Sponsorships today go beyond just visibility. 20% of consumers have chosen to do business with a brand because it sponsors a sport they enjoy, according to a Sports Business Journal survey.
People don’t just buy from brands. They buy from brands they feel connected to. When a brand aligns with a sport that matters to fans, it’s tapping into something deeper than just recognition. It’s creating a relationship.
For example, OFF!® partnered with Little League® to address real issues: mosquitoes and ticks during games. They set up repellent stations, shared safety tips, and gave away free kits to families, turning their sponsorship into something that made a tangible difference for players and parents.
In this article, we’ll explore 9 sponsorship activations that didn’t just get attention. They changed the game for fans and brands alike. These are the moments that went beyond logos and turned real engagement into something unforgettable.
Sponsorship Activations in This Guide
Little League® International × OFF!®: Keeping Youth Sports Bite-Free
The first pitch hasn’t even left the mound yet, and parents are already swatting at bugs. OFF!® saw an opportunity to address a problem every Little League® family understands, and they turned it into a simple, effective sponsorship story.
What Happened:
OFF!® became the Official Mosquito and Tick Repellent of Little League, rolling out across thousands of youth games nationwide. Repellent stations were set up near dugouts, safety tips were shared through league newsletters, and families received free protection kits to keep their focus on the game instead of the insects.
Why It Worked:
The activation addressed a clear, everyday problem for players and parents. OFF!® earned attention by improving the experience on the field, rather than just placing its logo somewhere.
Lesson for Organizers:
The most successful sponsorships fix a real problem for participants. Hydration, comfort, safety, and convenience are all opportunities for brands to add value and be remembered.
Takeaway: Visibility that helps people enjoy the event is the best return a sponsor can earn.
Midland Soccer Club × Wildfire Credit Union: Investing in Local Play
Image credit: Wildfire Credit Union
On a Saturday morning in Midland, Michigan, families crowd the sidelines with coffee cups and folding chairs. Among the jerseys, one logo stands out: Wildfire Credit Union. This local sponsor's contribution went far beyond buying space on a shirt, directly supporting the club's ability to grow.
What Happened:
Wildfire Credit Union partnered with Midland Soccer Club’s travel program, The Fusion, becoming the official jersey sponsor for every age group. The sponsorship also supported the club’s long-term capital campaign to build an indoor training facility, giving young athletes a place to play year-round.
Why It Worked:
The activation felt like a hometown partnership, not advertising. Parents knew the Wildfire name from their own community, and that familiarity turned into trust. By tying financial support to something visible and lasting, such as new jerseys and a new facility, the credit union became part of the club’s story.
Lesson for Organizers:
Local sponsors often want visibility that goes beyond banners. Facility upgrades, scholarships, or community programs give them a lasting presence that members talk about long after the season ends.
Takeaway: When a brand invests in your growth, not just your gear, the relationship turns into community pride.
Nike “Mile 20” Activation: Chicago Marathon 2024
Image Credit: Pendulum Creative
By mile 20, runners hit the wall, the toughest stretch of the Chicago Marathon. That’s exactly where Nike planted its flag. In partnership with Heartbreak Hill Running Company, the brand turned this mile marker into a full-on motivation zone.
What Happened:
Nike and Heartbreak Hill built a high-energy cheer zone right at Mile 20, complete with a raised platform, DJ setup, and volunteers decked out in Nike Run Club gear leading nonstop chants. Branded signage and LED displays rotated encouragement messages for passing runners, creating the kind of mid-race lift that only happens when fans and brand energy collide. Nike’s “Just Do It” presence became the emotional pivot point of the course.
Why It Worked:
The activation met runners when they needed it most. It transformed a stretch of fatigue into a surge of emotion, turning Nike’s brand promise into lived experience. For spectators, it was the moment the crowd came alive. For runners, it was the spot they won’t forget.
Lesson for Organizers:
Strategic course placements can turn ordinary sponsorships into signature race moments. Offer partners a chance to own key emotional checkpoints — the tough miles, the final stretch, or the first big crowd burst — rather than generic logo space at the start or finish line.
Takeaway: Nike turned Mile 20 into more than a checkpoint — it became proof that the right moment beats the biggest banner.
Michelob Ultra: Copa América 2024 City Activations
Image credit: Michelob Ultra
Michelob Ultra has always positioned itself at the center of sports culture — not just in stadiums, but in the cities that host them. During the 2024 Copa América tournament, the brand took that approach nationwide.
What Happened:
As the official beer sponsor of the Copa América USA 2024, Michelob Ultra launched a summer-long campaign across 14 host cities. Fans found branded fan zones, pop-up bars, and digital sweepstakes tied to the tournament’s “Ultra Summer” platform. The brand released limited-edition packaging featuring national team graphics, ran giveaways through its app, and partnered with PUMA on exclusive merch drops that connected lifestyle and sport under one umbrella.
Why It Worked:
The activations gave fans a reason to celebrate before they even reached the stadium. By creating touchpoints across bars, stores, and fan villages, Michelob Ultra turned everyday environments into extensions of the tournament experience. It blended the social side of sport — friends, food, and shared excitement — with the brand’s easygoing “Enjoy Responsibly” message.
Lesson for Organizers:
Citywide activations turn sponsorship into something fans can actually live. Giving brands space to engage beyond event grounds — through hospitality zones, fan meetups, or collaborative retail moments — expands visibility and deepens connection with local audiences.
Takeaway: Michelob Ultra showed that a tournament partnership works best when it spills out into the city — meeting fans wherever they gather to celebrate.
UTSA × Jumex: Bringing Flavor to College Game Day
Image credit: Vilore Food
On fall weekends in San Antonio, Roadrunners fans fill the Alamodome with blue and orange. In 2024, another color joined the mix: the bright metallic hues of Jumex cans. The juice brand teamed up with UTSA Athletics to bring a splash of flavor to game day and beyond.
