Activative Annual 2017/18

Activative Annual 2017/18

Our free to download and eagerly awaited Activative Annual offers an interactive overview of the key sponsorship activation and sports and entertainment marketing of the year: it includes the best campaigns, stand out trends, contemporary strategies and tactics and it also takes a peek at how the landscape will evolve in 2018. Click To Download 'The Activative Annual 2017/18'.


Cannes For Fans 2017
We analyse and showcase all the award winning sports campaigns from Cannes Lions 2017: Our 20 case studies represent the year's greatest sports marketing (sponsor, rights holder, sportswear brand) from around the world - stretching from Brazil, China, Egypt, India, Philippines, Singapore and Thailand to the UK and USA. Subscriber Only Download
Is Big Time Boxing Back (For Mass Marketers)?
Following the spectacular #JoshuaKlitschko fight and its associated avalanche of partnership activation, we anlsyise the stand-out advertising and creative around the bout and explore the question being asked by so many mainstream brand marketers and broadcasters at the moment - "Is big time boxing back?". Subscriber Only Download
RBS 6 Nations > 2017 Briefing Report
Our tournament marcoms review offers rights holders and sponsors insights to help make informed rugby sponsorship decisions by identifying, exploring and analysing the key trends, themes, tactics and stand-out campaigns from the 2017 RBS 6 Nations. Subscriber Only Download
NBA All-Star > A Cultural & Commercial Celebration
A cultural celebration extending beyond sport to celebrity, drink, entertainment, fashion, food and music. This, plus the NBA's young, hip, tech-savvy, multi-cultural fans make it a compelling partnership proposition. We explore the key trends and best work. Subscriber Only Download.
App-Led Activation > Trend & Tactical Presentation
This presentation explores how the rise of app-led activation is evolving across the sports sponsorship and rights holder space. With cumulative app downloads heading for 250bn in 2017, we outline some of the core tactics and showcase some of the stand-out app-led activations. Subscriber Only Download
MLB ’16 Review > America’s Last Great Sports Story?
After a stunning World Series, the end of the Cubs' curse and success for the MLB's strategy to engage younger demographics, we review the season's rights holder marketing, sponsor activation and sportsbiz marketing - analysing the key trends and showcasing the stand-out work. Subscriber Only Download
T3 – Tennis, Tradition & Tech > Wimbledon 2016
A best practice campaign showcase based on the tournament's three key themes analysing our Top 10 sponsorship activation and sportsbiz marketing case studies from Wimbledon 2016. Subscriber Only Download
Basketball A To Z > The Season’s 26 Key Campaigns
An impressive year for the NBA and NCAA sees commercial partners, sponsors and sports apparel brands leverage this success with some of marketing's most innovative, cutting edge campaigns. Subscriber Only Download
VR > A ‘How To’ Guide To Tactics & Best Practice
As sports marketers and sponsorship professionals climb on the virtual reality bandwagon, our 'How To Guide' offers a compendium of contemporary tactics and best practice case studies. Subscriber Only Download
Transparent, Relevant & Live > Music Activation
Introducing the Third Era Of Live Music Event Sponsorship Activation: A fresh approach to 2016 music partnerships - including contemporary trends and best practice showcase. Subscriber Only Download
Activating Awards Shows > Tactics/Themes/Trends
As the 2016 awards season draws to a close, we identify, explore and analyse the key sponsorship activation and advertising tactics, themes and trends from the Baftas, Brits, Globes, Grammys and Oscars. Subscriber Only Download
Activative Annual 2015/16
Our eagerly awaited Activative Annual offers an interactive overview of the key sponsorship activation and sports and entertainment marketing of the year: it includes the best campaigns, stand out trends, contemporary strategies and tactics and it also takes a peek at how the landscape will evolve in 2016. Download Briefing.
UEFA Euro 2012 > Sponsor Activation Showcase
With Euro 2016 approaching, our Euro 2012 report offers the best sponsor activation, sports marketing and ambush work from the previous tournament via what we feel were the 12 stand-out campaigns. Subscriber Only Download
Cannes4Fans > 22 Must See Sport/Sponsorship Lions
From campaigns that scooped a Grand Prix, through to Gold, Silver, Bronze and Titanium winners - we showcase the 22 'must-see' sports and sponsorship activation award winners. Subscriber Only Download
Kit Launches > Trends, Approaches & Showcase
As Adidas launches its Man Utd kit campaign (at £750m for 10 years - the biggest shirt deal ever), we analyse trends and approaches in our contemporary kit campaign showcase. Subscriber Only Download
RBS 6 Nations > A Title Sponsor Rugby Review
To light the way to RWC, we analyse and showcase the strategy, activation and measurement of RBS' title sponsorship of the world's greatest annual rugby tournament - The 6 Nations. Subscriber Only Download
The Big Fight > Activating Boxing’s Latest Comeback
Mayweather vs Pacquiao - our interactive briefing report analyses all the key promoter, broadcaster, sponsor, endorser and ambusher activation around boxing's latest mega-bout. Subscriber Only Download
