Retail
Thank You Basketball – Foot Locker & the NBA
In July 2020, Foot Locker’s House of Hoops sub-brand debuted a short form video to welcome back the NBA and build affinity with hoops fans.
Canada Day Games – Hudson’s Bay Company & the Canadian Olympic Committee
When the Tokyo Olympics were postponed in March 2020, COC retail and apparel partner Hudson’s Bay Company pivoted its 2020 Olympic Collection activation into an integrated ‘Canada Day Games’ campaign.
Call Your Shot ’21 – CarMax & the WNBA
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.
The Big Picture – Rakuten & Barcelona
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.
Bus Tour – Woolworths & the AFL/Netball Australia/Cricket Australia/Surf Australia
Through 2019 and 2020, Woolworths leveraged its multiple Australian partnerships toward a bus tour activation promoting healthy eating among kids through community sport.
Thailand Smiles with You – King Power & Leicester FC
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.
Matchworn – Intersport & TSG Hoffenheim
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.
Call Your Shot – Carmax & the National Basketball Players Association
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 – Rakuten & the NBA
Rakuten House was a branded space erected in Chicago to leverage the ecommerce brand’s rights around the 2020 All-Star Weekend.
Legendary Journeys/Trophy Takeover – Enterprise Rent-A-Car & Uefa
Enterprise’s ‘Legendary Journeys’ ran throughout the 2018-19 Uefa Europa League, driving awareness via content by a trio of football ambassadors.
#StyleOfPlay – Littlewoods Ireland & the Gaelic Athletic Association
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.
Sixers & Dogs – Nature’s Gift & the Sydney Sixers
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.
Pros Behind the Pros – Beko & FC Barcelona
In autumn 2019, Beko rolled out an online video series that continued its strategy of using the Barcelona sponsorship to promote healthy lifestyles.
Goals Beyond the Game – Rakuten & FC Barcelona
The 2018 ‘Goals Beyond the Game’ campaign showcased Rakuten and Barcelona’s shared support for the United Nation’s Social Development Goals.
Airbnb deal falls short of $500m mark, brings wider benefits for IOC
Airbnb made cash and value-in-kind commitments in its recently signed global partnership with the International Olympic Committee.
Kit Launch Platform – Fanatics, Luke 1977 & Aston Villa
Isobar and Aston Villa developed an immersive digital platform specifically to launch the club's 2018-19 kits.
‘Makers Wanted’ title sponsorship – Elk Grove Village & the Bahamas Bowl
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.
Spar renews backing of Swiss Handball Federation
Food retail store chain Spar has renewed its presenting partnership with the Swiss Handball Federation (SHV)