Sponsoring sports events offers brands an unparalleled chance to capture the attention of a vast, engaged audience – while aligning with the shared excitement and joy of a global celebration.
With that in mind, it’s unsurprising that the sports sponsorship market is set to grow from $92billion in 2022 to $190billion in 2030.
However, while many brands use these sponsorships for exposure, the key to getting the most from your sponsorship lies in using the event space in a way that creatively communicates your brand's unqiue qualities.
Here we explore some of the most innovative event sponsorship activations we’ve seen. Hopefully these will provide some inspiration for your upcoming events!
1. Branded Giveaways and Merchandise
Distributing merchandise can be a fantastic way to increase the visiblity of your brand across an event.
For example for Paris 2024 we worked with Toyota to distribute these beautiful, branded fans, which in the summer heat were widely seen throughout the Games.
For a more daring version of a merchandise campaign we liked the 2018 Budweiser #LightUpTheWorldCup campaign. As part of their overall campaign along the theme of “Lighting Up the World Cup”, Budweiser distributed sound-activated cups that glowed brighter when the noise level grew.
They distributed these cups in the stadia, as well as at hundreds of Budweiser-sponsored watching parties across the globe.
We’d look for a more environmentally-conscious activation for current events. But we love this campaign because it creatively increases the energy at the event, while aligning with the celebratory nature of the brand.
2. Interactive Fan Zones
Setting up engaging fan zones can provide fans with a welcome oasis away from the crowds of major events and as such create a positive association. They are an increasing presence at major sporting events.
These zones can be giant – such as the Heineken House at the Rio 2016 Olympics. This space catered for thousands of attendees; it had a pool, catering, giant viewing screens, as well as VR versions of the Olympic sports for attendees to try.
But they can also be charmingly diminutive. Such as these mini Coca Cola fan zones during the 2018 World Cup. They had the feel of a welcoming living room with video games, viewing screens and comfortable sofas. They were also located outside the main event location, at train stations, shopping malls and other busy public meeting points.
3. Exclusive VIP Experiences
As part of Mercedes-Benz's longstanding partnership with the US Open, the brand built out a special VIP “Concierge Service”. This provided VIP customers and high-price ticket holders with luxury transportation, access to exclusive lounges and meet-and-greet opportunities with tennis stars. This not only highlighted Mercedes-Benz's premium brand positioning but also gave its dealers a unique way to showcase the brand and wow potential customers.
4. Community Engagement Initiatives
At the opposite end of the spectrum, it might be prefereable for a brand to open-up access to an event and showcase the brand’s dedication to broader social engagement.
One such example was during the NFL's Super Bowl LIII. Verizon launched the "First Responder Discount" program, offering discounts to emergency personnel. As wifi is increasingly seen as a vital public commodity, this approach feels resonant.
They also highlighted stories of responders during breaks and on their social media channels. The brand also backed up this promotion with vital deployments of its technology to help first-responders during emergencies.
The alignment to the cause across all its channels makes this activation feel authentic and meaningful.
5. Eye-catching Uniforms and Apparel
For the primary sponsors of major events like the Olympics or Football World Cup, sponsors’ team members can often be in the tens of thousands. For that reason, one of the foremost ways that the activation is appreciated by the event audience is through the uniforms and apparel the teams wear.
Of course, the more eye-catching your uniforms, the more you will be noticed. However, this motive also needs to be balanced across the other factors which affect the success of a uniform. Ultimately the wearers need to feel proud and comfortable in their uniforms, as that energy will inevitably transmit to the event audience.
providing a comfortable and appealing outfit will also increase its re-use after the event which extends the brand's potential reach. It’s also critical for the sustainability of a merchandise program.
For Paris 2024 we worked with Toyota to build out a uniform kit that was both eye-catching but also comfortable and practical.
Playing on the Olympics theme we crafted a bomber jacket with a bright gold color pallet. This also came with a matching strapped bag and more neutral tones across the rest of the uniform.
