Successful Sports Sponsorship Campaigns: A Look at Recent Years

September 12, 2023

The world of sports is, by its very nature, thrilling, dynamic, and engaging.
For this reason, in recent years we have witnessed some particularly memorable sports sponsorship campaigns that have seamlessly melded with the essence of sports, creating a lasting impact on both the audience and the brand.

Here are some of the most notable cases.

Nike and Colin Kaepernick: Choosing a Side

In 2018, Nike launched an advertising campaign featuring Colin Kaepernick, the former NFL quarterback who knelt during the American national anthem in protest against police brutality.

With the slogan “Believe in something, even if it means sacrificing everything“, Nike made a very clear statement on their stance regarding social justice.

Despite initial controversies, Nike’s sales significantly increased after the campaign.

Adidas and Run For The Oceans

In an attempt to address the growing crisis of plastic waste in the oceans, Adidas conceived the Run For The Oceans campaign in 2019.

Collaborating with Parley for the Oceans, the company transformed waste retrieved from the oceans into high-quality running shoes.

For every kilometer run using their running app, Adidas donated 1 dollar to Parley.

This marketing campaign not only heightened awareness but also boosted the brand’s sales.

Red Bull and the Sponsorship of Extreme Sports

No deep dive into sports sponsorships would be complete without mentioning Red Bull.

In recent years, the Austrian company has continued to push boundaries, sponsoring events like the Red Bull Stratos, during which Felix Baumgartner performed a stratospheric jump from space.

These spectacular and adventurous initiatives have fortified the brand’s image as a universal synonym for adrenaline and courage.

Budweiser and Soccer Sponsorship

In 2018, during the Football World Cup held in Russia, Budweiser initiated a highly successful campaign titled Light Up the FIFA World Cup.

The operation involved the production of special glasses that would light up whenever a goal was scored.

The campaign united soccer fans worldwide through the sharing of genuine emotions, tied to the shared experience of soccer.

Heineken and Formula 1: When You Drive, Don’t Drink

Accustomed to seeing Heineken’s name associated with soccer, many were surprised by its collaboration with Formula 1 in 2016.

But the true stroke of genius was the chosen theme: responsibility.

The When you drive, never drink campaign underscored the importance of not mixing alcohol and driving, leveraging the aura of prestige and precision of F1 to convey a message of utmost importance.

The Art of Authentic Integration Through Sponsorship

The most successful sports sponsorship campaigns in recent years certainly have one thing in common: they don’t just slap a logo on a jersey or project it onto stadium screens.

The brand is integrated into the very fabric of the sport or cause, in genuine and meaningful ways that resonate with the audience’s values.

Achieving this delicate balance is challenging, but when done right, the result is outstanding in terms of both company visibility and positive societal impact.

If you’d like a free consultation to discover what kind of sponsorship might suit you, contact us. We’re waiting for you!