22.04.2025 16:27:00

Creative Sponsorship Activations in Football: 10 Campaigns That Changed the Game

In today’s sports marketing landscape, a football sponsorship deal is more than just brand exposure — it’s a full-fledged platform for storytelling, cultural impact, and technology-led engagement. The most successful campaigns are no longer just visible; they’re viral, meaningful, and memorable.

1. Spotify x FC Barcelona – Soundtrack of a Club

In 2022, Spotify became the main sponsor and naming rights holder of Camp Nou—renamed Spotify Camp Nou—as part of a groundbreaking partnership with FC Barcelona. But this wasn’t just about logos. The collaboration redefined football sponsorship by blending music, sport, and culture into a single, immersive fan experience. Spotify curated matchday playlists for fans, featured Barcelona players’ favorite tracks, and turned the club into a living soundtrack, updated with each game and each goal. The activation was designed to engage Gen Z and music lovers worldwide, positioning Barça as not only a football club, but a cultural icon.

In a first-of-its-kind strategy, Spotify turned Barça jerseys into billboards for global artists. In October 2022, the iconic Drake owl appeared on the shirt for El Clásico, followed by Rosalía’s Motomami logo in March 2023. This initiative continued with legendary rock band The Rolling Stones, whose tongue-and-lips logo was showcased during the 2023/24 El Clásico, and Coldplay, whose colorful motif appeared on the women’s team shirts in April 2024. The next artist to feature will be Travis Scott, whose Cactus Jack logo is set to appear on Barça kits during El Clásico in May 2025. Each activation is supported by themed digital content, exclusive playlists, and global campaigns, making the Spotify x Barça partnership a new benchmark in culture-led sponsorship marketing.

2. OKX x Manchester City – AI, NFTs & Skyline Takeovers

In a pioneering collaboration, Manchester City and OKX have redefined fan engagement by integrating advanced technologies into the football experience. The “Unseen City: Echoes of Blue” virtual escape room, launched in August 2024, invites fans into an immersive digital journey through five themed rooms, guided by AI-powered avatars of players like Kevin De Bruyne and Jack Grealish. This initiative not only offers interactive challenges but also rewards participants with exclusive prizes, including match tickets and limited-edition digital collectibles.

Complementing this digital venture, OKX and Manchester City have illuminated global skylines with vibrant projections of the club’s imagery, symbolizing the fusion of football and technology. These activations have garnered significant attention, exemplifying how innovative partnerships can enhance fan experiences and expand a club’s global presence.

3. Emirates x Real Madrid: Football Takes to the Skies

Since becoming Real Madrid’s shirt sponsor in 2011, Emirates has built one of the most high-flying partnerships in football history—both literally and figuratively. The airline didn’t stop at front-of-shirt branding: in 2015, during the Cristiano Ronaldo era, Emirates unveiled its first Airbus A380 livery featuring Real Madrid stars, making it the first time a football club was honored on the world’s largest passenger aircraft. The iconic image of Ronaldo, Bale, Ramos, Benzema, and James Rodríguez flying across continents quickly became a symbol of the club’s global status.

This tradition continued through the years. In January 2025, Emirates launched a new Boeing 777 Real Madrid livery ahead of the Spanish Super Cup in Jeddah, this time showcasing players like Kylian Mbappé, Jude Bellingham, and Vinícius Jr. The plane now serves destinations like Athens, Vienna, Miami, and Seattle. Beyond aviation, Emirates integrated the sponsorship deeper into fan experiences—opening a VIP Lounge at Santiago Bernabéu styled after a Boeing 777 cabin, and producing global campaigns like “Fly Better” featuring first-team players. Emirates transformed a shirt deal into a multimedia, multi-touchpoint strategy that turned Real Madrid into an airborne brand.

4. Gosbi x Girona FC – Petcare Meets Local Pride

In 2021, Girona FC and local pet food company Gosbi embarked on a pioneering partnership that transformed the club into the world’s first “pet-friendly” football team. This collaboration introduced a series of innovative initiatives, including the appointment of “Canya,” a Labrador retriever, as the official club mascot. Canya not only greeted fans at Montilivi Stadium but also participated in community outreach programs, visiting schools and care centers to promote animal welfare. The club further embraced this ethos by creating pet-friendly fan zones and launching the “Animal Respect Challenge,” an educational program involving over 400 students to foster empathy towards animals.

