Sponsorship Works: 2023 Purpose-Led Activations Casebook

Case studies on the most innovative purpose-led sports sponsorship activations from brands and rights holders globally.

BUY NOW - £299


Purpose-driven marketing has been crucially important to brands in recent years as they have looked to demonstrate their values to their customers, investors and employees – creating a differentiated proposition that will allow them to stand out against the pack.

This casebook collects case studies on the most innovative purpose-led sports sponsorship activations in 2021, 2022, and 2023. Each case study profiles an activation produced by a brand and a rights-holder and explains its objectives, the practical elements of the activation, and the outcomes. It includes case studies on activations from charity, finance, soft drinks, consumer goods, telecoms sectors, and more.

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


  • No More Red – Adidas & Arsenal FC 
  • I Don’t Remember – ALMA and Racing Club de Avellaneda 
  • In Safe Hands AXA and Liverpool FC 
  • Front Row – Bednet/ClassContact and Royal Belgian Football Association 
  • AFLW Player Development Manager – BHP and the AFL 
  • Unbreakable Courts / Quadras Indestrutíveis – Budweiser and the NBA 
  • Good Deeds Cup – Chevrolet and Minor Hockey  
  • Not Her Problem (Hope United) – EE and Home Nations Football Associations 
  • Dyslexia Jersey – European Dyslexia Association and Hamburg SV 
  • Changemaker Partnership – Google (and ESPN) and WNBA 
  • Level The Playing Field – Lidl and Ladies Gaelic Football Association  
  • Dear Liverpool – Nivea Men and Liverpool FC 
  • Wear the Rose – O2 and the RFU 
  • Rainbow Shirt – Hummel and Southampton FC / Everton FC / Brondby IF
  • Future Goals – Sandals Resorts and AFC Ajax 


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.