Sponsor Insights

Laver Cup | Activations

The 2022 Laver Cup was held over the weekend at O2 Arena in London, England.

ROLEX, the founding parter of the Cup, along with Mercedes-Benz AGHEAD & UPS were some of the brands activating during the tournament.

NFL Training Camp Activations

Over 300 brands have activated across the 32 NFL team training camps in the lead-up to the league’s 103rd season kickoff on September 8th. 

Not surprisingly, the domestic beer subcategory contains 2 of the top 6 most active brands in training camp sponsorships–Bud Light & Miller Lite–whose partnerships with NFL teams last season numbered 27 and 17, respectively. Another 13 alcohol brands also had training camp activations.

Media was a category leader in activations among the most teams. Local TV & radio stations comprised the majority of these brands, with activations or signage with 18 teams across NFL camps.

Healthcare brands–training camps’ third most active category–provided useful products for steamy summer days, distributing free sunscreen, water, and hand sanitizer to loyal fans who came out to root for their favorite teams as they prepared for the upcoming season.

Cutting-edge, fan-first mobile app Socios.com is cropping up across the league after announcing partnerships with 14 teams this offseason. One of its most notable deals this training camp: the naming rights to the New England Patriots indoor practice facility, now known as the Socios.com FieldHouse. 

Meanwhile, the Indianapolis Colts and Marvel Entertainment announced another singular collaboration: Marvel activations and handouts throughout the season will feature Colts players, mascots, and cheerleaders as superheroes, based on their personality traits.

On the culinary front, Utility provider Xcel Energy showcased its “Vikings Table” custom-built food truck at the Minnesota Vikings camp, where it served up food and drinks to fans. During the NFL season, the gleaming purple truck will provide free healthy meals and nutritional education to underserved youth across the Greater Twin Cities area, in partnership with the Minnesota Vikings Foundation.

2022 Citi Open

Nick Kyrgios won Washington’s 2022 Citi Open, his second Citi Open championship in just over three years.

Citi was the title sponsor for this event. Host sponsors included Kastle SystemsEvents DCCityRidgeEmirates and Tennis Channel.

Citi Open

Citi Open pt.2

MLS All-Star Skills Challenge

SponsorUnited was on the ground at the 2022 MLS All-Star Skills Challenge. Below are the top 3 most commonly seen brands during the Minneapolis-based event.

Event Activations:
AT&T
Old Spice
Bounty

ESPN Broadcast:
AT&T
GMC
Frontier Communications

Check out the graphic below to see how these brands activated during the event.

MLS ALL-Star Week (7)

Theme Park Sponsorships

The Coca-Cola Company, Snickers, and PepsiCo have the most partnerships with amusement parks.

We highlight some of the top in-venue activations and assets SponsorUnited has captured at parks in the past year.

Amusement Parks

Wimbledon Activations

Congratulations to Novak Djockovic and Elena Rybakina for taking home the men’s and women’s singles title in the 100th anniversary of Wimbledon at Centre Court.

Take a look at some the unique ways brands activated at the 14 day tournament.

Wimbledon Activation Spotlight

ALGS | Activation Spotlight

Day 2 of the $2M ALGS Year 2 Championship and OpTic Gaming is currently leading all 40 teams.

Take a look at some the unique assets and activations from Legion and Monster Energy taking place at the 4 day tournament.

Apex Legends Global Series Activation Spotlight

June Is Pride Month

Brands are creating activations to highlight their support of the LGBTQI+ community during pride month. Check out some of the brands that have activated in a big way.

Procter & Gamble (P&G)
Orlando Health
The Pride Center of Maryland
Adobe
Paramount+
Pennsylvania Lottery
Independence Blue Cross
Hornitos Tequila
City Furniture
Capital One
TD Bank
Athlete Ally
Cintron
Publix
PayPal
ESPN Plus
Ally Financial
adidas
Visit Washington County
Verify This

Some of the most interesting and unique activations this year have been with the use of digital assets. During Coachella, Absolut created a three-floor installation in the Metaverse. ​​On floor three, attendees could explore the rainbow-themed Pride room, where wearables were given to those who posted about their experience on their own social media.

Earlier this month Bud Light was a presenting sponsor of Pride Night in a game at Minute Maid Park where the Houston Astros played the New York Mets. The Seattle Sounders partnered with Starbucks to promote Pride awareness throughout the month of June via their social media channels.

1st NASCAR Cup Series at World Wide Tech Raceway

The Enjoy Illinois 300 Presented by Ticketsmarter took place Sunday and kept NASCAR fans on the edge of their seats. This was the first Cup Series NASCAR Race held at World Wide Technology Raceway at Gateway and it did not disappoint. It was an exciting event that finished with an overtime shootout won by Joey Logano, achieving his 60th career win in his 15 years of racing. Lagano has Pennzoil as a main sponsor along with a hit list of brands that includes Shell, AAA & Ford.

World Wide Tech became the raceway title sponsor in 2019 and during the event there was a large amount of brands present in-venue, most of which have a direct tie to the midwest. Brands had a huge presence through the speedway (not just on the cars) so which brands were present?

Present via signage & activations were Ameren Illinois, Bommarito Automotive Group, C.A. Jones, Illinois Office of Tourism, Scott Credit Union, SSM Health, and of course World Wide Technology. Outside of the race itself, many of the brand activations draw their own attention from fans attending the raceway from tabling to interactive activities present throughout the venue. Some big brands activating on race day include Enterprise Rent-A-Car, GEICO, Toyota Racing, Oakley, McDonald’s, and State Farm. Brands also have exposure through the drivers themselves, mostly through the branding on the cars themselves. 

It’s no surprise that the best way to get brand exposure is to have your driver finish 1st. However, for this past Cup Series race, it pays to be partners with the top 5 finishers: Joey Logano x Pennzoil, Kyle Busch x Snickers, Kurt Busch x Monster Energy, Ryan Blaney x Dent Wizard, and Aric Almirola x Ford.

History In The Making at Roland Garros

Roland Garros 2022 was not a tournament to be missed, but if you did you heard about it. Not only did Rafael Nadal win his 22nd Grand Slam title (which cements him as the greatest winner of all time), Iga Świątek continues her unbeaten streak of 35 wins consecutively and became the new number one women’s tennis player in the world.

The official sponsors of the event reaped the benefit of these history-making moments as all eyes were on the players and surrounding tournament signage. The brands making the biggest impression through the tournament were BNP Paribas, Emirates, Lacoste, Renault, Wilson, Oppo, Perrier, Rolex, Engie and Infosys.

On the athlete endorsements side, Nadal has over 44M followers on social media that over 11 brands have the privilege of leveraging. His partnerships provide a voice to brands like Babolat, Nike, Kia, Telefonica, Amstel Ultra, and Richard Mille, among others.

Nadal’s highest engaged posts were for these brand partners:

  • Kia: 635K
  • Telefonica: 470K
  • Amstel Ultra: 440K
  • Cantabria Labs: 260K
  • Babolat: 99K

Within the women’s bracket, the Polish Iga Świątek has agreements with PZU Group, Tecnifibre, Asics, Rolex and Xiaomi. Iga also has an impressive social following like Nadal and has a total engagement of over 12M across 83 branded posts with five brands. With 10.93% of her audience engaged per post, each brand has received nearly 2.5M likes/comments/shares.