Gosbi’s commitment extended beyond the stadium through the “Animal Respect On Tour” campaign, which saw the company donate approximately 7,000 kilograms of pet food to over twenty animal shelters across Spain. This initiative also featured city murals promoting animal respect, leaving a lasting visual impact in locations like Girona, Málaga, and Valencia. Additionally, the #AdoptaGosbi campaign encouraged pet adoption and raised funds for local shelters, with special edition jerseys worn during matches to highlight the cause. These comprehensive efforts not only enhanced Gosbi’s brand visibility but also significantly contributed to animal welfare awareness in the community.

5. Arsenal x Adidas – No More Red Campaign

In January 2022, Arsenal and adidas launched the “No More Red” campaign, a bold initiative aimed at combating youth violence and knife crime in London. Central to the campaign was the introduction of an all-white kit, symbolizing a stand against bloodshed and violence. This kit, worn during FA Cup matches, was not made available for commercial sale; instead, it was awarded to individuals and organizations making positive contributions to their communities. Recipients included groups like The Stephen Lawrence Day Foundation and Steel Warriors, highlighting the campaign’s commitment to recognizing grassroots efforts in creating safer environments for young people.

Beyond the symbolic kit, the “No More Red” campaign has focused on tangible community impact. Arsenal and adidas have invested in refurbishing local football pitches, providing safe spaces for youth engagement. Additionally, the campaign has established mentorship programs, connecting young people with role models such as actor Idris Elba and Arsenal legend Ian Wright. These efforts aim to offer alternatives to violence by fostering creativity, ambition, and community support. As of 2025, the campaign has entered its fourth year, continuing to expand its reach and influence in addressing the root causes of youth violence.

6. Manchester United x Cadbury – Donate Your Words

In 2020, Manchester United and Cadbury launched the “Donate Your Words” campaign in partnership with Age UK to address the growing issue of loneliness among the elderly in the UK. Highlighting that over 225,000 older individuals often go a week without speaking to anyone, the initiative aimed to encourage people to engage in conversations with seniors in their communities. A poignant moment of the campaign saw 11 elderly Manchester United fans, aged between 61 and 87, stepping onto the Old Trafford pitch as “Guests of Honour” before a match against Watford, replacing the traditional child mascots. This act served as a powerful reminder of the importance of community and connection.

Beyond the matchday experience, the campaign featured storytelling videos where Manchester United players engaged in heartfelt conversations with older fans, sharing memories and emphasizing the value of companionship. These narratives were amplified across various media channels, reaching millions and inspiring many to “donate their words” by initiating conversations with the elderly. The collaboration not only raised awareness about the loneliness epidemic but also showcased how football clubs and brands can unite for meaningful social impact.

7. Newcastle United x Sela – Unsilence the Crowd

In April 2024, Newcastle United and their principal sponsor, Sela, launched the groundbreaking “Unsilence the Crowd” initiative, introducing haptic “Sound Shirts” to enhance the matchday experience for deaf and hearing-impaired fans. These innovative shirts, developed in collaboration with wearable tech company CuteCircuit and the Royal National Institute for Deaf People (RNID), convert stadium sounds into real-time touch sensations. Microphones placed around St. James’ Park capture crowd noise, which is then processed and transmitted to the shirts, allowing fans to physically feel the energy of the game through vibrations. The initiative debuted during a Premier League match against Tottenham Hotspur, where Newcastle secured a 4-0 victory, marking a historic moment for inclusivity in sports.

Beyond the technological innovation, the campaign featured heartfelt gestures, such as Newcastle defender Dan Burn celebrating a goal by signing “Love the fans” in British Sign Language, fulfilling a promise made to deaf supporters. Sela further demonstrated their commitment by donating their front-of-shirt sponsorship to RNID for the match, making it the first time a hearing loss charity was featured on a Premier League jersey. The success of “Unsilence the Crowd” has led to the permanent availability of Sound Shirts at all Newcastle home games, setting a new standard for accessibility and inspiring other clubs to adopt similar initiatives.

