The RedBull Racing F1 Team, in particular, is always very active, both with digital and on the field activations. All these contents have provided and still are providing a strong platform to engage and communicate with fans and consumers. When it comes to sponsor activation examples and sponsorship activations, one cannot fail to mention Redbull: the company of the most famous energy drink that has invested in sports since the very beginning and has created great unconventional events and activities related to its sponsorship programs and therefore created a huge number of contents. We have selected 5 of them, all in motorsport. In this article we’d like to lead you through some unconventional and interesting sponsorships activation ideas. Motorsport, and F1 specifically, has always been one of the most innovative sports fields, not only from a technological and sporting point of view but also for marketing activities and engagement. So, back to your question: sponsorship activations are a whole series of actions that allow you, as a brand/company to interact actively with your target, engage them in a concrete way so that the memory of the brand / product is strong and positive at the time of the purchase. Brand awareness is certainly important when you chose to invest in a sport sponsorship, it’s part of the so called “sponsorship package” but then you have to design and build collateral activities to actively talk to your target thus creating a deeper and stronger relationship. Let’s go back to the basics: the display of the brand/logo on the livery of a racing car, on a motorbike, on the jersey of a football or cricket club or on the boards at the side of the tennis court or a stadium are not enough to engage your customers/fans in an active and memorable way. You may ask yourself: what does this mean? What is an activation? In order to be successful and effectively reach their audience, companies/brands that invest in a sponsorship program should also invest in an activation program. Yes, because sponsorship activations in sport are a fundamental and pivotal part of any partnership and project you invest in. We talked and wrote about activations several times and we shared and analyse many sports activations ideas and examples we won’t be stopping soon.
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