Canada has the best watch parties and Silverstone becomes a cultural hub
Weekly Sports Marketing Creative Showcase 3rd July
Welcome to this week’s sports marketing creative showcase. Each week I’ll be highlighting what’s caught my eye over the past week in sports marketing from brand adverts, social media content, OOH, activations and more. This week we have a round-up of what is happening already at the British Grand Prix, Michelob celebrates those who had their backs to the action and you’ll really want to go to a Destination Canada watch party.
Campaigns / Platforms
WHOOP & Cristiano Ronaldo
I’ve really enjoyed WHOOPs social content where they visualise real athlete data from some of the world’s greatest as Katherine Rowe writes here. In a more traditional storytelling device of childhood dreaming of the big stage to performing on it, WHOOP shows what it has taken for Cristiano Ronaldo to reach the top of the sport to align with the brands focus on performance.
Everyone’s a pro - Google Germany
A series of short films by Google Germany shows the many ways people watch football during a tournament and how everyone has a take. These micro-fan moments are captured to show how Google’s search can help and is a nice way to show product functionality to genuine real life fan moments.
NFL - Be the Story
The NFL debuted its newest global flag football campaign, “Be The Story” which celebrates the players shaping one of the world’s fastest-growing sports, ahead of the NFL Flag Championships on July 23-26 in Indiana.
Social Media / Content
Rexona has launched an ‘Intensity Radar’ which is a predictive content system that blends real-time football data and fan sentiment to highlight the World Cup games.
adidas are highlighting which of their boots are being worn when players are scoring during the World Cup.
G-Shock - Eberechi Eze is Built Different
Nice story of why the people close to Eberechi Eze of Arsenal and England knew he was built different and going to make it pro.
Experiential / Stunts / PR
British Grand Prix round up
Ahead of this weekend’s British Grand Prix the brands have been busy as Silverstone becomes a wider brand and culture platform, with activity stretching well beyond the racing itself. M&S staged a first-of-its-kind fashion show on the Silverstone pit lane to launch its “Dress to Thrill” edit, using the team garages, cars and race environment as a backdrop. Louis Vuitton has created a bespoke Trophy Trunk for the British GP, turning the trophy presentation into a luxury craft and heritage moment. Disney is also activating its “Fuel the Magic” collaboration with Formula 1 through product drops, trackside retail, family entertainment and appearances from Disney characters and West End performers.
Alongside the fashion and entertainment activity, brands are building more fan experiences around the race weekend. Doritos is bringing “The Crunch Prix” to the Silverstone Fan Zone with interactive games, food trucks and creator-led content, while Wella Professionals is using its F1 Academy partnership to create a beauty paddock activation. Away from the circuit, teams and lifestyle brands are also creating free fan events in London, including Williams’ Piccadilly Circus fan zone, Aston Martin and Celsius’ immersive race-day experience and Lando Norris’ Quadrant pop-up.
Destination Canada - Natural Watch Parties
Destination Canada forgo the traditional watch party by embracing the countries beautiful scenery and places for Natural Watch Parties.
Marmite is helping travelling England fans feel at home still with renamed and branded England travel packs.
Michelob Ultra celebrates some of the stewards from the last time the World Cup was in the USA 1994 World Cup as they were ones who had their backs to the action and missed all the fun.