Are you looking forward to the many sporting events on this summer?
From the excitement of Euro 2024 to the spectacle of the Paris Olympics, there are plenty of opportunities for UK brands and retailers to engage with audiences and drive sales.
We’ve already seen plenty of big activations in the run up to the summer, providing inspiration your brand can use to score big in future sporting events.
A Chance to Attend the Big Events
Lidl are leveraging Euro 2024 excitement with its Lidl Kids Team promotion, offering the chance for children to be an official UEFA EURO 2024 player escort. They're also encouraging customers to join the Lidl Plus membership scheme, giving members the chance to win all-expenses-paid trips to Euro 2024.
Old El Paso has partnered with Team GB for the Paris Olympics with their ‘Make Some Noise for Your Home Team’ campaign. This includes VIP ticket giveaways, on-pack promotions, and a multimillion-pound media investment featuring athletes like double Olympic swimming champion Tom Dean and BMX gold medal winner Bethany Shriever.
Community Engagement
Kellogg’s are focusing on grassroots activity with a football-themed aisle takeover, offering 30,000 spaces for kids at football camps. This initiative aims to promote healthy, active lifestyles and generate engagement with their cereal brands.
Aldi UK has extended its partnership with Team GB until the 2032 Brisbane Olympic Games. They’re offering exclusive ticket giveaways, engaging staff in the #MovewithTeamGB dance challenge on TikTok, and aiming to educate one million young people on cooking healthy meals with their ‘Get Set to Eat Fresh’ programme by the end of 2024.
Limited-Edition Products and Campaigns
Unilever is running a multi-brand partnership with the Euros, including brands from its personal care and food portfolio. Hellmann’s is the tournament’s ‘Official BBQ Partner’, with limited-edition bottles and an £8m ‘Up your BBQ’ campaign featuring England’s Jack Grealish. This campaign spans TV, out-of-home billboards, in-store displays, and social media.
PepsiCo is also running a cross-brand activity in Sainsbury’s featuring Pepsi and Walkers. They are offering £3,000 in Argos gift cards as a competition prize, encouraging customer engagement and boosting product visibility.
Although most of the activity we are seeing is from the big global events, there are plenty more opportunities to tap into this summer, including; Wimbledon, the Six Nations Championship, and the World Athletics Indoor Championships.
What are you doing to tap into the Summer of Sport?
Whether it's competitions, exclusive offers, or community programmes, there are countless ways to boost loyalty and sales during this exciting time.
If you need inspiration for future events, we're here to help. Just reach out and we can delve into our library of store photos and insights.
Get in touch if we can do anything to help you or your brand.
All the best,
Ella and the May Insight team.
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