Sponsorships
Adidas Pulls a Bait and Switch by Highlighting Women’s Sports at the Men’s World Cup
A quick “FIFA World Cup” Google search returns link after link pertaining to the men’s competition—even as the women’s tournament of the same name, taking place this summer in New Zealand and Australia, is on the horizon. It’s a predicament that adidas was keenly aware of when it prepared to take the world stage as...
Sports Sponsorship: Inside Marriott’s Multi-day Super Bowl Sleepover Activation
What began for Courtyard by Marriott in 2016 as a one-off, mega-fan sleepover event at the Super Bowl has evolved into a “tentpole moment” that caps off a months-long, loyalty-driving brand campaign. As the Official Hotel of the NFL, Courtyard planted the seeds for its sixth annual Super Bowl Sleepover activation early this time around,...
Physical Recreations, Digital Engagements Power USAA’s Army-Navy Game Activation
As the presenting sponsor of the Army-Navy football game since 2009, USAA never approaches each year’s game-day experiential activation the same way. But the 2022 matchup on Dec. 10, at Lincoln Financial Field in South Philadelphia, provided USAA with a unique opportunity to dial up its sponsorship experience in conjunction with its 100th anniversary campaign....
How Truly Hard Seltzer is Leveraging Toronto’s Summer-long Market to Drive Trial and Awareness
Winters in Canada are not for the faint of heart, so it’s no surprise that Canadians cherish the summer months. With that insight in mind, Truly Hard Seltzer signed on as a sponsor of Union Summer, a free annual market in downtown Toronto featuring top food vendors, musicians, film screenings and other live performances from...