Sponsorship Trends from the Biggest Events This Year

One of the most fun parts of working in sponsorship is how it’s always changing. It’s an exciting industry that’s largely shaped by trends, which got me thinking. Why not examine how 2024 has proceeded so far in sponsorship according to all the hottest events?

After all, huge events from New York Fashion Week to Coachella are great opportunities to see new sponsorship trends in action. This overview of emerging trends comes from these events and more, so don’t miss it!

Pickleball Sponsorships Are Huge in 2024

I don’t think you could get away from pickleball if you wanted to. It’s been all over just about everywhere. People love it because it’s easy to learn, a great form of exercise, and fun to play. 

In January, The DinkDunk Pickleball Spa activation in collaboration with Destination Canada debuted in Quebec. The wintertime event allowed players to partake in their favorite pastime (that would be pickleball, of course) while enjoying hot tubs, charcuterie, massages, and a sauna.

It sounds like heaven to me!

Even Coachella got its own pickleball-themed activation this year at The Kitchen Pickleball Tournament. 

As of current, pickleball is the biggest sport in Canada and the United States, so it doesn’t surprise me in the least that brands of all sizes are trying to capitalize on its popularity, especially at huge events like Coachella. 

Temporary Pop-Ups Are Always a Hit

When it comes to activations that draw a lot of attention, you can’t go wrong with a temporary pop-up. More activations this year have featured these creative pop-ups than perhaps ever, and I can think of a few reasons why.

For one, renting a truck is usually cheaper than other types of activations. They’re also very easy to drive success (no pun intended), even if your other sponsorship opportunities have had mixed results.

Attendees love pop-ups because they’re limited-edition. Most are only around for a day or two, tops, then retired or off to another destination. Another reason attendees find pop-ups so great is because they usually give away freebies. 

Sometimes, it’s samples of the products themselves, or a related product. For example, in June, Korean skincare and makeup brand Laneige had a New York pop-up truck to promote its lip mask called Watermelon Pop. 

Laneige handed out samples of the lip mask and served free sorbets in fun flavors like watermelon and mango. 

Strange Bedfellows Can Sometimes Be Successful 

Another trend I’ve noticed that has popped up at events of all kinds so far in 2024 is some partnerships that at first would make you scratch your head. 

For example, Nat Geo appeared at New York Fashion Week in February, where it promoted a docu-series by creating holographic animals that traipsed along the runway. This would have been a head-turning activation regardless, but it was even more successful because it appeared in an unexpected place: the New York Fashion Week runway. 

And that’s not all, of course. For example, in March, Tide had an activation at SXSW. You know, Tide, the detergent brand. Its activation promoted Tide evo with an oversized bottle of the detergent recreated on the concert festival grounds.  

There was more to this unique activation, such as real scientists who displayed how evo worked by staining clothes on purpose and then cleaning them, not to mention photo ops. 

Brands don’t always have on-trend events in which to promote their own products and services. What kind of event would Tide show up at otherwise? So, rather than wait for some expo in which all the competition would be way too steep anyway, brands are increasingly entering unique markets and having huge impacts. 

Sports Are Always Popular Activations

Sports sponsorships sometimes seem like all anyone’s talking about, and that’s because they’re a multi-billion-dollar niche. And while sure, sports brands could exclusively stick to showcasing their products and services at sporting events, that’s not what happens. 

If anything, there’s become a huge convergence of sports and fashion shows and music festivals. For instance, in July, LIV Golf and 160over90 debuted a golf-related Fan Village in Nashville. It featured a mini golf game, a kids’ zone, live music, refreshments, and dunking games. 

There was something for everyone, so of course this activation brought in the guests in droves. 

And then yes, there was the aforementioned Coachella pickleball tourney.  

More Brands Are Getting Involved in Sports Events

And since sports sponsorship has an almost magnetic pull, another trend in sponsorship activations across major events was non-sports brands appearing at sporting events. 

Going back to April, LG debuted its Transparent Conversations activation during the NCAA Men’s Final Four. This activation was all about LG’s on-the-road podcast of the same name. The NCAA and LG teamed together to put on the podcast live. 

