Beer

After 12 clubs tried and failed to breakaway from Uefa and form a European ‘super league’ in April 2021, Heineken used its Uefa Champions League rights for a low-latency social campaign echoing fan outrage with a touch of humour.

In June 2021, as the playoffs entered their second round, the official NHL beer in Canada activated with limited edition batch of beer that had been poured through the Stanley Cup itself.

Running May through July 2021, Bud Light’s activation played on the tradition of players not shaving while in the playoffs.

When the Brazilian Série A returned after its 2020 pandemic shutdown, beer sponsor Brahma connected supporters to their teams through a nationwide online ordering and delivery initiative.

At the height of the pandemic in Mexico, with live sports shut down across the country, beer brand Corona created a ‘best of’ match between Mexico's biggest soccer rivals.

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.