Six ways to activate sponsorships via social & digital platforms

But the digital ecosystem is complex and constantly evolving. So how exactly can sponsors harness its massive potential? Here are a few ways that brands and rights-holders can drive awareness, engagement and impact through digital activation.

Social media campaigns: Social media platforms like TikTok, Instagram and Snapchat are key to digital sponsorship activation – since they provide an opportunity for brands to get consumers working on their behalf. The big win is if brands can encourage social media users to share stories and participate in brand-led initiatives. 

As long ago as the FIFA World Cup 2010, Coca-Cola hit on a winning idea when it invited fans to post their own celebration dances, taking an authentic part of the event experience and transforming it into an engaging campaign. More recently, Carlsberg has used its association with Liverpool FC to launch some eye-catching campaigns based around the company’s iconic association with the colour red. These have included limited edition red lager cans and even a red beer.

Social media campaigns can incorporate some of the themes outlined below (eg creator partnerships) – but with the right idea it is also possible to leverage existing assets such as venues, colours, current playing staff and associated legends.

Branded content: Branded content exists across all media (TV, film, press, radio, etc). But there is no question that the emergence of platforms such as YouTube has led to an outpouring of activity – since digital offers greater creative freedom for brands. For sponsors that get branded content right, it offers a way to combine incisive brand messaging with genuine entertainment – the perfect alignment of interests. 

Red Bull is arguably the most sophisticated example of this – its deep-rooted association with action sport creating endless examples of memorable content. But branded content can also be used to support a more specific set of rights. One of the most memorable examples is Samsung School of Rugby, which saw comedian Jack Whitehall put through his paces by the England Rugby Union team. This was part of the Korean tech giant’s activity around the Rugby World Cup 2015.

Gaming and esports integration: Gaming and esports are intriguing opportunities for sponsorship. From in-game placements to esports team partnerships, brands can connect with young, highly engaged audiences at scale.

In terms of the gaming opportunity, there have been some surprising associations – which demonstrate the diverse nature of the opportunity. In 2019, for example, Louis Vuitton created limited edition in-game skins for League of Legends characters. Axe’s partnership with Fortnite and McDonald’s’ association with Minecraft are other examples of partnerships between blue chip brands and gaming franchises.

Esports is not strictly speaking a ‘digital sponsorship’. But the tech-savvy nature of the audience, combined with the importance of platforms like Twitch to the esports ecosystem, make it perfect for cross-platform activation. Mastercard has been very active in this arena, through partnerships with events like the Esports World Cup and League of Legends World Championships. As part of its activation, the brand offers online experiences including behind-the-scenes content and digital promotions.

Creator Collaborations: Arguably the hottest area right now, creators and influencers are often a crucial conduit to highly engaged online communities. By collaborating with creators, sponsors can achieve authenticity and relatability. In doing so, they are able to turbo-charge their message and massively expand their digital reach.

Not surprisingly there is a growing number of examples of this in action. For example, as an official FIFA World Cup sponsor, Adidas invited a roster of global creators such as Chunkz, Yung Filly and Jude Bellingham’s social circle to attend matches, create lifestyle content, and spotlight Adidas products. Visa did something similar at the 2023 FIFA Women’s World Cup. Here, creators including Ellie Roebuck and Lieke Martens shared behind the scenes videos and promoted Visa’s contactless tech. 

Any kind of partnership can act as the platform for this kind of creator-enhanced activation. For example, as the official outfitter of Wimbledon, Ralph Lauren hosted fashion and lifestyle creators such as Emma Chamberlain, Matilda Djerf and Lydia Millen at the tournament, dressing them in Ralph Lauren outfits.

Interactive digital experiences: Some of the most memorable sponsorships invite fans to participate through the use of ground-breaking digital tech. Interactive experiences such as virtual meet-ups, augmented reality filters, games, and digital collectibles give audiences an opportunity to participate at a more immersive level, transforming passive viewing into active engagement.

Heineken has led the way in this area, using its UEFA Champions League sponsorship to create match prediction games and AR filters that enable fans to celebrate like their favourite players. Among more recent examples, Manchester City teamed up with Sony to create the Man City Virtual Etihad Stadium – an interactive fan experience. Accessed via an app, users can take part in a virtual fan community, where ‘Cityzens’ from the UK, US and Japan can connect and celebrate the club throughout the season. Fans can create a personalised avatar and participate in a variety of activities including daily challenges, social events, minigames and co-creation functions.

AR/VR can also have a backroom function. When F1 team Mercedes-AMG Petronas joined up with TeamViewer in 2021, it said that the company’s AR solutions would help improve the speed and cost of problem solving at Grand Prix events.

Email, CRM, and data-driven activations: Perhaps not so glamorous - but sponsorships can also be activated through communication channels like newsletters, fan clubs, and loyalty programmes. Emirates, for example, uses Arsenal FC’s channels to deliver content and offers via the club’s digital membership platform.

This approach works well wherever there is a powerful connection between the rights holder and its community. Rolex and Wimbledon, Santander and Ferrari, HSBC and the Open Championship are a few other prominent examples.

While a lot of sponsorship is about brand-building, the beauty of this data-led approach is that it is measurable. Sponsors can track engagement, click-throughs, and conversions to assess the partnership’s value.

Final Thought

There’s no question that digital platforms have transformed sponsorship, by offering a range of ways to engage directly and in real-time with audiences. From branded content to creator partnerships to immersive AR experiences, sponsors across all sectors and budget brackets should consider how digital activations can achieve their objectives and unlock opportunities that perhaps they hadn’t previously considered

Did you know: there is a Social Media & Digital Sponsorship category in the UK Sponsorship Awards? You can find out more here. Last year’s winner was Skoda, for a Tour De France activation delivered by Leo Burnett UK. Brands that reached the final included Marriott Bonvoy, DHL, TCS and Standard Chartered.

There are also separate UKSA categories for Branded Content, Gaming & Esports, Best Use Of Talent & Creators, and Best Use of Tech. All of these are also possible entry points for brands seeking to enter the 2026 Awards Programme.