Sponsorship Works: 2023 Football Activations Casebook

Case studies on the most innovative sponsorship activations from brands and football teams and organisations globally.

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This casebook contains 15 case studies: our pick of Europe’s most interesting or impactful football sponsorship activations from approximately the last 12 months. The range of activations showcases the breadth of experiential activities some of the world’s most high-profile teams afford their partners.


Inside, you will find innovative examples from brands such as American Express, Audi, Cadbury, Hummel, Unilever, and more. Each case study takes an activation produced by an agency, brand, and rights-holder. We then explain the objectives of the campaign, detail the practical elements of the activation and report the outcomes.


This casebook is brought to you in association with Publicis Sport & Entertainment.


  • Play Limitless – Accor ALL & PSG
  • Little Islington – Adidas & Arsenal FC
  • Shirt Buy Back – American Express & Brighton and Hove Albion
  • Closer Than Ever Before – Audi & FC Bayern Munich
  • Kings of the Game – Budweiser & AFC Ajax
  • Sign With Fingers Big and Small – Cadbury & Chelsea FC
  • The Connected Scarf – Cisco & Manchester City FC
  • FC Futures – EA Sports
  • ‘Cheers to All Fans’ – Heineken and Uefa
  • My Everton – Hummel & Everton FC
  • Chelsea Challenge – MSC Cruises & Chelsea FC
  • Where Greatness is Made – Nationwide & England Football
  • In-Game Collaboration – PUBG Mobile (Tencent Games) & Liverpool FC
  • Breaking Limits – Unilever & the Fifa Women’s World Cup
  • The Big Bitcoin Giveaway – Sportsbet.io & Southampton FC


Creative agencies and brand consultants looking for inspiration for their own sporting activations and to see their work celebrated.


Brands that want to see how competitors are activating their sport sponsorship rights and understand how businesses are reaching the audience(s) they care about.


Rights-holders looking for ideas to bring to the table with their current and prospective sponsors.