Football

In October and November 2019, Hoffenheim naming rights partner PreZero ran an eco-focused activation around the club’s home game against Paderborn to deliver the first carbon-neutral Bundesliga match.

The pandemic forced Uefa Europe League partner Kia Motors to pivot its 2019-20 season marketing programme from in-person initiatives to online experiences.

Crypto trading platform StormGain leveraged its Newcastle United sleeve sponsorship in spring/summer 2020 with a video Q&A series featuring the Premier League club’s biggest stars.

For the 2020 Champions League’s return in August, Uefa partner Mastercard created a best practice example of how sponsors could switch physical experiences for virtual activations amid the pandemic.

Bochum and Nike’s campaign promoting the club's 2020-21 jersey led to tripling the previous season’s shirt sales and generating record revenue even without fans in the stadium or the physical club shop.

For the final stages of the 2020 Uefa Champions League, with matches played behind closed doors after the tournament’s pandemic-enforced shutdown, Hotels.com activated around the idea of watching the match from somewhere special.

In March 2019, Castle Lager leveraged its trio of South African national team sponsorships with a campaign revolving around a blended national team jersey, with live events, experiences, TV and social content and on-pack work.

Ahead of the 2020-21 season, CA Osasuna and kit supplier adidas rolled out an integrated online campaign promoting a trio of new centennial kits focusing on the local region, its land and symbols.

In 2018, men’s grooming brand LEA leveraged its partnership with Deportivo Alavés through a national online and print advertising campaign.

Taking over as kit supplier in 2020-21, adidas brought Leeds United into its pandemic-influenced, global ‘Ready for Sport’ brand platform when unveiling the new kit in mid-August 2020.

Uber leveraged its partnerships with the two Seville football clubs with a digital video-led campaign that promoted respect in the rivalry around the April 2019 derby.

Uefa partner Santander brought the excitement of the 2020 Champions League Final in Lisbon to the world through an enhanced edition of its ‘Santander Media House’

At the start of the 2020-21 Bundesliga, FC Union Berlin and technical partner adidas rolled out a family-focused digital campaign to promote the club’s new shirt.

In January 2020, Real Madrid sponsor Audi celebrated the team’s Spanish Super Cup victory with a digital campaign presenting the players as superheroes and promoting the new Audi R8 Decennium.

New Balance and Athletic Bilbao sought to drive pre-orders of the 2020-21 home kit with a campaign solidifying the connection between the team, the kit and the fans.

In June 2020, Levante and Timpers launched a range of sneakers to raised disability awareness and generate funds for the club’s foundation.

October/November 2019 saw adidas and Juventus launch the club’s fourth kit via a fashion-meets-football campaign in partnership with Palace Skateboard.