What Happened:
Jumex, distributed in the U.S. by Vilore Foods, became the official beverage partner of UTSA Athletics. The partnership included field signage, video board placement, and branded hydration stations across multiple sports. At home football games, Jumex hosted tailgate sampling tents offering free drinks to fans and families. The collaboration extended to local grocers through co-branded displays that tied community shopping moments to school pride.
Why It Worked:
Jumex focused on presence over scale, showing up in the same spaces where their fans spend time together: at games, in stores, and around the community. The brand’s deep roots in San Antonio’s Hispanic community made the partnership feel genuine and local. By pairing product sampling with visible support for the university, Jumex connected with fans through shared culture, taste, and tradition.
Lesson for Organizers:
Not every winning sponsorship needs a global name. Regional brands often bring stronger emotional equity because they’re part of the community already. Helping those brands activate across both event and retail touchpoints turns simple visibility into meaningful participation.
Takeaway: Authenticity scales better than size. When local brands invest in their hometown teams, fans notice, and they remember.
Inter Miami CF × Lowe’s & Visa: Building Connection Beyond the Pitch
Image credit: Lowes
When Lionel Messi joined Inter Miami, the club became more than a soccer team. It turned into a cultural event. Lowe’s and Visa saw the opportunity to connect that surge of excitement with everyday fans.
What Happened:
Both brands partnered with Inter Miami CF in 2024 to create fan-facing activations across Florida. Lowe’s hosted community events where supporters could meet players and take part in stadium-themed build workshops. Visa launched on-site payment lounges that let fans test contactless features, recharge devices, and access exclusive merch drops. Each activation extended the matchday experience into fans’ neighborhoods and homes.
Why It Worked:
These partnerships turned sponsorship into participation. Fans interacted with brands in meaningful ways, adding value to their experience. For Lowe’s and Visa, it was less about the scoreboard and more about belonging to the moment.
Lesson for Organizers:
Activations that connect fans and brands through hands-on experiences drive stronger engagement than static signage. Encourage sponsors to host pop-ups, interactive booths, or community events that help them show up in a personal way.
Takeaway: Sponsorship becomes memorable when fans can feel it, not just see it.
Arsenal FC × adidas: “No More Red” and the Power of Purpose
Some partnerships sell a product. Others stand for something larger. In 2022, adidas and Arsenal launched No More Red, a campaign designed to help protect young people from youth violence and create safe spaces to play.
What Happened:
The initiative built on four decades of Arsenal’s community programs. Instead of unveiling new kits for profit, adidas released an all-white version of the club’s iconic red jersey, which was unavailable for sale and worn only once to spotlight the issue. The campaign funded mentorship programs, refurbished community pitches, and celebrated local leaders working to make London’s streets safer for youth.
Why It Worked:
The activation replaced commercial messaging with conviction. Fans respected the restraint of not selling the jersey, while the community recognized real investment in safety and opportunity. adidas and Arsenal earned credibility by aligning their visibility with authentic impact.
Lesson for Organizers:
Cause-driven sponsorships can elevate both brand and event when done with care. If a sponsor’s mission naturally aligns with your audience’s values, help them act on it — not just advertise it. Even small local efforts, like funding a youth scholarship or environmental cleanup, can resonate more than a logo ever will.
Takeaway: The strongest activations don’t chase attention; they create belonging and purpose.
Frito-Lay: The “Human Claw” at Super Bowl LVII
At Super Bowl LVII, Frito-Lay traded the usual billboard for something fans couldn’t stop talking about a life-size human claw machine.
What Happened:
As part of its event sponsorship, Frito-Lay built an interactive activation where fans were strapped into a harness and lifted over a pit of branded footballs and prizes. With a giant joystick controlling their movements, participants “became” the claw. The experience ran throughout the weekend as part of the NFL’s fan festival, drawing massive crowds, social media coverage, and thousands of user-generated videos.
Why It Worked:
The activation captured the thrill of play in a way that matched the event’s scale and energy.The goal was to engage fans in a way that made the experience memorable, turning it into something they would eagerly share with others. Every photo, every video, every laugh became organic marketing for the brand.
Lesson for Organizers:
Big ideas don’t have to mean big budgets, but they do need boldness. Interactive installations, fan challenges, or live experiences that invite participation can turn spectators into advocates — no matter the event size.
Takeaway: When people line up to experience a brand, visibility takes care of itself.
e.l.f. Cosmetics × Syracuse Orange Football: Tailgating with a Glow-Up
Image credit: elf cosmetics
Before the Syracuse football team even took the field, fans were getting ready in a whole new way thanks to e.l.f. Cosmetics.
What Happened:
At a Syracuse University football game, e.l.f. Cosmetics turned a tailgate into a beauty station. Partnering with the Chicks in the Office podcast, e.l.f. created a pop-up “Glow Up for Game Day” station in the heart of the pregame festivities. Fans could stop by the sequined pink station, get makeovers, sample e.l.f. products, and snap photos in a locker-room inspired setup.
Why It Worked:
Instead of the usual stadium signage or in-game promotions, e.l.f. created an experience that spoke directly to the fans’ culture and excitement. The playful, interactive nature of the activation resonated with the college crowd, blending beauty and team pride in a fun, memorable way.
Lesson for Organizers:
Don’t underestimate the power of small but memorable experiences. Tailgates, pregame parties, and fan zones are all untapped opportunities for sponsors to meet fans where they already are, creating buzz and making connections long before the first whistle.
Takeaway: When brands connect with fans during moments of excitement, the experience becomes an organic part of the celebration rather than just another ad.
