 500 through a real-time Twitter sweepstakes.

Running through the 2019-20 NHL hockey season, Budweiser promoted its new status as the official NHL beer in Canada through a campaign to recruit a passionate fan as its ‘Chief Hockey Officer’.

In Q1 2020, UT beer partner Corona leveraged its rights around the Texas Longhorns basketball team with a programme led by a pair of limited edition co-branded sneakers.

To celebrate Liverpool winning the Premier League in 2019-20, beer partner Carlsberg launched a limited-edition commemorative ‘Champions Beer’ promoted through global and local campaigns in more than 30 markets.

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.

In Colombia, Budweiser used its official partnerships with the Premier League and LaLiga to create a 2019 campaign based on famous goals from the two leagues.

In April 2019, as Mallorca pushed for promotion back to Spain’s top tier, long-time official beer partner Estrella Damm launched a PR, OOH and social campaign to support the side through the season climax.

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.

Amstel celebrated Valencia’s 2019 centenary by recreating the bar where the club’s five founders started the team back in 1919.

Cruzcampo – beer partner of both Sevillian teams, Real Betis and Sevilla FC – marked the April 2019 derby with an equivalent match between bartender fans of each club.

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.