4 Successful Examples of Unconventional Sports Sponsorship Campaigns

Sports sponsorships are a marriage between a brand and a sporting event or organization. This can take shape in many ways, from logo placements on jerseys to digital experiences in real-time. In this article, we will dive into how four brands have taken an unconventional route with their sports sponsorships. 

Gatorade teams up with the NBA, virtually…

Gatorade’s partnership with the National Basketball Association (NBA) took an innovative turn when they introduced virtual jerseys in the NBA 2K video game. Players have the option to use Gatorade products in the game in order to feature the Gatorade logo on their virtual jersey. This is a way a brand is seamlessly integrating itself into the virtual sports experience. It even goes a step further: Gatorade has become a “boost” in the 2K game which means players can improve their player’s stamina with a Gatorade. 

 

TUMS®, the next big player in the Super Bowl?

It may seem like a stretch to have a brand like TUMS®, offering relief for stomach pain and discomfort to be partnering up with the Super Bowl, a day filled with football and every kind of “bad” food on the market. TUMS® went a step further and decided to collaborate with DraftKings to launch TUMS® Prop Bites, which is a platform where fans can freely pick their favorite food and compete with the rest of the nation. While the winner of the “best half-time snack” may not see their favorite NFL team win, they will win a big cash prize. 

This campaign or launch of a new platform, shows how TUMS® is thinking outside the box of sports sponsorships and taking a big day like the NFL and making it reachable and engaging to people who show up for the Super Bowl just excited about the snacks. 

Monster Energy, the beverage for niche sports…

Monster Energy has carved out a niche by sponsoring action sports events such as skateboarding, BMX, and motocross. By aligning with extreme sports culture, Monster Energy has built a brand image synonymous with adrenaline-pumping activities, resonating with a younger and more adventurous demographic.

One notable campaign that Monster has created is  “Unleash the Beast,” executed across its sports marketing initiatives. This campaign emphasizes the brand’s association with high-energy and exhilarating experiences.

As part of the “Unleash the Beast” campaign in action sports, Monster Energy has collaborated with athletes in sports like skateboarding, BMX, motocross, and snowboarding. The campaign features visually striking content, featuring athletes performing tricks and stunts while prominently showcasing the brand.

Red Bull, the face of extreme sports…is social 

Red Bull has successfully positioned itself as a major player in the world of extreme sports. Through events like Red Bull Stratos (space jump) and Red Bull X-Fighters (freestyle motocross), the brand has created a strong connection with adrenaline-driven sports enthusiasts, effectively leveraging its association with high-energy activities.

One of Red Bull’s latest campaigns plays into celebrating friends and the energy friends bring to social gatherings. This angle was different from the typical sports sponsorship route, but still went a gaming route by creating a campaign that encourages people to nominate friends who bring extra energy to events or social gatherings. Getting a trophy for being a social butterfly, sign me up! This campaign not only was a great way to highlight the brands commitment to community gatherings, but went a step further encouraging energy and excitement at these events or social hangs. 

Check out the video below

Red Bull Chinese New Year Campaign from Dao Insights on Vimeo.

Sports sponsorship campaigns that challenge the typical narrative, while also speaking to the audiences’ interests and needs will win long-term. 

If you’re interested in learning about youth sports sponsorships as a unique new channel for brands, download our Ultimate Guide to Youth Sports Sponsorship.