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Volume 23 No. 17
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Innovative activations

Sponsors and brands get creative to connect on experiential, digital and social level

The key to a successful sports sponsorship hinges on how a deal is activated. And keeping an activation interactive and engaging is a moving target for brands and properties alike. Inside, we highlight eight innovative activations — from home run targets to first pitch memories, from players aiming basketballs through a sunroof to fans voting on esports all-stars — where the interests and goals of sponsors and properties aligned to deliver memorable, entertaining and inspiring experiences for fans and players alike.

Monster’s tantalizing home run reward

Starwood delivers for baseball fans

Raptors, Ford add digital content to deal

Bud Light contest creates esports all-stars

NHL deal pays off for U-Vend

Sunoco takes sound of track to fans

Delta, Sounders unite ‘Fabric’ of community

Nissan uses Rio rebrand for vehicle debut