Beer
Colour Yourself Loyal/Black Laundry – Steinlager & New Zealand Rugby
During the opening weekend of the 2019 Rugby World Cup, Steinlager leveraged its partnership with the All Blacks via ‘Black Laundry’, an experiential activation backed by an integrated marketing campaign.
Future Official… – Budweiser & the National Women’s Soccer League
In October 2019, Budweiser leveraged its NWSL sponsorship through a Megan Rapinoe- fronted campaign that aimed to solicit new sponsors for the US women’s professional league.
Project 42 – Budweiser & MLB
Budweiser activated at the start of the 2019 MLB season with an inspirational, multi-platform tribute to Jackie Robinson.
All Red – Carlsberg & Liverpool FC
Long-time club sponsor Carlsberg celebrated the May 2019 anniversary of Liverpool going ‘all-red’ with a limited edition red-label red barley beer.
72 Hours – Heineken & Formula One
For the 2018 Formula One season, Heineken activated its rights through a four-city media/influencer PR programme linking host city underground culture to F1 lifestyles.
Share the Drama, Share the Trophy – Heineken & Uefa
Heineken’s 2017-18 Champions League activation used immersive and experiential content to inspire influencers, fans and media to engage with the drama of the competition.
The Hacking Jersey – Cristal & the Peruvian Football Federation
Around Peru’s World Cup 2018 away play-off match against New Zealand, national-team sponsor Cristal ‘hacked’ the opposition team’s shirt so the stadium in Wellington appeared full of away support.
Heineken shows Uefa commitment with club and national team double
Dutch beer company Heineken has acquired the rights to Uefa’s three club competitions in the next cycle and global rights to next summer’s Euro 2020.
This Bud’s for 3 (Dwyane Wade’s Last Swap) – Budweiser & the NBPA
NBA sponsor Budweiser partnered with the National Basketball Players Association on an initiative commemorating the retirement of 13-time NBA All-Star Dwyane Wade.
Victory Fridge – Bud Light & the Cleveland Browns
At the start of the 2018-19 NFL season, the Cleveland Browns had gone 635 days without a win, so Bud Light created free beer ‘Victory Fridges’ that would unlock the moment the team broke its losing streak.
Fair Play (Genoese Derby) – Peroni & Genoa/Sampdoria
'Fair Play’ was a 2019 campaign from Birra Peroni, the official beer of city rivals UC Sampdoria and Genoa CFC, which incentivised rival fans to hug one another by offering free beer for those participating.
Official Beer of the 2018 Fifa World Cup – Budweiser & Fifa
Budweiser’s activation of the 2018 Fifa World Cup spanned four weeks of the tournament and captured attention from every major global market – making Budweiser the most talked about brand during the event.
Arsenal launches regional beer partnership with Ganzberg in Cambodia
Beer brand Ganzberg has signed as the Official Beer Partner of Premier League club Arsenal in Cambodia
Freiburg renews with long-term beer partner Rothaus
German Bundesliga football club SC Freiburg has extended its partnership with the Rothaus brewery
Beer brand Ambar agrees joint deal with La Vuelta and Ceratizit women’s race
Beer brand Ambar has agreed a deal to become the official beer of Spanish cycling race La Vuelta, as well as the women’s race, the Ceratizit Madrid Challenge.
Marston’s retains beer partnership with Lord’s
Marston’s Beer Company has agreed a five-year extension to its sponsorship and supply partnership with Marylebone Cricket Club, the owners of Lord’s Cricket Ground.
DFB to start 2019-20 season without beer partner
The German Football Association (DFB), the governing body in charge of Germany’s national football teams and domestic cup competitions, will start the 2019-20 season without a beer sponsor.
Heineken extends long-term backing of KNVB
The Royal Netherlands Football Association (KNVB) has extended its long-running partnership with Dutch brewing company Heineken