Welcome to the automated Brand Tracker diaries.
After Ten Years: Coca-Cola Becomes a Bundesliga Sponsor Again
Goal: Increase brand visibility in sports
Summary: Coca-Cola has announced that it will become a sponsor of the Bundesliga after a ten-year hiatus. This return to sponsorship aims to enhance the brand's visibility and engagement within the popular football league.
New Balance filmed a slow-paced ad for a boot made for speed
Goal: To convey that becoming a fast football player takes time and cannot be rushed.
Claim: A fast football player cannot be made overnight.
Media: Film, social media
Summary: New Balance Football launched the 'Can’t Be Rushed' campaign for their new Furon football boot, emphasizing that while the boot is designed for speed, becoming a fast player requires time and practice. The film features Yan Diomandé training without rush, showcasing individual effort rather than explosive play. The campaign promotes the idea of appreciating the simple joy of practice.
Mom Store celebrates the beautiful game of parenthood during World Cup season
Goal: Make Mom Store culturally relevant during the World Cup.
Claim: The beautiful game of parenthood.
Media: Social media and digital assets
Summary: Mom Store has launched a social-first campaign titled 'For the Love of the Beautiful Game' in partnership with Think Human, intertwining football terminology with parenting experiences during the World Cup season. The centerpiece is a hero film that showcases family moments through the lens of football commentary, aiming to resonate with parents and young families. The campaign emphasizes the small victories and challenges of parenthood, making it relatable and engaging for the audience.
The NFL Merch Designer for Stars Like Taylor Swift Is Making a Chair for La-Z-Boy
Goal: To engage football fans and promote custom furniture
Summary: La-Z-Boy is launching a contest that allows one winner to receive a custom recliner designed by fashion designer Kristin Juszczyk, featuring their favorite football jersey stitched into the backrest. This initiative reflects the intersection of sports fandom and personalized furniture.
Burberry Celebrates the Passion of British Fans for Football with the Campaign ‘A Good Sport’
Goal: Celebrate British football fandom and introduce autumn collection
Media: Film, Photography
Summary: Burberry has launched a new campaign titled 'A Good Sport' which focuses on the excitement and sense of belonging among British football fans as they anticipate matches. The campaign features a star-studded cast including Jason Sudeikis and Rome Beckham, highlighting the essence of fan culture and the brand's connection to the sport. Creative direction is led by Daniel Lee, with the autumn collection reimagining classic football attire.
Premiere: Naranja X invited to immortalize the GOAT on fans’ shirts
Goal: To immortalize the legacy of the greatest of all time in fans' shirts during the tournament.
Claim: The GOAT already occupies an indelible place in football history.
Summary: The 'GOAT Infinito' campaign by Naranja X aims to celebrate the legacy of the greatest of all time in football by allowing fans to permanently carry it on their shirts. Through this initiative, fans are invited to commemorate the captain's achievements during the tournament, as the shirt symbolizes shared memories and emotions among the Argentine people. Julieta López from Naranja X emphasized the importance of understanding what truly matters to people during significant moments, while Lucila Castellani stated that legends become eternal, and the symbol created embodies this sentiment.
Timvision Returns to TV with Massimo Lopez and Gigi D’Alessio for the Football Offer
Goal: Promote the new football streaming offer
Claim: Watch all Serie A matches and UEFA Champions League games
Media: Television, Digital
Summary: Timvision is launching a new advertisement featuring Massimo Lopez and Gigi D'Alessio to promote its revamped football offer ahead of the new season. The campaign introduces the new Timvision logo and emphasizes its role as a streaming aggregator in Italy, providing access to various popular platforms and content, including Serie A matches and UEFA competitions.
Hyundai Upgrades World Cup Stunts With First Robot-Powered Halftime Activation
Source: https://www.adweek.com/convergent-tv/hyundai-world-cup-robot-halftime-activation/
Goal: Showcase innovation and the future of soccer
Claim: Next Starts Now
Media: FIFA World Cup events
Summary: Hyundai Motor Company executed the first robotics-powered halftime activation at the FIFA World Cup, featuring Boston Dynamics' Atlas robot delivering the match ball and performing goal celebrations. This activation demonstrated the real-world capabilities of the humanoid robot and was part of Hyundai's broader 'Next Starts Now' campaign, aiming to showcase innovation in football. The company's strategy involved breaking through the advertising noise on a global stage like the World Cup.
TombrasNiña, Jägermeister, and Rolito Join Forces Before Argentina’s Semifinal with England
Goal: To allow Argentine fans to find and freeze bottles of England before the semifinal match.
Claim: Freeze England
Media: Social media
Summary: Jägermeister, Rolito, and TombrasNiña teamed up before the semifinal match between Argentina and England to freeze England. They froze bottles with England labels in Rolito freezers at service stations, allowing Argentine fans to find them for their pre-game rituals. The locations of these freezers were shared on social media in the hours leading up to the match.
Yard Football Center Redefines the Fan Zone Experience
Goal: Enhance fan engagement and experience
Summary: Yard Football Center is redefining the concept of fan zones to improve the experience for attendees. This initiative aims to create a more engaging and interactive environment for football fans during events.
Sponsoring Switzerland: Brack Wins the 7th Sponsoring Excellence Award – Media Partner
Source: https://www.persoenlich.com/mediapartner/brack-gewinnt-den-7-sponsoring-excellence-award
Goal: To provide real value to fans and promote engagement through sponsorship
Media: Stadium events, merchandising, creative activations
Summary: Brack has become the naming partner of the Brack Super League for the 2025/26 season, expanding its role as a partner of youth football in Switzerland to include the highest tier of Swiss football. Through innovative approaches and integrating various marketing mix elements, Brack aims to offer value to fans, customers, and employees alike. The project was recognized at the Sponsoring Excellence Awards for its comprehensive approach and effective integration with the company's strategy.
‘The Theory 116’: How to Turn a Statistic into Brand Conversation
Source: https://ipmark.com/la-teoria-116-como-convertir-dato-conversacion-marca/
Goal: Connect with football fans and generate digital engagement during the 2026 World Cup.
Claim: I have to tell you something. Spain is going to win the World Cup, and I can prove it.
Media: Digital platforms
Summary: MediaMarkt launched 'La Teoría 116' with agency After to connect emotionally with football fans as Spain participates in the 2026 World Cup. The campaign, featuring footballer Andrés Iniesta, links the historical significance of Spain's first World Cup victory to current events, aiming to enhance brand visibility and reinforce their reputation as a television specialist.
Final of the 2026 World Cup: Brand Actions Supporting La Roja
Goal: Engage fans and support the national football team
Media: Social media, public events, digital activations
Summary: As Spain prepares for the historic FIFA World Cup 2026 final against Argentina, brands are actively engaging with fans to support La Roja. Initiatives include watch parties, digital challenges, and transforming mobile network names to showcase support messages. Companies like Movistar, Vodafone, and Orange have modified their mobile identifiers temporarily, while Hellmann’s has launched experiential activations for fans in Madrid.