We at Event Goods Delivered specialise in equipping sponsor teams for events, so get in touch if this is an area that you’d like to explore.
6. Gamified Experiences
IBM partnered with Wimbledon to introduce "Match Insights with Watson," an AI-powered platform that provided fans with player statistics, match analyses, and predictive insights.
Fans could engage by making their own match predictions and compare them with the AI's forecasts, effectively turning match viewing into an interactive, gamified experience. Fans then received benefits from the accuracy of their predictions, with an interactive leaderboard being published via the app.
7. Athlete and Influencer Collaborations
Partnering with athletes and influencers can extend a brand's reach and gain immediate credibility from consumers. Gatorade partnered with Usain Bolt to create the "Bolt Rate" challenge at the World Athletics Championships.
Participants had the chance to compete in a virtual sprinting game that compared their speed to Bolts record breaking times. This interactive experience took place at the Gatorade booth giving fans an opportunity to interact with the brand and appreciate Bolt’s speed.
Beyond this deployment at the World Athletic Championships, Gatorade also deployed this “Bolt Rate” concept into the world of cricket. They created a new metric measuring the speed at which cricketers run between wickets as a % of Bolt’s world-record sprint speed.
Developed by agencies Eleven and TBWA Sydney, GPS tracking technology was used to capture the players' speeds, with results shared on Gatorade Australia's social platforms.
The cricketer with the fastest recorded Bolt Rate during the summer also received the Gatorade Fastest Run trophy.
8. Eco-friendly Initiatives
Sustainability in sports sponsorship is increasingly a requirement, and not just a positive add-on. For example, the IOC mandates a variety of sustainability practices for all its partners. This is also being seen with UEFA and FIFA.
Some brands, however, have been at the forefront of this transition.
Vans has been very active in promoting sustainability at the Vans US Open of Surfing by implementing waste-free initiatives, such as eliminating single-use plastics and encouraging recycling.
In addition to these efforts, Vans provided a platform for eight non-profit organizations that focus on helping coastlines and oceans. These non-profits participated in the event to educate and engage attendees on environmental issues, offering workshops and activities aimed at preserving marine life.
The power of this initiative is in the active and meaningful steps that Vans is taking to reduce the impact of the event overall – and to educate event visitors about critical and relevant environmental concerns.
9. Real-time Fan Engagement
One way to engage fans during a match is to run live competitions as the event unfolds. For example, during NBA games Toyota runs a "Fan of the Game" initiative where the most enthusiastic fans are selected from the crowd and awarded prizes on the spot. This activation keeps the audience engaged by actively involving them in the event. The prizes often include Toyota merchandise, gift cards, or tickets to future games.
10. Online and Offline Integration
In recent years, QR codes have become increasingly present at sports events – as brands seek to integrate offline and online experiences.
The codes often allow audiences to connect with digital content about the event, participate in contests, or access exclusive offers. Brands are increasingly leveraging QR codes to drive real-time engagement, turning passive spectators into active participants.
For example, during the Super Bowl, Coinbase ran an ad that simply featured a bouncing QR code on the screen, inviting viewers to scan and claim a limited-time offer. It was present in the stadium as well as to at-home television viewers.
This activation drove such massive traffic to Coinbase's platform that it briefly crashed the app!
Similarly, at Formula 1 events, DHL has implemented a range of QR code-driven activations. These codes can connect fans to live leaderboards, the DHL Fastest Lap competition, and exclusive content. This allows fans to not only follow the race but also engage in real-time interactions, whether they are present at the event or following remotely. You can find out more about the DHL/Formula 1 (40+ year!) partnership here.
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How EGD Helps Brands Increase Exposure
At EventGoodsDelivered.co.uk, we team up with global brands, sports teams, national federations, and organizing committees to ensure their events and sponsorships are a success. We design, produce, and deliver the uniforms and merchandise needed to bring each event and sponsorship to life.
Whatever your needs, our design team and global network of suppliers can turn your ideas into reality. Additionally, our operations team ensures that everything arrives at the right place, at the right time, and in the right size.
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