Despite a new logo, a USTA 50th Anniversary ‘Built For Glory‘ campaign, new (OTT) UK broadcaster in Amazon Prime, a new court, new rules, the first tennis match in space and some strong work from sponsors such as Amex, Evian and Rolex, an admirably ambitious Billie Jean King led #HereToCreateChange initiative from Adidas, plus USTA… Continue reading US Open 2018 > A New Era For The USTA NY Grand Slam, But Serena Williams Activation Still Stands Out
Tag: Review
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.
NBA All-Star > Cultural & Commercial Celebration (Activative Briefing Report)
NBA All-Star Weekend is a cultural celebration extending beyond sport to celebrity, drink, entertainment, fashion, food and music. This, plus with the NBA’s young, hip, tech-savvy, multi-cultural fans make it a compelling partnership proposition. We explore the key trends and best work.
All-Star Activations: Sponsors Bring NBA’s Big Easy Basketball Celebration To Life
Sponsors who invested in striking 2017 All-Star activations – bringing the NBA’s basketball celebration in New Orleans to life – look to have made a sensible strategic decision. Not least because the 66th All-Star Game was the most viewed All-Star broadcast since 2013: with an average audience on TNT of 7.8 million (peaking at 8.5… Continue reading All-Star Activations: Sponsors Bring NBA’s Big Easy Basketball Celebration To Life
Australian Open Activation Offers Early Insights Into 2017 Leverage Trends
From classic sponsor campaigns by major partner Kia and official bookie William Hill, to innovative activations like ANZ’s immersive VR ‘Breakpoint‘ experience, vitamin sponsor Blackmore’s AI ‘Well Bot’ and payments partner MasterCard’s ‘Tap Tennis’ game and ‘Happiness Metre’, plus athlete ambassador work like the Serena Williams led #DoItForYourself social spot series from Berlei, The Australian… Continue reading Australian Open Activation Offers Early Insights Into 2017 Leverage Trends
TCS New York City Marathon Sponsor Activation Snapshot: Tata Consulting Services, Airbnb & United
The TCS New York City Marathon is the premier event of New York Road Runners (NYRR) and claims to be the largest marathon in the world. Now in its 40th year, it was first run in 1970 with just 127 entrants and 55 finishers, the 2016 edition held on Sunday 6 November featured 50,000… Continue reading TCS New York City Marathon Sponsor Activation Snapshot: Tata Consulting Services, Airbnb & United
Superstitions & Curses Spark Sponsors & Ads Around Historic Cubs-Indians MLB 2016 World Series
As the Chicago Cubs and Cleveland Indians battled it out in the 2016 World Series, Major League Baseball sponsors, club partners, broadcast alliances and advertisers leveraged goat-related curses, sports superstitions and record title droughts in their rush to market around this historic Fall Classic. We don't believe in curses. We believe in Chicago. Join… Continue reading Superstitions & Curses Spark Sponsors & Ads Around Historic Cubs-Indians MLB 2016 World Series
NHL 2016/17 SEASON > STAND OUT NEW LEAGUE/SPONSOR/TEAM HOCKEY CAMPAIGNS
As the new NHL season gets under way, with excitement boosted by stories like the return of the NHL’s pre-season ‘World Cup Of Hockey’ and Pittsburgh Penguins super star Sydney Crosby signing the richest endorsement in the sport’s history (a $10m, seven-year deal with Reebok), we showcase our three favourite campaigns (one league, one sponsor,… Continue reading NHL 2016/17 SEASON > STAND OUT NEW LEAGUE/SPONSOR/TEAM HOCKEY CAMPAIGNS
Northern Ireland Tourist Board & Giro d’ Italia 2014: ‘Be Part Of The Start’ Review
The Giro d’Italia is one of the world’s largest and most important cycle races, probably second only in prestige to the Tour de France. The race takes place on an annual basis over a 23-day period, taking in many of Italy’s most spectacular sites over the weeks of the race. In recent years, the… Continue reading Northern Ireland Tourist Board & Giro d’ Italia 2014: ‘Be Part Of The Start’ Review