Marketing The Masters > Part Of Golf’s Problems Or Part Of The Solution
Are Masters sponsors seeking solutions to golf's decline, or are they exacerbating the problems? Our briefing report analyses the sponsors' strategies and creative. Subscriber Only Download
Periscope/Meerkat > Live-Streaming App Revolution
Will Periscope & Meerkat boost the fan experience, revolutionise sponsorship activation and disrupt the sports/entertainment broadcast model? Subscriber Only Download
Haters/Trolls > Sponsors Tackle The Cyber Bullies
Sponsors, sports and entertainment brands take on the Twitter trolls with event/ambassador campaigns that aim to unite fans as a collective, positive force. Subscriber Only Download
Tinder Traps > Acceptable Dating App Activation
As sponsors, sports/entertainment brands eye-up Tinder's crucial millennials user base, we explore the partnership world's first tentative Tinder tactics. Subscriber Only Download
NBA All-Star > How To Use Players’ Own Social Media
NBA sponsors and basketball brands show the way when it comes to placing players' own personal social media channels at the heart of a campaign. Subscriber Only Download
Super Bowl 2015 > Innovations & Errors
Our review of the 'Best Of The Big Game' activation highlights 4 marketing tactics better than Pete Carroll's and 1 that was just as bad. Click To View.
GRAMMY’s 2015 > It’s All About The Music
Our review of the '2015 GRAMMY Awards' sponsor work spans a live in-telecast ad-funded concert, to supporting new talent, surprise performances and innovative public service initiatives. Click To View.
Christmas Campaigns > The Festive Formula
Sports Xmas campaign analysis reveals a festive formula: Traditional Theme + Jolly Tone ÷ Entertainment / Cause + Self-Deprecating Star x Social Interaction = Festive Fan Engagement. Subscriber Only Download
YouTube’s Pre-Game Super Bowl Supremecy
Despite the explosion of competitor platforms, the Google online video behemoth retains its status as the pre-eminent, pre-game Super Bowl activation channel. Subscriber Only Download
Big 3 Sports Brands > Winter Range Strategies
Snapshot of '14/15 Winter work shows Adidas, Nike & Under Armour use competitions, participation, incentivisation and hardy athletes to entice consumers out in the cold. Subscriber Only Download
Golf’s Decline > Stop The Rot Via Collaboration
As player numbers fall and courses close, rights owners, sponsors and sports brands collaborate to halt golf's decline and maintain corporate America's love of golf in a Tiger-Free Future. Subscriber Only Download
The NFL > A Commercial Partnership Perspective
From the foundation myth to US sports supremacy, our review spans league partnerships and team sponsorships, the Draft, the Super Bowl, the NFL's female focus, future objectives and challenges. Subscriber Only Download
White Goods Co. Football Sponsor > Tactical Ideas
A showcase presentation of tactical football club activation ideas for a white goods (washing machines, fridges/freezers, cookers etc) client's sponsorship ideation workshop. Subscriber Only Download
World Cup Cola Wars > Socially Serious vs Playful Celebrity
FIFA partner Coke’s adopts a socially responsible strategy, while ambusher Pepsi opts for a musically playful, player-led and altogether more directly commercial approach. Subscriber Only Download
Play-Off Promos > More Than Just Boosting Tickets & TV Audiences
Traditionally play-off promos aim to shift tickets and boost ratings, but 2014 NBA/NHL work shows more creative thought, bravery and strategic ambition. Subscriber Only Download
Marathon Marketing > A Long Term Commitment To Grass Roots Runners
Amateur endurance running is booming and successful marathon sponsor activation tactics tend to focus on the amateur participants and on commit for the long term. Subscriber Only Download
FIFA World Cup > Brazil 2014 Report
In-depth sponsorship and marketing review of Brazil 2014: sponsor activation, ambush activity, trends, strategies, tactics, insights & learnings. Subscriber Only Download
IRB Rugby World Cup > NZ 2011 Report
The IRB World Cup is rugby's biggest event, but for advertisers, partners & sponsors NZ '11 presented as many challenges as opportunities. Subscriber Only Download
NHL Lockout > Activation & Learnings
Brand analysis, sponsor strategies and lockout learnings from rights owners, brands, equipment manufacturers teams and fans. Subscriber Only Download
Olympic Trends > Contagious Conference
Our presentation at Contagious's London conference reviewing key trends and crucial takeaways from London 2012 Olympic sponsorship activitation.Download Free Presentation.
Trends Review > Activative Annual 2014
Once again our annual review offers a forward-looking showcase of innovative work, champions risk-taking activation and explores the use of new technologies from the past 12 months. Download Free Review.
Activation Trends > Premium Drinks Sector
Exploration of the evolution from traditional sponsorship models to content creation partnerships via 10 premium drinks brand case studies. Download Sample Extracts.
‘Embracing Social’ > ESA Seminar
Activative's stimulus/best practice presentation at November's European Sponsorship Association's 'Embracing Social' seminar.Download Free Presentation pdf.
Activative Monthly

