In February 2021, the NFL restricted the live stadium attendance for the Super Bowl, so Verizon sought to keep fans connected via a 5G experience mash-up inside the Fortnite battle royale game.
Last year, New Zealand telco 2degrees leveraged its sponsorships of the country’s Super Rugby clubs via a branded reality show that gave five Kiwis a second shot at playing professional rugby.
BT abruptly pivoted its activations to digital after the pandemic struck just a month after it launched a new, five-year ‘4-3-3’ Home Nations soccer sponsorship strategy in February 2020.
To promote its new title sponsorship of South Africa’s Netball League in 2019, Telkom set out to grow support, attendance and awareness through an event-based campaign.
At 2020’s Super Bowl LIV in Miami, NFL telecoms partner Verizon showcased the capability of 5G with an immersive experience.
Launched ahead of Ireland’s 2019 Guinness Six Nations defence and running through to the autumn Rugby World Cup in Japan, the multi-phase ‘Everyone In’ campaign was the latest iteration of Vodafone’s Ireland’s long running ‘Team of Us’ Irish rugby activation.
In the lead-up to the 2019 Rugby World Cup, the IRFU’s principal partner activated via a unique rugby ball that linked the fans at home to the players in Japan.
Running September through November 2019, O2’s activation of its England Rugby partnership around the 2019 Rugby World Cup spanned television, OOH, social, in-store, in-stadium, event experiences and screenings.
In January and February 2019, Verizon leveraged its rights around the NFL Playoffs, Championship Games and Super Bowl via a multi-phase, multi-platform activation that honoured America’s first responders.
In 2018, T-Mobile US’s Metro by T-Mobile brand activated its UFC rights through a live 90-minute brand-owned social broadcast which set out to fill the pre-fight content void.
Around the 2019 Indy 500, Verizon leveraged its IndyCar assets to showcase its 5G Ultra-Wideband through a month-long campaign.
Sony boosted the profile of its Xperia smartphones via its 2017-18 Uefa Champions League sponsorship that featured a Gogglebox-style activation called #ChampionsSofa.
LaLiga media partner Orange teamed up with Google Assistant for an augmented reality stunt at the 2019-20 season opener between Celta Vigo and Real Madrid.
Tata Communications’ #MotoGPConnect campaign raised awareness of the company’s broadcast solutions to potential new customers in international sport and positioned Tata as an innovator in the media and entertainment space.
England’s Football Association has rolled the assets from three separate deals into its new deal with UK telco BT, which was agreed in June.
UK-based Formula One team Williams posted a loss in the first six months of 2019 – with a fall in sponsorship earnings contributing to the negative interim results.