August brought a powerhouse slate of experiential activations—blending nostalgia, immersive design, culinary curiosity, and cultural values. From “fake record labels” to soup and beer collabs, these five activations didn’t just show up—they created moments that fans lived, shared, and remembered.

Here’s why they worked and what they tell us about where sponsorship is headed.

🎸 Coors Light Launches a “Fake Record Label” to Make Fans Feel Famous

To bring its Chill on Shuffle music platform to life, Coors Light created Coors Light Records, a tongue-in-cheek “label” offering one lucky fan the ultimate rockstar experience: backstage and side-stage access at the Osheaga Festival, a meet-and-greet with Shaboozey, a pro photoshoot, first-class travel, and a custom rider stocked with Coors swag.

Why it worked:

Due to Canadian alcohol ad restrictions, Coors can’t officially partner with celebrities—so they flipped the script and made the fan the celebrity. It’s a clever workaround that delivered press, surprise, and fun while reinforcing Coors as a champion of music and chill culture.

📸 Visual: Faux label graphics, Osheaga artist pass, Shaboozey image, Coors branding backstage

⛳ Subway & Netflix Reimagine “Happy Place” for Happy Gilmore 2

In Santa Monica, Subway and Netflix teamed up to transform a full restaurant into a dreamworld straight out of Happy Gilmore 2, launching ahead of the film’s July 25 release. On August 8, fans experienced mini-golf courses, a beer garden, themed set pieces, and collectible cups tied to iconic scenes.

Why it worked:

Subway had a memorable cameo in the original 1996 film and this activation brings that nostalgia full circle. It also celebrates Subway’s 60th anniversary and “Fresh Forward 2.0” store revamp. This wasn’t just a tie-in—it was an emotional throwback turned physical space.

📸 Visual: Happy Place-themed interior, movie props, exclusive cups, retro branding

🍲 Campbell’s Chunky x PBR Serve Beer-Infused Soup at NYC Dive Bar

In one of the quirkiest collabs of the year, Campbell’s and Pabst Blue Ribbon debuted beer-infused Chunky soups—like Beer Cheese with Potatoes & Chorizo—through a one-night-only NYC pop-up at Ray’s dive bar. Guests enjoyed hot soup, cold PBR, caricature portraits, and exclusive merch.

Why it worked:

This mashup leaned into blue-collar nostalgia and tailgate culture, perfect for back-to-school and football season. The pairing of two iconic American brands felt humorous, authentic, and tailor-made for social buzz and late-summer earned media.

📸 Visual: Ray’s interior, steaming soup cups, caricature artists, throwback bar branding

🥨 Auntie Anne’s Flavor Blast Pod Reignites Fan-Favorite Flavors

Auntie Anne’s brought back its most-requested flavor—Sour Cream & Onion—and introduced a new Honey Mustard variant with an activation on August 23 that let fans step into a giant “Flavor Blast” pod. Inside, they caught flying “Pretzel Tokens” and competed for prizes—like the coveted Gold Card for free pretzels for a year.

Why it worked:

Over 1,300 fan comments and social petitions led to this flavor’s return. The brand responded with a wildly interactive event that combined loyalty, fun, and fandom—and made the act of flavor-tasting feel like a game show.

📸 Visual: Giant Flavor Blast pod, seasoning clouds, fans catching tokens, prize signage

🛍️ Mastercard Powers SOOO: A London Pop-Up for Women’s Sports

Backed by Mastercard, SOOO opened as a Regent Street pop-up celebrating women-led athletic brands, events, and communities. The space hosted screenings, workshops, live podcasts, and small-business spotlights—making it a home base for women’s sport fans in the heart of London.

Why it worked:

Timed with the summer’s boom in women’s sports viewership, SOOO delivered on three Mastercard pillars: inclusion, empowerment, and experience. It also filled a real market gap for women-centric retail and community engagement in sport.

📸 Visual: SOOO storefront, athlete panels, small business booths, Mastercard signage

Closing Thought: Why These Activations Matter

Each of these activations met fans where they are—in malls, bars, festivals, or digital fandoms and invited them into playful, physical moments. They didn’t just sell products, they:

• Reinforced brand values
• Delivered emotional payoffs
• Created shareable, surprising experiences

Whether it was nostalgia (Happy Gilmore 2), fan co-creation (Auntie Anne’s), or creative constraint (Coors), these campaigns remind us that the best sponsorships don’t shout—they immerse.

When a lucky fan strives to win a million dollars by sinking a basket from half-court, or brands promise jaw-dropping payouts tied to sports events, one under-the-radar powerhouse, SCA Promotions, is fueling the all-or-nothing excitement on display. Founded by Bob Hamman in 1986, SCA has built a flourishing business insuring high-stakes promotional campaigns for enterprising brands worldwide. By employing a savvy blend of risk analysis and marketing strategy, SCA provides brands the opportunity to offer life-changing prizes while protecting their bottom lines.