April 2014 Snapshot

The challenges of golf sponsorship and activation at The Masters, Marathon marketing (London & Boston), Play-Off promos aren't just about ticket sales & TV ratings, plus Coke v Pepsi in The World Cup cola wars. Download report.
Activative Monthly

March 2014 Snapshot

Samsung's trend-setting Oscar selfie stunt, innovative activation at SXSW, why real-time marketers love NCAA March Madness, AB InBev's multi-product World Cup portfolio partnership and horse race activation. Download Report.
Activative Monthly

February 2014 Snapshot

Pepsi's Super Bowl strategy, ambushing The Big Game, equality overshadows Sochi '14, social media democraticises A/W fashion weeks, 6 Nations sponsorship analysis & tech leadership showcase. Download Report.
Trend Review > NFL Partner Summit
Activative's global activation trends and creative stimulus presentation at 2012 NFL Canada's International Partner Summit in Toronto. Download Free Presentation pdf.
Branded Content > BBC For Spikes
Are brands following broadcasters? Activative's white label Spikes (Asia) presentation for BBC Advertising explores the trend for brands to act like media owners. Download Free Presentation pdf.
Olympic Learnings > ACA Digital
London 2012 sponsors switch from brand- to consumer-centric strategies; we look at how this trend plays out in content marketing, real-time and social media spaces. Download Free Presentation pdf.
Activative Monthly

January 2014 Snapshot

New Year’s Eve party partnerships and product launches, leveraging the NHL’s New Year’s Day Winter Classic, best of The Grammys 2014 partner activation and sponsors serving up the Australian Open. Download report pdf.
Activative Monthly

June 2013 Snapshot

Anglo-Australian summer Ashes activation, Glastonbury Festival partnerships, Andy Murray marketing mania, Tour De France sponsor strategies, Brazil 2014 consumer street protest campaigns & CSR Download report pdf.
Activative Monthly

May 2013 Snapshot

Leveraging the British & Irish Lions, Coachella - The Ultimate Fashion Festival, football cup final CG fan films, stand out activation from golf’s Masters & Open and the real-time tweet trend rolls on (and on). Download Report.
Activative Monthly

April 2013 Snapshot

MLB baseball's Opening Weekend campaigns, hit & miss movie partnerships, in-office NCAA March Madness targeting and real time Vine clips, SXSW amplified live, F1 2013 & IPL6 Goes Social Download report pdf.
Activative Platform Back Issues

Platform > Q1 2013

An in-depth look at the 2012 Paralympic Games, plus retail's evolving role in sponsorship and London's ice skating boom. ThIS ISSUE is free to download, so please share it with colleagues and clients. Download Issue 3 Q1 2013 (pdf)
Activative Monthly

