A few of our favourite campaigns from the last month
Adidas World Cup Match Ball Hublot’s timely Ashes deal UFC sign first airline sponsor Eurosport ‘Make It Yours’
This month Adidas unveiled the hotly anticipated
official match ball for the FIFA World Cup in Russia.
Having done so every year since 1970, Adidas has
provided the official match ball for the FIFA World
Cup; this World Cup’s Telstar 18 hails back to a
retro-inspired design from the 70s… and we really
like the look of it! Just in time for the highly contested Ashes series,
Hublot have announced a partnership with Cricket
Australia to take part throughout the Ashes Series
2017-18 (23rd Nov – 8th Jan). Hublot continue to be
a partner of the International Cricket Council (ICC),
extending its partnership with the ICC on all events
to 2020 (including ICC Champion’s Trophy and
Women’s World Cup). This new Cricket Australia
partnership expands their ongoing relationship with
cricket. UFC again looks to expand their array of sponsors,
with AirAsia serving as their first Official Airline
sponsor. With the Winter Olympic Games PyeongChang just
around the corner, Eurosport has launched its
“Make It Yours” campaign which features a modern
remake of Queen’s ‘I Want it All’ in the debut
campaign.
However, in stark contrast to the footballs of the 70s,
Adidas has inserted a microchip inside the retailed
ball in order to provide customers with both exciting
and exclusive offers. The microchip offers plenty of
different functionalities through linking your phone
up, including exclusive information and content
about the Adidas product. Not only this, the chip
offers special competitions and challenges in the run
up to the World Cup, that will be updated as we get
closer to kick off on the 14th June 2018.
For this special Ashes partnership Hublot have
created the Classic Fusion Chronograph “The
Ashes”, unveiled recently by Australian cricketing
legend, Michael Clarke. “The Ashes” timepiece has
been limited to 32 pieces (in reference to the
number of series won by each team). The winning
team captain will be presented with the 33rd watch
at the end of the ongoing series.
You may remember our July edition of Remark,
displaying ‘Our thoughts on’ how the UFC posed a
promising and relatively untapped market for
sponsors. This presents a tremendous opportunity
for brands looking to align themselves with a sport
that encapsulates innovation within the mainstream.
And.. here is another great example of exactly that!
As part of this partnership UFC and AirAsia will
select one Asia-based athlete to be awarded with a
scholarship to the UFC Performance Institute. UFC
has just had its first event in mainland China on 25th
November. An astute partnership for both, with the
UFC breaking further into the Asian market and
AirAsia aligning themselves with the innovative
sport.
The campaign looks to showcase how Eurosport will
make every minute available as part of the first fully
digital Games for Europe, through live and on-
demand coverage across screens and devices. The
‘Make It Yours’ campaign celebrates how fans
across Europe will be able to personalise their
Olympic Winter Games viewing experience, allowing
them to take control and choose what they watch,
when they watch and how they watch.
Be sure to keep up-to-date with what should be a
fascinating Winter Olympics in PyeongChang.