Europe Sponsorship Activation Casebook 2020

See how both regional and global brands are activating their sponsorships in Europe, find out which agencies are designing the most cutting-edge activations in the region, and get inspiration for your own Europe-focused campaigns with these practical examples.

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This report brings together 15 case studies on our pick of the region’s most interesting and innovative sponsorship activations from 2019-20.

Each of our case studies takes an activation produced by a brand and a rights-holder and explains the objectives of the campaign, details the practical elements of the activation and reports the outcomes.

Unsurprisingly, given the European focus of this collection, you will find a strong football presence but you can still expect plenty of sporting variety, from cricket through rugby to tennis, cycling and more.



1. Accor/QNB/Ooredoo/Nike and more & Paris Saint-Germain
Tous Unis

2. Adidas & Arsenal
This is Home

3. AIG & The R&A
The Power of Allies

4. BNP Paribas & the Fédération Française de Tennis
Collection Court No1

5. Budweiser & the Football Association
Heart of a King

6. Continental & RCS Sport

7. Deutsche Bahn & Hertha BSC
#Mauerfall/Fall of the Wall

8. Dove Men+Care & the British & Irish Rugby
Care for Every Position You Play

9. Guinness & Six Nations Rugby

10. Hyundai & Atlético Madrid
Femenino, con F de Fútbol

11. Jaguar Land Rover & the All-England Club
Ace Pace

12. Littlewoods Ireland & the Gaelic Athletic Association

13. Paddy Power & Huddersfield Town
Unsponsor #SaveOurShirts

14. Jeep & Juventus

15. Specsavers & the England and Wales Cricket Board
Ashes summer



  • Discover Budweiser’s successful activation supporting the 2019 Women’s World Cup and what the inspiration was.
  • Which football team teamed up with sponsors and suppliers to raise funds for Parisian medial workers and how they activated it.
  • The impressive outcome of Arsenal’s launch campaign for Adidas.
  • Which 2019 global activation spearheaded AIG as an ally for female golfers and for women in general.
  • How Guiness and Six Nations collaborated and launched an activation to encourage drinking water and less alcohol.
  • What activation achieved 12,000 app downloads beating their initial 5,00 target.


  • Brands and sponsors that want to see what top-class activations look like in the regions and sports they care about
  • Rights-holders looking for ideas to bring to the table with their current and prospective sponsors
  • Creative agencies looking for inspiration and to see their good work celebrated


This report is available as a PDF (immediate delivery) for the following prices:

If you have any questions or concerns, please reach out to the team at:

Giving agencies, brands & rights-holders true added value through sponsorship deal data, activation campaign case studies and daily news

  • Daily news keeps you up to date with the latest developments
  • Key deal stories keep you abreast of competitor activity
  • Case studies help you identify best practice in sponsorship activation
  • Data snapshots help you understand the landscape around key sponsorship market, territories and sports
  • The deals database lets you keep on top of what rights-holders and brands are doing and compare your portfolio against those of your peers
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