February 2013 Snapshot

Nike's troubled brand endorsers, fashion week designer partnerships, Oscar ceremony big ad buys, music awards work, hangouts & takeovers, real-time Twitter and kick-off campaigns. Download March 2013 pdf.
Activative Monthly

January 2013 Snapshot

Highlights include Xmas & New Year participatory campaigns, NHL lockout reactions and tactics, Skyfall spy experiences, 6 Nations data insights, Super Bowl pre-game work & Adidas product launches. Download January 2013 pdf
Activative Annual

Activative Annual 2012

Our yearly interactive sponsorship trends review explores the best in contemporary activation: from arts and culture, to music and sport, we focus on the most innovative and original work from the past 12 months. Download Annual Report
Activative Platform Back Issues

Platform > Q3 2012

The future of the IOC's Olympic TOP programme, Coca-Cola and Lloyds TSB's London 2012 campaign strategies, amplifying live music partnership and news approaches to opera and tennis sponsorship. Download Issue 1 Q3 2012 pdf
Red Bull > Redefining Content Activation
What the traditional sponsorship industry can learn from Red Bull's astonishing 'Stratos' project and how the brand is leading the content marketing revolution. Download Free White Paper.
Sponsorship Future > SMCC Conference
The Future Of Sponsorship - In One Hour: a contemporary trends, strategies and tactics presentation at the SMCC Trailblazing Conference in Toronto. Download Free Presentation pdf.
Olympic Case Studies > BA Workshop
Analytical review of IOC Tier One 'Official Airlines Partner' Olympic sponsorship activation: inc. objectives, strategy and multi-phase campaign analysis. Download Free Case Study pdf.
Gamification > Think! Conference
Activative explores the role of sponsorship and the activation trends in evolution of Gaming & Entertainment partnership marketing at Think!'s November conference. Download Free Presentation.
London 2012 Trends > Event ‘Guide Live’
Activative's forward-looking activation trends presentation on what we might see from Olympic sponsors at London 2012 for Event Magazine's 'The Guide Live' Conference. Download Free Presentation pdf.
UEFA CL > Bigger Than The Super Bowl
As UEFA's Champions League Final becomes world's biggest annual sports event, we analyse its sponsor strategies and tactics and showcase key activation trends. Download Free Report.
Platform Back Issues

Platform Issue 21 (2011)

The sponsored pantomime trend, showcasing QPR's partnership strategy, tennis sponsors reconnect with youth, grass roots activation effectiveness and why social media sponsorship isn't simply about stats. Download Issue 21 (2011)
Platform Back Issues

Platform Issue 20 (2011)

An analysis of Unilever and Tate Modern's 12-year partnership, a review of ground-breaking sponsorship pioneers (Coca-Cola, Disney & Heinz) and an exploration of how universities attract sponsors. Download Issue 20 (2011)
Platform Back Issues

Platform Issue 19 (2011)

Is Big Brother-style product placement sponsorship, can neuroscience match properties to brands, is longevity key to soccer sponsors, is lead-in or legacy more important for LOCOG sponsors? Download Issue 19 (2011)
Platform Back Issues

Platform Issue 18 (2011)

Barclay's Boris Bike deal and public sector sponsorship implications, cutting through the football clutter, challenges and opportunities in women's' sport sponsorship and examining the Bribery Act. Download Issue 18 (2011)
Activative Annual

Activative Annual 2011

Our yearly interactive sponsorship trends review explores the best in contemporary activation: from arts and culture, to music and sport, we focus on the most innovative and original work from the past 12 months. Download Annual Report
Champions League 2011 > Finally Bigger Than Super Bowl
As UEFA's Champions League Final becomes world's biggest annual sports event, we analyse its sponsor strategies and tactics and showcase key activation trends. Download Free Report pdf..
Platform Back Issues

Platform Issue 17 (2010)

Delivering local/communal events, fighting for arts funding, Paralympic popularity explained, the greatest sports marketing innovation ever and how Twitter is changing the paid partnership landscape. Download Issue 17 (2010) pdf
Platform Back Issues

Platform Issue 16 (2010)

Naming rights deals uncovered, any space left in soccer sponsorship, Martin Lindstrom's Mind Games, banking sponsorship strategy in a financial crisis, plus Metro Bank's money and music. Download Issue 16 (2010) pdf