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They say, "Two heads are better than one," and when it comes to sponsorship activations, this could not have been truer. Partnering with the right brand or agency will help in doubling the buzz, combining strengths, and reaching audiences you might never tap into when solo.
This is evident in the numbers. Brands all over the world invested a staggering total of $97.4 billion in sponsorship activations and this figure is expected to touch US$189.5 billion by 2030.
For a brand to continue to shine, standing out is everything. Creating unique, engaging moments leaves a lasting impression, and that is exactly what sponsorship activations do. These immersive experiences are memorable and stay on the visitors’ minds for long. It is no surprise then that Nielsen Sports reported a 107% rise in global sponsorship spending in early 2021.
Read on as we explain why forging partnerships can be the perfect ingredient in your sponsorship strategy.
When brands join events or festivals and make their presence felt in creative ways they are in effect creating sponsorship activations. They actively engage the visitors through exciting activities. These could be interactive events, special promotions, or even pop-up experiences that get people talking.
For example, a sports brand teaming up with a popular marathon event can create a booth where participants can get personalised gear, and try on new shoes. There could even be a live leaderboard, displaying runner stats and motivating people as they near the finish line. That would create quite a memorable occasion for all those participating. It would leave them with something tangible, a memory that sticks and creates brand awareness.
So, why should you consider forging partnerships for your brand? The answer is straightforward. When two brands come together, you are doubling the impact. Partnerships open doors to fresh audiences and a bigger, more exciting presence.
Let us break it down even further!
When you join hands with another brand, the result is immediate access to that brand’s audience. It is like a shortcut to new customers and new business opportunities which might otherwise not have been possible.
When your brand pairs up with a trusted partner, you gain some of their credibility by association. Consumers are more likely to trust your brand when they see you collaborate with businesses they already know and love. It is a reliable form of social proof.
This is an obvious benefit of creating a partnership. You can share costs for things like marketing, events, and advertising. Instead of bearing the full cost of a campaign, you split it with your partner and reach a larger audience economically.
Two minds are always better than one. When you collaborate with a brand that complements your own, there is a stronger chance of coming up with creative ideas that could be a hit with your shared audiences. Co-branded content, joint events, shared product offerings, and partnerships almost always trigger creativity.
If you enter into a successful partnership, there is always a chance for a long-term relationship to grow between the two parties. One successful event could lead to a series of others to follow, which could mean continued growth for both parties.
Let us look at the example of a sponsorship activation to understand how well it works for businesses.
Sponsorship activations at UK festivals are highly competitive. Brands are all vying for the attention of a young, festival-loving crowd, which means that standing out becomes a real challenge.
Kopparberg, a leading cider brand, wanted to strengthen its connection with its fans and new customers alike.
That is where Bigger Agency stepped in. They created an activation that perfectly depicted Kopparberg’s bold and creative spirit.
Bigger worked hand-in-hand with Kopparberg to select four major UK festivals to create an exciting experience for the visitors. And this is how The Urban Forest was created.
At each festival, Bigger Agency set up a 20m x 20m space and turned it into an immersive 400-capacity arena, taking visitors deep into the heart of the Urban Forest. Each corner offered a new surprise, from hidden gems to Instagram-worthy moments that guests could not help but share.
Inside the Urban Forest, festival-goers discovered exclusive Kopparberg products while enjoying music, art, and the energy of the space. Two bars, serving limited-edition drinks, ensured the activation was busy from morning to night.
What made the Urban Forest so successful? The trick was to create a cool space that felt part of the festival itself. The activation had the same vibe as the festivals and so felt like a natural extension of the event.
Festival-goers were initially drawn in by the visually stunning design, but they chose to stay for the experience. The fun and energy of the activation kept them hooked, while the connection to the Kopparberg brand grew stronger throughout the day.
Visitors all left with memories, moments shared, and a stronger connection to the Kopparberg brand.
Here are some sponsorship activation examples across various industries and events.
Red Bull is known for its high-energy, experiential activations. They sponsor exciting events like Red Bull Air Race, snowboarding and cliff-diving. By organising such adrenaline-pumping events, the typical Red Bull activation actually "Gives You Wings".
Whether it is extreme sports, esports tournaments, or music festivals, Red Bull ensures its audience is fully immersed in the moment. These activations reinforce Red Bull’s brand identity as adventurous, bold, and energetic while creating memorable experiences for attendees.
Coca-Cola has been a long-time sponsor of the FIFA World Cup. During the 2023 FIFA Women’s World Cup, they launched the "Believing is Magic" campaign. Fans were able to enjoy on-ground activations at the stadiums, immerse themselves in the Coca-Cola experience tunnel and then capture the excitement with a special photo.
They had a chance to visit the Coca-Cola recycling stand and selfie photo wall. There were ‘Spin the Wheel’ booths to win prizes, including Coca-Cola tote bags and drink vouchers. This campaign created massive social media engagement.
In 2015, TOMS asked the community to post pictures of their bare feet with the hashtag #withoutshoes. For every picture posted, TOMS provided a pair of shoes to a needy child. This cause-related activation was perfectly matched with TOMS’ mission and created a strong emotional bond with consumers.
Consumer attention is becoming more and more fleeting and it requires extra effort to keep them engaged. There is a need to reimagine possibilities, to plan activations that make a resounding impact.
You are sure to reach a bigger audience and drive results by making the right collaboration. Great partnerships put your name out there for people to remember. They make sure people keep coming back for more.
So, join hands with the right partner and successfully break through the noise. It is time to think big, get creative, and activate your sponsorships in a way that truly connects.
