Activation Gallery: Sports Sponsorships
Sports sponsorships are so prevalent in the marketing world — and are a large chunk of big brands’ annual advertising budgets. It’s an old yet evergreen marketing tactic seen year-round, and arguably the biggest opportunity comes every four years on a global stage: the Summer Olympics.
The first brand deal actually dates back to the early 20th century. Coca-Cola — currently the Olympics’ longest-standing partner — signed on in 1928, and since then the marketing opportunity has only grown more lucrative.
According to Statista, the global sports sponsorship market exceeded 100 billion U.S. dollars in 2023 and is expected to almost double by 2030. One of the biggest regions for sports sponsorship is North America, but across the Atlantic, the European sports sponsorship market surpassed 20 billion euros in 2022 and continues to grow.
Here’s a sample of some of the activations we’ve spotted this year ...
Global Olympic and Paralympic partner Procter & Gamble leveraged more than 30 brands, collaborated with 150-some retailers and tapped more than 100 athletes for in-store and online retail programs around the world before and during the Paris Games. The CPG giant partnered with American Olympic hurdler Grant Holloway to promote household brands (including Gain and Charmin) at Walgreens, the retailer’s fulfillment options and a special purchase incentive from his social media accounts.
Onsite during the Paris Olympics, P&G’s Pampers for the first time dedicated a comfortable nursery space for athlete parents to connect and play with their babies and young children in the Athletes’ Village, providing all Pampers diapering needs.
Mars Wrigley UK again activated its sponsorship of England’s national soccer teams, this time making Extra gum the core brand focus (alongside Kind) of its 2024 campaign. A branded violator spotted at British retailer Co-op promoted a sweepstakes, inviting shoppers to purchase a special “Win Win” Extra pack (which features a unique bar code) to enter to win a grand prize of 10,000 pounds for themselves and for a U.K. grassroots soccer organization or charity.
During March Madness, Unilever activated its sponsorship of the NCAA men’s and women’s Final Fours by running a “#FullCourtFresh” sweepstakes with Walmart that awarded tickets to the games. A two-time NCAA champion, Grant Hill, invited consumers to enter from March 1-20 by sharing a video of themselves making a full-court shot on Instagram and tagging Walmart, Degree, Dove Men+Care and Axe.
Kroger activated its primary sponsorship of NASCAR Cup Series team JTG Daugherty Racing in stores earlier this year with an “Everyday Essentials” floorstand that was co-marketed and stocked with products from vendor partners Tylenol, Band-Aid and Neutrogena (owned by Kenvue).
The Hershey Co.’s Reese’s, an Olympic sponsor, launched its first-ever seasonal shape for summer. For a limited-time ahead of the Paris Games, the product resembles a medal. A slew of activity across retailers and touchpoints debuted a “Legends vs. Newcomers” campaign in partnership with seasoned Team USA veterans and newbies. On social media, paid ads from athletes’ own accounts (and Reese’s) promoted the treat and disclosed their unexpected facts and stories.
Coca-Cola leveraged its sponsorship of the NFL’s Baltimore Ravens with a commanding themed cooler display near checkout at Walmart stores in Michigan. The display featured purple and white illumination, the team’s logo and aerial images of M&T Bank Stadium (home of the Ravens) on the sides.
Michelob Ultra, Official beer sponsor of the 2024 CONMEBOL Copa America international men’s soccer tournament and the Mexico men’s national team, activated at retailers in all 14 U.S. host cities throughout the tournament. Spotted at Busch’s Fresh Food Market in Michigan, case stacks and a standee promoted Michelob Ultra’s “Superior Access” campaign and invited shoppers to scan a QR code for a chance to win prizes, including tickets to Copa America matches.