FIFA partnered with Snapchat to "provide fans with more ways of showing their excitement" during the World Cup. Snapchat users can decorate their photo and video snaps with 2018 World Cup Russia branded augmented reality lenses, filters and stickers -- some of which feature tournament mascot Zabivaka. An exclusive AR face lens featuring Zabivaka can be unlocked by scanning a special Snapcode. On the days of the World Cup semifinals and the final, an interactive AR lens using 3D Bitmoji "will be made available to fans around the world" (MOBILE MARKETING, 6/22).
British Athletics announced Müller extended its major partnership to cover the British Athletics Championships through '19. The brand is already the official supporter of the British Athletics team and official milk, milk drink, yogurt and spreadable of British Athletics through '19 (British Athletics).
The Glasgow 2018 European Championships announced GL Events Field & Lawn as its official main overlay supporter. GL Events Field & Lawn is a joint venture between global temporary event infrastructure and overlay specialist GL Events UK and Field & Lawn (Glasgow 2018).