8. Bayern Munich x Deutsche Telekom – 5G Stadium Experience

In May 2020, FC Bayern Munich and Deutsche Telekom transformed the Allianz Arena into one of Europe’s most technologically advanced stadiums by implementing 5G connectivity. Eleven 5G antennas were strategically installed throughout the venue, enabling fans to experience ultra-fast data speeds and low latency. This infrastructure supports augmented reality (AR) and virtual reality (VR) applications, allowing spectators to engage with interactive content, such as taking selfies with virtual avatars of players or participating in real-time games that mirror on-field action.

Discover our latest project with Deutsche Telekom, in partnership with the FC Bayern to present the future of the fan experience in stadiums with #5G & #AugmentedReality 💫 👓#AR #Nreal #Sportstech #Sport #SportsBiz https://t.co/1zdIK2rOuT
— Immersiv.io (@Immersiv_) October 12, 2020

The 5G network also enhances the matchday experience by providing real-time statistics, instant replays, and the ability to share high-definition content seamlessly. Additionally, fans can enjoy cloud gaming and other interactive features through the stadium’s dedicated mobile app. This initiative not only elevates the in-stadium experience but also sets a new standard for fan engagement in sports venues worldwide.

9. Flamengo x Banco BRB – Digital Banking Model

In July 2020, Clube de Regatas do Flamengo and Banco de Brasília (BRB) launched a pioneering initiative in the sports and financial sectors by creating “Nação BRB FLA,” a co-branded digital bank tailored for Flamengo fans. This strategic partnership aimed to expand BRB’s national presence and deepen fan engagement by offering a suite of financial products and services, including digital accounts, club-branded debit and credit cards, and exclusive benefits such as ticket discounts and VIP experiences. The initiative quickly gained traction, with the digital bank amassing over 3.5 million customers across 93% of Brazil and extending its reach to 32 countries worldwide.

Quando você se torna Nação BRB FLA, passa a contar com os produtos e serviços de um banco digital completo e gratuito.

Baixe agora o app, crie a sua conta e se junte aos mais de 3 milhões de Rubro-Negros que já estão no nosso time: https://t.co/tbdSLtXlT4 #BRBFla pic.twitter.com/qB52PCJkdk
— Flamengo (@Flamengo) April 16, 2023

The success of Nação BRB FLA not only enhanced BRB’s brand visibility but also provided Flamengo with a new revenue stream through a profit-sharing model based on the bank’s performance. This collaboration exemplifies how sports organizations can leverage their brand loyalty to venture into new markets, while financial institutions can tap into passionate fan bases to drive customer acquisition and engagement. The partnership has been lauded as a benchmark for innovative, purpose-driven sponsorships that transcend traditional advertising, offering a case study in how fintech solutions can be seamlessly integrated into the sports industry.

10. Paris Saint-Germain x Chiliz – Fan Tokens as Engagement Currency

In January 2020, Paris Saint-Germain (PSG) partnered with blockchain platform Socios.com to launch the $PSG Fan Token, powered by Chiliz. This initiative allowed fans to engage directly with the club by participating in various polls and decisions. For instance, token holders voted on inspirational messages to be inscribed inside the captain’s armband, with options like “Ici c’est Paris” and “Our history will become legendary” . Additionally, fans influenced matchday experiences by selecting goal celebration songs and other in-stadium elements.

🔝🪙🔵🔴

Are @PSG_English Fan Token holders ready for 2021? Join thousands who own the official $PSG fan tokens. Get started: https://t.co/2HNVOPbyQS

Powered by @socios x @chiliz #bemorethanafan $PSG⚡ $CHZ pic.twitter.com/2R2z1LPXEQ
— Paris Saint-Germain (@PSG_English) December 30, 2020

The $PSG Fan Token not only enhanced fan engagement but also achieved significant financial milestones. At its peak in April 2021, the token reached an all-time high price of $58.79, contributing to a market capitalization that surpassed $100 million . This success underscored the growing intersection of sports and digital assets, positioning PSG as a pioneer in leveraging blockchain technology to deepen fan relationships and create new revenue streams.

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