Retail

Mid-2021, Women’s National Basketball Association sponsor CarMax ran a series of ads marking the league’s 25th anniversary – featuring basketball star Sue Bird – that went viral and drove attention around the issue of gender bias in sports.

With the 2020-21 La Liga season was played behind closed doors, Barcelona shirt sponsor Rakuten engaged fans by asking them to submit images to a photomosaic displayed at the entrance of the Camp Nou.

Through 2019 and 2020, Woolworths leveraged its multiple Australian partnerships toward a bus tour activation promoting healthy eating among kids through community sport.

After Covid-19 brought global travel to a standstill in 2020, Thai travel retailer King Power showed its support for Thai tourism by leveraging its Leicester City jersey sponsorship.

In early 2019, retailer Intersport activated its partnership with Bundesliga side Hoffenheim through an initiative that auctioned player-worn kit to raise funds for children’s charity SOS-Kinderdorf.

To promote its new personalised delivery service, US used car retailer CarMax penned a partnership with the NBPA for an autumn/winter campaign led by a series of TV ads, social spots and surprise stunts.

Rakuten House was a branded space erected in Chicago to leverage the ecommerce brand’s rights around the 2020 All-Star Weekend.

Enterprise’s ‘Legendary Journeys’ ran throughout the 2018-19 Uefa Europa League, driving awareness via content by a trio of football ambassadors.

In summer 2019, online retailer Littlewoods Ireland activated its GAA rights with a three-phase social media activation built around celebrating individual styles with a collective love for hurling.

During the 2018-19 Big Bash, dog food brand Nature’s Gift leveraged its rights as an official partner of the Sydney Sixers via a three-stage activation linking dogs and cricket.

In autumn 2019, Beko rolled out an online video series that continued its strategy of using the Barcelona sponsorship to promote healthy lifestyles.

The 2018 ‘Goals Beyond the Game’ campaign showcased Rakuten and Barcelona’s shared support for the United Nation’s Social Development Goals.

Airbnb made cash and value-in-kind commitments in its recently signed global partnership with the International Olympic Committee.

Isobar and Aston Villa developed an immersive digital platform specifically to launch the club's 2018-19 kits.

Illinois’ Elk Grove Village, the largest industrial park in the US, used its title sponsorship of the Bahamas Bowl college football game to bring in new business.

Food retail store chain Spar has renewed its presenting partnership with the Swiss Handball Federation (SHV)