Food & Drink

American Football
Soft Drinks

In September 2020, Pepsi activated its NFL partnership with a team-focused strand of its league-wide ‘Made for Watching Football’ activation that offered Steelers fans alternative engagement opportunities at a time of limited access to Heinz Field.
Motorsport
Beer

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.
Ice Hockey
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’.
Football
Confectionery

To kick-off its new Manchester United partnership in February 2020, Mondelēz International brand Cadbury launched a second wave of its ongoing ‘Donate Your Words’ campaign.
Basketball
Beer

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.
Football
Beer

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.
Multi-sport
Packaged Foods & Meats

Nissin Foods, the official Noodle partner of Tokyo 2020, ran an early 2020 regional television and social campaign that aimed to break down the perceived Games-related divide between host city Tokyo and the rest of the country.
Rugby League
Agricultural Produce

In 2018 and 2019, Sydney Roosters shirt sponsor Steggles ran two versions of an activation that saw men’s team players replace the poultry brand’s logo with the names of women.
Cricket
Beer

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.
Women's Football
Soft Drinks

AB InBev subsidiary Ambev promoted its Guaraná Antarctica drink in Brazil via an April 2019 campaign leveraging its sponsorship of the Brazilian women’s football team.
Ice Hockey
Packaged Foods & Meats

Kraft’s Hockeyville is an annual search for the most passionate hockey community, with the winners hosting an NHL pre-season game and getting $150,000 in local rink upgrades.
Football
Beer

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.
Football
Beer

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.
American Football
Beer

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.
Basketball
Soft Drinks

This mobile first, GIF-led campaign leveraged the 2020 All-Star Weekend through a collection of Joel Embiid GIFs and encouraged fans to celebrate the three-day event via Giphy.
Football
Beer

Amstel celebrated Valencia’s 2019 centenary by recreating the bar where the club’s five founders started the team back in 1919.
Horse Racing
Spirits

Filmed at an empty Churchill Downs racecourse, Woodford Reserve’s ‘My Old Kentucky Home’ spot was an homage to the delayed 2020 Kentucky Derby.
Football
Beer

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.