Soft Drinks
Super Bowl LV Halftime Show – PepsiCo & the NFL
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.
Make Your Home the Home End – Coca-Cola & the Premier League
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.
Rollin With Juju – Pepsi & the NFL/Pittsburgh Steelers
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.
Your Logo Here – AmBev & the Brazilian Football Federation
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.
Joel is Not Happy – Mountain Dew & the NBA
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.
Opening Ceremony – Pepsi & Uefa
At the 2018-19 Uefa Champions League final, Pepsi leveraged its rights as presenting partner of the Opening Ceremony through a campaign centred on a concert by Imagine Dragons.
#ChallengeAccepted – Royal Challenge & Royal Challengers Bangalore
Leveraging its rights as the title sponsor of IPL franchise Royal Challengers Bangalore, Royal Challenge’s 2019 IPL campaign challenged gender stereotypes in cricket.
Stock Up/12th Man/Powerade Launch – Coca-Cola & the ICC
Coca-Cola India leveraged its 2019 ICC Cricket World Cup sponsorship in the Indian market with a 100-day, multi-phase activation programme.
Trophy Tour 2019 – Coca-Cola & the Premier League
The Coca-Cola Premier League Trophy Tour of UK & Ireland, which ran through March and April 2019, visited major football centres to give fans unique, shareable experiences.
Where Everyone Plays – Coca-Cola & the Premier League
In February and August 2019, the multi-channel, multi-phase activation sought to launch Coca-Cola’s re-entry to the UK football space.
NCAA Men’s Final Four Sponsorship – Coca-Cola & the National Collegiate Athletic Association
Coca-Cola’s NCAA Final Four sponsorship laid the groundwork for the launch of Coca-Cola Orange Vanilla, spreading awareness of the product in host city Minneapolis and the wider US.
Sponsors sign on for World Urban Games’ debut
Organisers of the inaugural edition of multi-sport competition the World Urban Games have signed sponsorship deals for the forthcoming event with telco Magyar Telekom, car sharing service MOL Limo, automotive…
EXCLUSIVE: Monster Energy signs with Spurs in football club first
Premier League club Tottenham Hotspur has signed a partnership agreement with energy drink brand Monster Energy, SportBusiness Sponsorship can reveal
Haas, Rich Energy end title sponsorship deal
US Formula One motor-racing team Haas has today (Monday) announced that its title sponsorship deal with British energy drinks brand Rich Energy has been terminated with immediate effect
Coca-Cola extends Uefa deal with Euro 2020 sponsorship
Soft drinks manufacturer Coca-Cola has today been announced as an Official Sponsor of the 2020 Uefa European Championships
Pepsi renews NFL Super Bowl halftime sponsorship until 2022
Soft drinks brand Pepsi has renewed its sponsorship of the Super Bowl halftime show until 2022 as part of a wider extension of its partnership with the National Football League
Coca-Cola retains Hoffenheim in Bundesliga portfolio
Soft drinks manufacturer Coca-Cola has extended its partnership with TSG Hoffenheim - the company’s second new deal with a German Bundesliga football club in the space of a week.
Coca-Cola extends backing of Paderborn
Newly-promoted German Bundesliga football club SC Paderborn 07 has extended its partnership with soft drinks manufacturer Coca-Cola