Football

Features

‘One Moment’, Visa’s UK-focused campaign around the 2019 Fifa Women’s World Cup, was built around market-relevant Team Visa player ambassador stories.

Citibanamex activated its Mexican national team sponsorship for the 2018 Fifa World Cup through AR, bots, a digital album, social content and a team-related competition.

Through July 2020, Umbro rolled out ‘Rhombus for Life’, its launch campaign for the 2020-21 season Werder Bremen third kit, which revolved around the team’s famous rhombus/diamond logo.

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

Burger King brought global fame to Stevenage FC in the 2019-20 season, incentivising Fifa 20 players to make the little-known English club into the ‘biggest team online’.

In 2019, the Football Association’s official payments partner pushed its mission – to ‘facilitate people’s passions with quick and easy payments’ – by allowing grassroots teams to easily pay their fees via the FA Matchday App.

Launched on 29 June to celebrate Liverpool's first Premier League title in 30 years, in Malaysia the club’s long-time beer sponsor Carlsberg marked the victory with a ‘Virtual Champions Keg’, redeemable via smartphone.

Toyota, the official vehicle sponsor of South African soccer side Kaizer Chiefs, activated its rights through the 2019 season with a blended activation spanning a competition, an experience and subsequent social activation.

In the 2019-20 season, IBM’s ‘Raise Their Game’ partnership with semi-pro Leatherhead FC sought to demonstrate that its Watson AI technology could improve any team’s performance.

Reale Seguros celebrated the 2018 renewal of its Real Sociedad partnership with a season-long hot dog giveaway featuring the world’s first club-branded ketchup.

During the 2019 ISL, associate sponsor Maruti Suzuki worked with Dentsu to create a tech-led campaign that gave the most passionate soccer fans a ‘virtual front-row seat’ of the season finale.

Confectionery brand Cadbury’s three-year Premier League partnership was underpinned by its Cadbury FC ambassador-focused programme which saw a stable of football legends add heft to a range of campaigns.

Hyundai leveraged its Atlético Madrid sponsorship and reinforced its support for women's football in November/December 2019 with an emotional multi-media campaign.

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.

Through the 2018-19 season, Dutch optician Hans Anders played on the Eredivisie’s introduction of VAR with a pitchside billboard activation at PSV Eindhoven.

PSG teamed up with its sponsors and suppliers to raise funds for Parisian medical workers during the height of the Covid-19 pandemic.

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

Running from March 2018 to May 2019, Drive for More leveraged Yokohama’s Chelsea shirt sponsorship to convert consumers at the point of sale.

In February and August 2019, the multi-channel, multi-phase activation sought to launch Coca-Cola’s re-entry to the UK football space.