Awards: Best activation of a sports sponsorship

Manchester United has a global fan base, but only one percent of it gets the opportunity to visit Old Trafford, the team’s home stadium, in person. So, Uber leaned on the theme of transportation and teleported its riders to the “Theatre of Dreams” in a fully immersive game-day experience that brought the essence of the […]

American Express’ sponsorship of the US Open is legendary. Its secret weapon involves getting cutting-edge technology into the hands of tennis fans that brings them closer to the game and players they love. The sponsorship program in 2018 was no exception. The brand took augmented reality and virtual reality and moved it beyond the confines […]

Football—and yes, we’re talking soccer—is a global mega sport with billions of energetic fans, so for its sponsorship of the 2018 FIFA World Cup, Anheuser- Busch created a platform of experiences that spanned four weeks and every major global market. It began with a complete takeover and transformation of the Intercontinental Hotel in Moscow to […]

To rev up sales and market share in San Diego where it faces challenges by several competitors, Chevrolet as sponsor of the MLB All-Star Game set out to connect with the kid inside every fan segment, from older fans to millennials to parents with kids and kids themselves. And it was at MLB All-Star FanFest […]

Facing category complacency and upgrade fatigue among its target consumers on top of challenges by Apple and Huawei, Samsung expanded its messaging beyond smartphones and created a campaign to showcase for consumers a fuller, connected ecosystem of Samsung products called “Galaxy Life.” At the PGA Championship and Ryder Cup events, Samsung’s 8,000-square-foot golf journey connected […]