Summer sponsorship review – part II

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In the first part we looked at how brands performed at the World Cup but what about the other major sports events – with many brands reaching for the mass audiences associated with the World Cup would we see some creative thinking around some of the other sporting events in the calendar?

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The North Face bring the adventurer spirit in-store

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Here’s a great piece of work from The North Face. Entitled “Never Stop Exploring” it brings their adventurer spirit into the retail environment. When customers entered their pop-up store in Korea the floor started to retract leaving them with a wall to climb. Those that hung on were then presented with The North Face clothing just out of reach and 30 seconds to decide if they jump for it. Would you go for it?

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Summer sponsorship review – part I

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The summer of sport has left us but here we take a look at how brands performed at the different competitions. In the first of this two-part piece we look at the World Cup – it set all sorts of new records in online engagement but how did different activation strategies perform through the tournament?

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The connected stadium and enhancing the fan experience

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At their first home game of the new season, a group of PSV Eindhoven fans staged a protest against wi-fi being introduced into the Philips Stadion. Their grievance being that you should be there to watch the game and not have your head in your smartphone.

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