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.

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

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.

Decentraland Fashion Week | Activation Spotlight

Brands Hit the Virtual Runway in Their Metaverse Fashion Week Debut

Metaverse platform, Decentraland, held the first ever virtual fashion week over the weekend. Brands leveraged the high end, one-of-a-kind 4-day event by creating unique experiences for users. 

Estée Lauder partnered with Alex Box, a prominent female artist in the Metaverse space, to create an original, wearable non-fungible token (NFT) inspired by the brand’s #1 serum, Advanced Night Repair.

Apparel brand DKNY opened digital stores during Decentraland’s Metaverse Fashion Week as an immersive experience themed around its spring 2022 campaign. DKNY leveraged virtual signage in the Metaverse to advertise the experience.

Meta Yachts is the first ever virtual marina in the Metaverse, and is located in the Fashion District. During Fashion Week, Meta Yachts hosted VIP after-parties and private events.

Tommy Hilfiger leveraged the Metaverse by letting consumers view floating 3D renders of limited-edition products from the spring collection. The items can be purchased as NFTs, which can be redeemed for physical products delivered to the customers’ home.

SXSW 2022 is Back In-Person After 2 Years

SXSW kicked off last weekend in Austin, TX and SponsorUnited was on the ground to capture brands activating at the 9 day event. During the events a “huge focus was on the future of media and how rights are going to be divided,” said Daniel Ross from the SponsorUnited Partnerships Team, “brand marketers are paying extremely close attention to consumption patterns by younger generations and doing their best to anticipate where those eyeballs will be.”

Brands are competing for ways to capture GenZ  interest as this generation’s attention economy is limited as they consume content across multiple media platforms at a single time. Brands are constantly trying to determine the best way to reach this audience.

Brand activations SponsorUnited saw breakthrough during the event were from two “Super Sponsors” White Claw and Volkswagen, while other brands like Slack, Audible, Purple, Supergoop, and Blue Jeans also showcased unique activations. Slacks’ on site activation had the longest line every day and was laid out more like a “hangout area” with different interactive games, featured tables and props to keep those in line entertained and engaged. White Claw appeared to have the most activations across multiple areas of the venue so they were always top of mind for the attendees. 

Volkswagen’s activations were strategically placed on highly trafficked streets which were blocked off only to those walking towards it. Many of the brand activations included multiple interactive sections taking attendees to virtual worlds.