As Euro 2024 draws to a close, the summer of sports and entertainment is truly underway with brands big and small, sponsors and non-sponsors already capitalising on the power of these events in capturing the world’s attention.

As marketers, such powerful cultural moments provide rich territory for those looking to boost brand love and affinity amongst their audiences. Yet, whilst summer events may be short-lived, the opportunity for brands to create lasting memories with consumers, and in turn drive a longer-term commercial impact as a result, shouldn’t be underestimated. And we know that campaigns that connect emotionally reap the most rewards when it comes to driving action.

This is particularly true for consumer brands targeting younger generations, who are not only more impressionable but also a lot more likely to spend more when watching and attending events. In fact, figures from the British Retail Consortium last week showed that almost one in four (24%) 18 to 24-year-olds intend to spend more on groceries during Euro 2024, compared to less than one in twenty (4%) over 55s.

Taking a trip down memory lane, here are a few of the most iconic brand sponsorship campaigns over recent years and what we can all learn from them.

Heineken House – Barcelona Olympics, 1992

Since opening its doors, the Heineken House grew into the hottest ticket in town for fans from all over the world to celebrate unforgettable Olympic moments. Known for hosting global sports stars and celebrating heroic medal winners, this unique place to stay had all the facilities that a thrill-seeking traveller could wish for, and more.

Heineken has managed to keep the spirits high with the same activation for more than 20 years with its consistency of providing an unforgettable experience to its customers. They have also leveraged opportunities of brand partnerships such as Coachella Festival and Booking.com, keeping the House relevant and reaching new audiences.

The Kate Moss Effect, Hunter – Glastonbury 2005

In 2005, Kate Moss attended Glastonbury Festival wearing a simple but iconic outfit of black Hunter wellington boots, denim shorts, and a gold top. This look not only epitomised festival fashion, but also revived the Hunter brand for a new generation and set a trend for must-have festival attire.

Moss’s Glastonbury look had an immediate and profound impact. It transformed the perception of wellington boots from purely functional footwear to a fashion statement, leading to a significant increase in sales for Hunter Boots and making them a summer festival staple​. Culturally, it cemented the “festival chic” style, influencing festival-goers and fashion brands alike for years to follow. The commercial impact was substantial, saving Hunter from financial struggles and boosting their market presence​.

Paul the Octopus, SEA LIFE – FIFA World Cup, 2010

Paul the Octopus, housed at SEA LIFE Centre in Oberhausen, Germany, stole the hearts of many and gained worldwide fame during the 2010 FIFA World Cup by accurately predicting the outcomes of multiple matches, including the Final. Paul’s predictions became a global sensation and talking point at pubs across the UK, earning extensive media coverage and a cult following. Culturally, he’s became a symbol of the World Cup ever since, inspiring memes, merchandise, and even songs, while commercially, the SEA LIFE Centre experienced a surge in visitors and international fame.

Paul is ‘Our Octopus Teacher’ when it comes to creating talkability. We can learn a lot here about the value of creating memorable, shareable moments that transcend their original being to become unexpected sources of entertainment, ultimately boosting a brand’s visibility and cultural relevance.

James Bond Skyfall, Sony/MGM – London Olympics 2012

In what would be the ultimate Bond movie opening, and perhaps one of the most iconic Olympic moments, London 2012 saw the Queen bringing in the Daniel Craig-portrayed 007 to give him his next mission… kicking off the Games’ Opening Ceremony. To the surprise of many, a daring Queen joined the secret agent in a skydive into the London stadium, and become a front page and global online sensation overnight.

James Bond is synonymous with Britain and its heritage which is partly one of the reasons why it worked so well – the values aligned; the faces it featured were perfect partners, it showcased Britain at its best… it simply made sense. Secondly, it made something quite serious and proper (the Royal Family and an agent tackling special missions) comical. What happened was completely unexpected and provided great entertainment for the audience.

Never settle, never done, Nike – Women’s Euros 2022

A long-term supporter of women’s football, Nike leveraged the Women’s Euros 2022 to shine a light on how this journey began and used this moment to showcase women’s football at a grassroots level. Through a short film highlighting iconic female players including Lioness Captain Leah Williamson, as well as girls from grassroots teams across Europe, the campaign spotlighted the incredible quality and determination of these players and the brand’s investment in girls starting on this journey.

The brand then extended its campaign in the UK, the host nation of the tournament, through a series of projections showing professional players being ‘never done’ across landmarks including the white cliffs of Dover and powerful messages that rallied the nation behind the Lionesses.

Culturally, the campaign hit the back of the net in terms of highlighting Nike’s emotional tie with the women’s game. But it also went further, with meaningful partnerships that push for greater access at the grassroots level through initiatives such as The Women’s Soccer School, Level7Academy and Rebel Girls.

Nike’s presence as a global player and its natural association with the sporting world enables it to galvanise both support and brand affinity. But it’s Nikes commitment to grassroots support that really increased the authenticity and effectiveness of this campaign in cutting through.

Hey Jude, Adidas – EURO 2024

Adidas last week launched its campaign for the Men’s Euros 2024 centred on the prowess and success of Jude Bellingham. What makes this campaign so impactful is how it resonates with a broader audience through its simplicity and emotional appeal. The campaign, titled “Hey Jude, You Got This,” taps into the cultural and emotional zeitgeist, leaning on the power of a universally recognisable anthem to connect with football fans and beyond.

The genius use of this Beatles song and its subsequent popularity amongst England fans shows just how powerful music, and in this case a timeless classic, can be in helping a brand create stickiness for its campaign. Meanwhile, Spotify has reported that downloads of Hey Jude by The Beatles have rocketed in the last week, again evidencing the real world impact the campaign is having.

Here, Adidas has successfully positioned itself as not just a sportswear manufacturer, but a champion of young athletes’ journeys and aspirations. It’s a message of encouragement and confidence, aiming to inspire both the player and fans alike, and one surely to be remembered for years to come. Making these emotional connections are crucial, especially for younger generations who seek brands that reflect their values and aspirations.

If you’d like to know more about the Brand team, please do get in touch.