Overview of NFL commercial partnerships: from league history and structure, to its sponsorship explosions – inc. strategy, tactics, great work, future challenges and NFL objectives. Download Report.
Kit Launch Strategies Refocus Around Fan Engagement & Interaction
As the Summer fades into Autumn the European football season kicks off with an avalanche of new kit launch campaigns and this season’s offerings show soccer shirt strategy is evolving fast. Once it was largely a one-dimensional, straightforward advertising-led push to maximise strip sales. But now an increasing number of clubs, along with their kit partners and shirt sponsors, see kit launches as 360 degree fan engagement opportunities. Launch campaigns are increasingly built around interactive mechanics that offer opportunities for supporters to get closer to their clubs via an ever more imaginative range of initiatives that this season span in-person entertainment experiences (eg Arsenal’s public water projection stunt), to virtual changing rooms (eg Manchester United’s ‘Join The Squad’) and mechanics that bridge the support physical/digital divide (eg Tottenham Hotspur’s #SeizeGlory).
Jun 09, 2014
May 15, 2014
Golf activation and The Masters, marathon marketing (London & Boston), Play-Off promos aren’t just about ticket sales & TV ratings, plus Coke v Pepsi’s World Cup cola wars. >>
Apr 08, 2014
Samsung’s Oscar selfie stunt, innovative activation at SXSW, why marketers love NCAA March Madness, AB InBev’s World Cup portfolio partnership and horse race activation. Download Report.
Mar 06, 2014
Pepsi’s Super Bowl strategy, Big Game guerillas, equality dominates Sochi 2014, social democraticises A/W fashion weeks, 6 Nations analysis & tech leadership showcase. Download Report.
Jan 23, 2014
Nov 28, 2013
Activative’s stimulus/best practice presentation at the European Sponsorship Association’s November ‘Embracing Social’ seminar/workshop. Download presentation pdf.
Jul 15, 2013
May 15, 2013
Our report explores the evolution from traditional sponsorship models to flexible content creation partnerships via 10 premium drinks brand case studies. Download sample extracts pdf.
Jan 15, 2013
Sample extracts from our recent showcase of contemporary trends, original thinking and best practice in contemporary music (live & recorded) sponsorship activation. Download presentation extracts pdf