Sports Sponsorships

Coca-Cola Co. tapped into the resurgence of nostalgic flavors among Millennials and Gen Z by launching orange cream versions of Coca-Cola and Coca-Cola Zero in February.

A pallet display stocks a $15 Lego Creator Springtime Animal PlayPack and a $19.95 Cute Bunny set, both of which are only available at Walmart.

The mass merchant's omnichannel “Game Day” campaign spotlighted party supplies from numerous brands.

Both manufacturers ran bulk purchase incentives at Meijer tied to Super Bowl LIX on Feb. 9.

The retailer has activated its National Hockey League sponsorship with a game and sweepstakes running throughout the 2024-2025 season.

Sprite Vanilla Frost SKUs received secondary merchandising space on an account-specific floorstand.

This month, we’re showcasing physical activations from unique collaborations between unlikely partners.

Major food and beverage brands tapped into football season from August through October with displays activating sponsorships and promoting deals and sweepstakes.

7-Eleven is partnering with Red Bull, Mars Inc.’s Snickers and Ferrara Candy Co.’s Trolli for a promotion that will award 50 winners with a VIP experience at the college football game of their choice.

The rising interest and viewership of women's sports presents a compelling opportunity, says VML's Emily Habeck.