Then, at the NBA All-Star 2024, Cheetos and Puma teamed together to bring the Puma x Cheetos Bag Experience. The activation allowed guests to experience life in a Cheetos bag via a maze with mascots. 

Of course, there were plenty of touchpoints where guests could buy Puma gear or Cheetos snacks from a vending machine. 

Television and Movie Premiers Are Getting More Immersive 

Another trend I’ve noticed in sponsorship activations has to do with movie and television premieres. Perhaps it’s because TV is becoming more fragmented, what with all the streaming services and all, but it seems like there’s a more unique effort to promote television programs so they get attention.

For instance, in July, HBO Max converted San Diego’s Bloom Nightclub into a recreation of the Iceberg Lounge to promote The Penguin, its show about the Batman villain. The event was technically associated with San Diego Comic-Con, although it didn’t occur on the show grounds. 

Bloom Nightclub was practically unrecognizable during the activation, which invited guests to explore The Penguin’s layer. Of course, people had their phones out and flashing the entire time, as the activation had photo ops galore. 

More so than that, there were temporary tattoos (as a sort of badge of honor).

These kinds of activations could be just what it takes to encourage more viewers to check out a new show. Of course, those who were interested in The Penguin but aren’t HBO Max customers could consider subscribing to see the program after experiencing the awesome activation. That’s just what HBO Max wants. 

Yearly Activations Become Bolder and More Inventive

Here’s an incentive to knock your next activation out of the park. Those brands that appear at large events and make a huge impact tend to become yearly activations. 

For example, Heineken has been a Coachella sponsor for decades. In 2024, it continued its long-term activation called the Heineken House. This is a live performance that had the likes of T-Pain and Lupe Fiasco this year. 

With plenty fresh Heineken on tap, it’s no wonder Coachella asks for Heineken to come back year and again. Its activation perfectly encapsulates the party atmosphere, providing crisp adult drinks and live entertainment. That’s what Coachella is all about!

And that’s not all. The M&M’s Sweet Tour has hit up major events all summer long in 2024. It visited the Alabama Hangout Fest and iHeart Country Festival in May, then Governor’s Ball Music Festival and Bonnaroo in June. Oh, and the Sweet Tour stopped in Milwaukee in July for Summerfest. 

The touring pop-up vehicle features interactive activities galore, like the ability to make one’s own music at the M&M’s Mixtape Zone as well as live music and plenty of sweets.

And, of course, there’s the partnership between Adult Swim and San Diego Comic-Con. The television channel’s On the Green Fest has been a staple of SDCC for 12 years and counting. Adult Swim works with GDX Studios to produce a larger-than-life party outside the SDCC grounds every year. 

For 2024’s SDCC, the On the Green Party was called the Pirate Parrrty with a pirate theme. The oversized inflatables were for taking photos, and there were also limited-time screenings, dark rides, and giveaways. 

It wouldn’t be SDCC without Adult Swim’s On the Green Party!

FAQs

Do successful activations always require huge budgets?

No, definitely not. These activation examples run the gamut, but ideas such as contests, giveaways, and apps are low-cost but still successful. What matters matter is how engaging the activation is to your audience, who will in turn gravitate toward your sponsor. It’s not about how much money you spend. 

Can I use these activation ideas for my own sponsorship opportunity?

If they’re relevant, yes. However, you shouldn’t flagrantly copy what you’ve seen here. Instead, consider your own audience and what your sponsor’s goals are, then decide how you can build on some past successful activations and make them even better. 

Conclusion 

Sponsorship activations are always evolving and becoming increasingly enticing in today’s technologically-driven world. Long-term partnerships continue to create new and innovative ideas, while fresher brands break in and make ginormous impacts. 

These activations are larger than life, but yours don’t have to be. Finding ways to connect your audience and sponsor and get them interacting with one another is the way an activation will deliver results. 

At the end of the day, fun inflatables, free food, and live entertainment are nice but not always needed. If you can think outside the box and find a way to connect with your audience while getting your sponsor in front of them, you’re on the right track.

Of course, the team at the Sponsorship Collective is available to help you get your activation ideas geared up for success. Schedule a call today.