Activative’s best (and worst) practice guide to some of the stand-out sports marketing and sponsorship initiatives which set out to solve some of the strategic, tactical and creative challenges as live sport starts to emerge from the COVID-19 lockdown.
How To Fill An Empty Football Stadium
As lockdowns around the world start to ease up and live sports start to return, sports marketers are facing a myriad of new challenges one of which is how to inject atmosphere into empty stadiums and what to do with all those empty seats. Activative offers best (and worst) practice insights to offer some inspiration starting with the restart of soccer in Germany and South Korea.
FC Koln ‘Shirt/Scarf Tifo‘
Borussia Monchengladbach ‘Be There Still – Fan Photo Avatars’
FC Seoul ‘Mannequin Sex Doll Supporters‘
How Football Clubs Are Using New Platforms To Engage Fans In China During Lockdown
Football clubs have been experimenting with various new technology platforms and virtual formats to keep their Chinese fan-bases engaged through the absence of any action through the lockdown. We showcase three best practice initiatives from three clubs in different European leagues.
Borussia Dortmund ‘Fan Party‘
Juventus ‘Game Show‘
Chelsea ‘Title Winning Season Livestream‘
How US Teams Are Using Virtual Solutions To Replace Lost Assets In The Pandemic
With little live sport and no supporters in stadiums, properties are having to create new, innovative alternative virtual and digital assets and events in order to offer fan engagement and sponsor reach to replace rights that are no longer available in the new post-pandemic reality such as in-person experiences and in-stadium hospitality. We showcase some of the most successful new initiatives.
Milwaukee Brewers ‘Zoom Happy Hour‘
Milwaukee Bucks ‘BucksPlay‘
How To Leverage A Sports Docu-Series – The Last Dance
‘The Last Dance’ helped fuel ESPN and sports-starved fans through the absence of live sports during lockdown and is now the network’s most-watched documentary ever. The Chicago Bulls series averaged 5.6m US viewers, was watched by 23.8m households outside the US and makes up 10 of the 11 most-watched shows among 18-34s since mid-March. It was also the No1 US trending topic on Twitter for five straight Sundays and generated more social conversation on a per-episode basis than any TV series this year. Prior to ‘The Last Dance,’ ESPN’s linear TV audience had plummeted 60% year-over-year without live sports and its web traffic was down 50% from February through April. No wonder sponsors such as State Farm, Facebook and Reece’s, as well as semi-ambushers such as Jordan Brand and Gatorade are so pleased with their strategies leveraging the show.
State Farm ‘Spoof Sports Centre Spots‘
Gatorade ‘Be Like Mike 2020‘
Jordan Brand/Jumpman 23 ‘Unite > Community‘
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