Helping a global beer brand create an unforgettable tournament

A global beer brand had secured a major international sporting tournament sponsorship, but strict alcohol advertising regulations in the host market made conventional activation difficult.

The ambition was to establish a presence throughout the tournament, bring the brand closer to fans on the ground and support trade partners without relying on traditional alcohol advertising.

We developed creative activation concepts and strategic recommendations spanning fan-zone experiences, local events, campaign messaging, social content, fan engagement and on-trade/off-trade partnerships.

Our approach focused on the places and moments where fans were already coming together, finding ways for the brand to participate in the tournament experience within the regulatory restrictions.