Beer

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.

Bud Light launched a campaign heralding the start of the MLB’s Covid-19-truncated season based around a reworking of the classic song ‘Take Me Out to The Ball Game’.

When a fan watching the 2019 World Series chose to be struck by a baseball rather than spill his beers, Bud Light sprang into action with a quick turnaround activation spanning online, offline and traditional paid advertising.

November 2019 saw Budweiser celebrate the extension of its NBA official beer partnership with a responsible drinking campaign fronted by LA Lakers star Danny Green.

Launched on 29 June to celebrate Liverpool's first Premier League title in 30 years, in Malaysia the club’s long-time beer sponsor Carlsberg marked the victory with a ‘Virtual Champions Keg’, redeemable via smartphone.

Stella Artois activated its rights as official beer of the 2020 Australian Open with creative in which a team of artists produced works linked to each day’s action.