SCA’s robust partnership portfolio showcases the big-ticket buzz it helps generate. The company’s expertise allowed the New Orleans Pelicans to launch its “We Win, You Win” sweepstakes in August 2023, promising $1M in prize money to eligible participants if the team won the inaugural NBA In-Season Tournament. Similarly, when a randomly selected fan drilled a long-distance shot at the New York Rangers’ home opener to win a new Hyundai in October of last year, the team didn’t shoulder the cost alone, thanks to SCA. Yet another memorable campaign enabled Cleveland-based window company, Universal Windows Direct, to shell out $1.7M in payouts when the Cleveland Guardians (formerly Indians) achieved a rare 15-game winning streak, making headlines and boosting visibility for both the team and the brand.

The company’s success lies in its ability to leverage unlikely odds to help brands forge emotional connections with fans and turn viral moments into marketing gold, all while mitigating financial risk for its partners. Past activations include the Kansas City Royals’ “Sonic Slam” contest––which saw a fan win $25K, thanks to MJ Melendez’s home run last June––and lottery app Jackpocket’s “Hit It Here” promotion with the Texas Rangers in 2022. 

Through nearly four decades of innovation––covering billions of dollars of risk and awarding more than $253M in prizes––Bob Hamman and SCA have transformed promotional marketing,  shaping indelible moments by ensuring brands––and their fans––can dream big. 

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As Hispanic Heritage Month draws to a close, it’s a fitting time to spotlight the brands and rights holders that have activated their partnerships to celebrate the vibrant Hispanic culture through a wide range of initiatives. These activations not only honor the Hispanic community, but also deepen connections with fans, reflecting the richness of Hispanic heritage in the world of sports.

‍Pepsi x Miami Dolphins: In partnership with Publix, Pepsi hosted a massive tailgate party featuring a live performance by singer Ally Brooke to kick off Hispanic Heritage Month. This free fan experience combined the excitement of game day with a vibrant celebration of Hispanic culture, offering food, music, and community engagement. Pepsi’s activation at the Miami Dolphins tailgate reinforced its commitment to celebrating diversity and creating memorable experiences for fans.

H-E-B x Houston KHOU 11: In partnership with local media, H-E-B led a feature segment that showcased Hispanic stories, merging community engagement with powerful storytelling during the month-long celebration.

Advocate Health Care x Chicago Cubs: In a highly visible campaign, Advocate Health Care highlighted Hispanic Heritage Month, showing support for Hispanic communities in the city of Chicago through sponsored content at Wrigley Field.

Bimbo Bakeries USA x Philadelphia Union: In addition to its presence on the rotating video billboard at Subaru Park, Bimbo Bakeries USA hosted a Fiesta Hispana (Hispanic Heritage Night) during the Philadelphia Union vs. Atlanta United FC game. Not only does this create an immersive experience for fans, but it reinforces Bimbo Bakerie's deep connection to the Hispanic community, both on and off the field.

Blue Shield of California x San Diego Padres: Blue Shield of California took center stage as the presenting sponsor of the Padres’ Hispanic Heritage Weekend in September. The brand’s involvement reinforced its commitment to community health and engagement, connecting with fans in a culturally meaningful way during one of the season's most vibrant celebrations.

T-Mobile x Atlanta Braves: As the presenting sponsor of the Braves Untold: Los Bravos series, T-Mobile highlighted the stories of Latin Braves alumni during Hispanic Heritage Month. The series showcased influential figures like Julio Franco, a Dominican-born player who defied age to have an exceptional five-year run with the Braves. Through compelling storytelling, the partnership celebrated the impact of Hispanic players on the team’s history, engaging fans with stories of perseverance and cultural pride.

adidas x Major League Soccer: Through the release of a 2024 Hispanic Celebration jersey, adidas partnered with MLS to blend Hispanic arts and culture into the sport. This unique collaboration celebrated Hispanic heritage by offering fans a way to support their teams while honoring their cultural roots.

Goya x New York City FC: Goya Foods, the largest Hispanic-owned food company in the U.S., continued its partnership with New York City FC to promote healthy living through sports and nutrition. By leveraging their shared commitment to wellness, this collaboration engaged the Hispanic community, encouraging fans to embrace a healthy lifestyle while supporting their favorite soccer team.

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The Super Bowl Experience presented by Lowe's will be wrapping up tomorrow after a full week of branded content and experiences at the Los Angeles Convention Center.

Over 40 brands were tracked at the event, see below for a snapshot of the attractions as a teaser heading into Super Bowl LVI.

The 2022 NHL All-Star Skills Competition presented by DraftKings Inc. featured brands sponsoring the events.

Discover Financial Services, Honda, EA SPORTS, Dunkin'​ and Verizon were among the brands who had a presence during the competition.

CES 2022 kicks off today in Las Vegas. SponsorUnited will be joining over 2,200 exhibitors. Highlighted will be brand activations over the course of the three day event. Having three main venues between the Las Vegas Convention Center, Venetian Expo and the ARIA Hotel, CES will cover more than 1.6 million net square feet filled with unique exhibits from brands around the globe.

Due to COVID-19, CES will be closing one day early this year but that is not stopping the many brands joining the event as over 175 Fortune 500 companies will be in attendance, and more than 50 of the top retailers.

JLab Audio will be in attendance this year as they showcase some of their premium products as well as their Official League Partnership with the MLS, shown on scarves in their exhibit. Within this partnership, JLab provides the MLS teams with wireless audio in the team locker rooms as well as sponsored prematch playlist with the LA Galaxy and New York Red Bulls.