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).
 

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NFL Sponsorship > An Introduction

NFL Sponsorship > An Introduction

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.

Activative Source Monthly – April 2014

Activative Source Monthly – April 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. >>

Activative Source Monthly – March 2014

Activative Source Monthly – March 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.

Activative Source Monthly – February 2014

Activative Source Monthly – February 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.

Activative Annual 2014 > Yearly Trends Review

Activative Annual 2014 > Yearly Trends Review

Our annual 2014 report explores stand out activation from around the world of culture, music & sport: showcasing the most innovative work from the past 12 months. Download >>

‘Embracing Social’ > ESA Seminar Presentation

‘Embracing Social’ > ESA Seminar Presentation

Activative’s stimulus/best practice presentation at the European Sponsorship Association’s November ‘Embracing Social’ seminar/workshop. Download presentation pdf.

Football Activation > Best Practice Report 2013

Football Activation > Best Practice Report 2013

Covering official and ambush work from major tournaments to grass roots initiatives, our report analyses contemporary trends and tactics (30 case studies from 15 countries). Download sample extracts >>

Premium Drinks Sector > Sponsorship Evolution

Premium Drinks Sector > Sponsorship Evolution

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.

Music Sponsorship Case Studies > Ideas+Inspiration

Music Sponsorship Case Studies > Ideas+Inspiration

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