Food & Drink

In Q3 2021, All Blacks beer partner Steinlager targeted young Kiwis by offering them the chance to wear their country’s shirt in a live-streamed ‘match’ inside the Rugby Challenge video game.

Cadbury’s umbrella 2020-21 initiative leveraged its 20 individual UK football club partnerships through a programme of over 100 activations aimed at reinforcing its positioning as part of country’s cultural fabric.

In April 2021, Bud Light collated assets from its US sport and music sponsorship portfolio to fuel a huge $10m ‘stimulus package’ campaign based around giving away 100,000 sports tickets, concert seats and 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.

The soft drinks giant built a six-week immersive experience campaign around The Weeknd’s performance at Super Bowl LIV’s ‘Pepsi Halftime Show’ in February 2021.

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.

US craft vodka brand Tito’s Handmade Vodka has made golf the focus of its year-round marketing activity by taking the official vodka role with the PGA Tour.

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 August 2020, with the pandemic forcing fans watching the new season from home, Premier League partner Coca-Cola launched a campaign aimed at making the soft drink part of the at-home matchday routine.

In September 2020, the Mondelez-owned chocolate business leveraged its MUFC rights to bring some of its employees to Old Trafford as the culmination of an internal staff reward programme.

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.