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.
Ria Money Transfer tasked agency Sra Rushmore to create a celebratory activation in February 2021 telling the story of legendary Madrid hairdresser Wizarchy, whose journey from the Dominican Republic to Spain reinforces the values of everyday hard work and perseverance.
Forex broker FBS activated its FC Barcelona rights in early 2020 via a series of campaigns and promotions that aimed to reinforce the brand’s leadership position, drive global growth and boost business in emerging markets.
After partnering with Spurs for the 2020-21 season, forex trading platform Libertex launched the tie-up with a digital-first activation offering club-related experiences and merchandise.
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.
Running through the post-lockdown restart of the 2019-20 Premier League season, Spurs primary partner AIA pivoted its fan engagement activities to a 360° virtual stadium experience.
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.
UnionPay International used a three-phase campaign around the 2019 ICC competition to boost sales among Singaporean football fans
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.
Ahead of the January 2021 #SkrillDay game against Juventus, AC Milan payment partner Skrill promoted its services via a week-long, incentivised TikTok hashtag challenge.
The Association of Mutual Funds in India leveraged its associate partner status of the 2020 IPL to drive investment in mutual funds through a cricket commentary style campaign on audio streaming services and social media.
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.