5 Clever Ways Brands Took Advantage of Major Sporting Events
Not every brand can afford official sponsorship of the world’s biggest tournaments. But some find creative — and sometimes cheeky — ways to tap into the excitement without paying huge sponsorship fees.
Here are five fascinating examples of brands that successfully leveraged major sporting moments to their advantage:
1. Budweiser – Euros 2016
Budweiser weren’t official sponsors of the Euros, but that didn’t stop them from joining the party. For one month, they offered every Wales fan a free Budweiser as the team’s surprise winning streak captured the nation’s attention. The result? A wave of positive public reaction — and no pushback from tournament organisers.
2. Puma – Women’s Euros 2022
Ahead of the Women’s Euro Final at Wembley, Puma snapped up advertising space at Wembley Station. Their campaign featured female players they sponsored, wearing Puma gear with slogans like “Faster Football” and “Our Time.” Although the ads referenced “UEFA Women’s Euro” indirectly, they avoided trademarked terms. The campaign was ultimately removed three days before the final, but not before Puma made its mark in a high-visibility location.
3. Volkswagen – World Cup 2014
Volkswagen found a playful way to ride the World Cup wave without official endorsement. During ESPN coverage, whenever a goal was scored, a VW Golf (in the colours of the scoring nation) would kick a ball into a net — with the commentator shouting “GOOOOLF!” It was cheeky, funny, and toeing the line — but ultimately ran with no issues.
4. Puma – Olympics 1996
Reebok may have paid over £25m to become official Olympic sponsors, but Puma stole a piece of the spotlight. At a press conference before the Games, British sprinter Linford Christie appeared wearing contact lenses with the Puma logo in the centre of each eye. The stunt drew global attention. While no action was taken at the time, the IOC quickly updated its rules to prevent similar moves in the future.
5. Peperami – Euros 2016
Peperami’s football-themed UK-only promotion during the 2016 Euros is a great example of a brand knowing its voice. The campaign leaned into football culture with cheeky humour, offering a cash prize of “2,016 Euros” — cleverly using the word “Euros” as a currency amount, not as a reference to the tournament itself. The promotion fit the brand’s irreverent tone perfectly and ran smoothly without any issues.
The Takeaway
These stories highlight how brands can punch above their weight by being creative, daring, and a little cheeky. From free beers to logo contact lenses, these campaigns prove that sometimes the smartest plays come from those on the sidelines.
