More than a billion people watch the UEFA Champions League every year making it a unique partner engagement platform and the world’s most watched annual sports property. Little wonder then that its rights-holder and sponsors are so keen to start activating their rights as soon as this season’s tournament gets underway. After last… Continue reading Activative’s ‘Top 10’ UEFA Champions League 2017/18 Kick-Off Campaigns & Creative Assets
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NFL Sponsor Spots Seek To Unite A Divided Nation With Silly Slapstick Football Comedy
In a divided USA – troubled by politics, equality issues and disasters – NFL sponsors are turning to comic commercials to unite the nation around the a new season for the country’s biggest sports league. After all, despite the ratings dip, the racially charged player protests and the brain injury scandal, the NFL is still… Continue reading NFL Sponsor Spots Seek To Unite A Divided Nation With Silly Slapstick Football Comedy
Mayweather vs McGregor: Challenger Brands, Short-Term Tactics & Ringside Stunts.
The big bucks, huge hype fight between undefeated boxer Floyd Mayweather and mixed martial arts champion Conor McGregor – held in Las Vegas on 26 August – offered brands a chance to leverage a global entertainment event blending stars, styles and sports codes which drew plenty of media and PR coverage, plus huge pay-per-view TV… Continue reading Mayweather vs McGregor: Challenger Brands, Short-Term Tactics & Ringside Stunts.
MLB #OpeningDay New Season Campaigns > Colours, Caps, Cans & Cubs
Campaigns for Major League Baseball’s 2017 #OpeningDay are creatively dominated by ‘colours’, ‘caps, ‘cans’ and plenty of ‘cubs’ (‘Chicago Cubs’ that is). Among our Favourite Five new MLB season campaigns, there is also a strong emphasis on youth: from the themes and media channels, to the tones and attitudes, the emphasis is on targeting… Continue reading MLB #OpeningDay New Season Campaigns > Colours, Caps, Cans & Cubs
Formula One > The Future Starts Now
A new future for Formula One, or the same old-school sport simply repackaged by new owners? Following Liberty Media’s $8bn takeover, this is the core debate at the centre of new season activation starting at the 2017 Australian Grand Prix in Melbourne. While official F1 beer Heineken seemed to mix the new and… Continue reading Formula One > The Future Starts Now
Cheltenham Festival 2017 > Can ITV / Jockey Club / Sponsors / Bookies Link Record Crowds To TV Audiences & Betting?
It’s by far the biggest annual event in the jump racing calendar – a blockbuster property that outshines everything else the sport has to offer in betting revenue, ticket sales, TV viewers and commercial partnerships – but a quick glance at some of the 2017 meeting’s marketing raises questions about just who the target audience… Continue reading Cheltenham Festival 2017 > Can ITV / Jockey Club / Sponsors / Bookies Link Record Crowds To TV Audiences & Betting?
US Open ’16 > The Most Modern Major’s Sponsors Showcase Leading-Edge Leverage
From Gatorade’s Serena-led ‘Match Point’ Snapchat game and AmEx’s immersive virtual ‘ProWalk’ experience, to Mercedes’ Federer-fronted ‘Timeless Legends’ mockumentary, Eurosport’s personalisable ‘Player Wake-Up Calls’ and even the USTA’s own Times Square mega-selfie ‘You In?’ stunt, the boldest, brashest tennis Grand Slam offers a platform for tech led, cutting edge campaigns.
