8 Out-of-the-Box Sports Sponsorship Activations
Sponsorship activations and experiential marketing are similar terms that involve thinking outside of the box to promote a partnership and engage consumers through interactive experiences.
In the sports industry especially, sponsorships play a huge role in moving teams, players, sports, and leagues forward. In an industry built on entertainment, sponsorship activations are growing beyond simply placing a logo on a banner and are instead focused on storytelling and connection.
Take a look at how the following 8 sports sponsorship activations challenged the status quo to connect with fans, increase visibility for sponsors, and provide financial value to teams & leagues.
1) NFL + PIZZA HUT
Pizza Hut became the Official Pizza Sponsor of the NFL in 2018. The activation that followed was free pizza and a giant screen inside the NFL Experience, the NFL’s interactive theme park for sponsors.
The screen featured a live augmented reality experience called the Pizza Hut Dance Party. Fans could try out dance moves in front of the screen, and seconds later, Pittsburgh Steelers players known for their dancing celebrations appeared on the big screen dancing right next to the fans.
2) SUPER BOWL + MARRIOTT
Marriott is the Official Hotel of the NFL and boasts a particularly unique activation. It began as a one-off activation in 2016 but has continued every year since due to popularity.
In the Super Bowl Sleepover Contest, Marriott rewards two guests the opportunity to sleep in a premium hospitality suite at the Super Bowl venue the night before the big game. Marriott transforms the suite into one of its personalized hotel rooms for a true hotel experience.
As the contest has evolved over the years, it now also includes a multi-day agenda that makes dreams come true for football superfans— including private concerts and meet and greets with top football players.
3) MN Twins + Winnebago Industries
Winnebago Industries, a leading manufacturer of outdoor recreation products like RVs and boats, is the “Official Outdoor Adventure Partner” of the Minnesota Twins, and their recent activation encompasses the spirit of the outdoors both with their brand and with the state of Minnesota as a whole.
For their multi-year partnership, the Twins built “The Dock” seating area located beyond the right field wall at Target Field in 2024. The seating area is designed to look like the open bow of a boat and features seating for 12 people in comfortable “Captain’s chairs.”
Groups in The Dock also receive access to lakeside-themed food and beverage options to round out the experience.
4) US Open + American Express
“Arthur Ashe Kids’ Day” premiered during the 2022 US Open, created by American Express. This partnership brought about the US Open American Express Fan Experience— a free event open to the public.
The event featured a “Glow Tennis” tennis court popular with children, an arcade-style “Trick Shot” game, a full-size tennis court supported by the United States Tennis Association (USTA), and an oversized Connect 4 game board.
5) Deion Sanders (Univ. of Colorado) + Blenders Eyewear
Deion Sanders, football coach at the University of Colorado, was criticized by rival Colorado State’s coach Brent Schrotenboer in 2023 for never taking off his sunglasses.
Those infamous sunglasses happened to be from Blenders Eyewear, which opened the door for an advantageous partnership between Coach Sanders (aka Coach Prime) and Blenders. In fact, Coach Sanders collaborated and launched a custom sunglasses line with CU’s colors— the Prime 21 gold and Prime 21 black. Additionally, Blenders is now the “preferred eyewear partner of CU athletics.”
6) Australian Open + Emirates Airlines
The 2023 Australian Open featured a fan zone complete with a fun activation with their partner Emirates Airlines.
Emirates Airlines branded a giant inflatable crash pad that spectators could launch themselves onto after climbing airstairs. The activation was related to an airline theme, which allowed Emirates Airlines to tie their brand into the excitement of the Australian Open.
The social media-friendly activation helped the airline reach more organic audiences beyond the live event.
7) GoPro Mountain Games + BullFrog Sunscreen
The GoPro Mountain Games attract athletes and outdoor enthusiasts to Vail, Colorado each year. In 2017, the games partnered with BullFrog Sunscreen and brought about a successful activation thanks to their work with Switch.
To call out the lasting power of BullFrog Sunscreen, the activation had guests hang from rock climbing grips for a timed challenge. There was also a GIF generator during the challenge, and any guest who posted the GIF to their social media accounts received a free full-size bottle of BullFrog Sunscreen.
8) Laver Cup + Barilla
The 2018 Laver Cup tennis tournament featured an activation that’s not often seen: live-pasta-cooking demos and cook-offs.
The Laver Cup partnership with pasta company Barilla brought about an exhilarating experience for tennis fans in the Fan Zone. Tennis star Roger Federer, Barilla’s executive chef, and prior “Top Chef” contestants participated in demos and competitions.
The best part? Fans got to eat delicious hors d’oeuvres and partake in photo ops.
Maximize Sports Sponsorship Potential With DIGIDECK
The landscape of sports sponsorship is radically different than it was even ten years ago. With a focus on experiences, creativity and connection is of utmost importance. The sponsorship activations on this list engaged fans, created excitement, and brought visibility for the sports organizations and partners alike.
Unfortunately, flat PDFs and PowerPoints don’t allow for storytelling of exciting activations for prospective sponsors. That’s why so many sports organizations, from local minor leagues to half of all US pro teams, leverage DIGIDECK for sponsorship conversations.
Join teams like the New York Yankees, Indianapolis Colts, Minnesota United FC, Carolina Hurricanes, and much more and schedule a free demo to see how DIGIDECK can transform your sports sponsorship conversations with trackable analytics, time-saving automations, and standout designs.
