1
REPLAY
The biggest news in sponsorship during the last month.
Adidas – Create Something
76ers sign eSports teams
Adidas have brought out a new
campaign just in time for the new NFL
season featuring an abundance of
ambassadors including Paul Pogba.
Following suit from UK-based football
clubs such as Manchester City and
West Ham United, the Philadelphia
76ers have acquired two eSports teams
(Team Apex & Team Dignitas) and will
merge them into a single organisation
for the club.
Their latest high-octane, gritty spot
runs along the theme of “Sport needs
creators”, encouraging sportspeople to
let themselves free and not to suppress
their creativity on the pitch/court. This
continues their theme of “First Never
Follows” from their previous TVCs.
The narrator pleads viewers to break
the mould and offer “something new,
something different” in order to try
and “create something”.
Whilst the eSports teams will do the
competing, the 76ers will manage all
the day-to-day operations including
player recruitment, marketing & sales.
This is the first time that an American
franchise has delved into the eSports
world, and could pave the way for the
future of the sport.
#FillTheSeats at Paralympics
The #FillTheSeats fundraising
campaign was started in late August by
Greg Nugent (London 2012 Marketing
Director) to give young Brazilian
locals the opportunity to attend the
Paralympics and to ensure the stadia
have full crowds for as many events as
possible.
Having smashed its financial target in
less than 72 hours, the campaign
continued to flourish as it received
support from a plethora of brands and
celebrities including: Coldplay,
Samsung, Sainsbury’s, Allianz, and
even Prince Harry!
Lucozade – Made to Move
Lucozade launched their latest
campaign “Made to Move”, which aims
to get one million people moving by
2020.
The fast-paced, energy-filled spot
picturing hundreds of amateur athletes
working out around the city was
released mid-September.
In a cool addition, Antony Joshua, a
brand ambassador, sent out an invite
on social media for a ‘flash-mob run’
to kickstart the initiative, giving 300
followers the chance to join the boxer
on a run around Hampstead Heath.