Brands don’t invest millions in football just because “everyone is watching.” They do it because football is one of the few cultural territories that simultaneously delivers attention, emotion, and a sense of belonging. Unlike other forms of entertainment, football isn’t passively consumed, it’s lived, defended, and passed down through generations.
Football is one of the few cultural territories that simultaneously delivers attention, emotion, and a sense of belonging.
For a brand, entering football is more than just about gaining visibility, it’s about earning a place in people’s identities.
Today, logos on jerseys and LED banners aren’t enough. Oversaturation and changing fan behaviors have pushed brands to evolve. The real value now lies in brand activations: experiences, programs, and actions that turn sponsorship into something tangible, useful, and emotionally relevant.
Here are 5 standout activations that show how brands can truly make an impact in the football world:
Lay’s RePlay: From Chip Bags to Community Pitches
Lay’s (PepsiCo), together with the UEFA Foundation for Children, launched RePlay, a global program building 5-a-side pitches in underserved communities using recycled packaging. These aren’t symbolic gestures, they’re real, functional spaces built in countries like Egypt, South Africa, England, Brazil, Italy, Mexico, and the U.S., all supported by local partnerships and long-term community programs.
- Communication takeaway: This activation turns “sustainability” from a buzzword into real impact. Lay’s doesn’t just talk about purpose; it builds it, delivering joy, health, and opportunity through football.
- Lay’s positions itself as a brand that prioritizes sustainability and community wellbeing.
- UEFA walks the talk with its “Football for Good” slogan by supporting meaningful, off-pitch projects.
- Communities gain access to safe sports infrastructure and social connection through the world’s most loved game.
Heineken x UEFA Champions League: “Trust Bars” in South Korea
In South Korea, Champions League matches often air in the middle of the night and many fans end up watching them alone. Heineken’s solution was to set up 24/7 Trust Bars, self-service spaces with no staff, just beer, snacks, and a key left for guests. This trusted system aligned perfectly with Korean culture around safety and transparency, allowing over 30,000 fans to experience the competition in a social, welcoming way.
This is brand communication as an experience, not only a message.
- Communication takeaway: This is brand communication as an experience, not only a message. Heineken not only shows it understand the fans, they genuinely improves their lives through an unforgettable experience.
- Heineken increases sales during low-demand hours and earns consumer trust.
- UEFA expands its fan engagement in non-European markets.
- Fans enjoy their favorite competition in a collective, social space, anytime.
Adidas x Parley: Ocean Plastic Becomes Iconic Kits
In partnership with environmental group Parley, Adidas launched limited-edition kits made from recycled ocean plastic. Clubs like Real Madrid, Bayern Munich, and several MLS teams wore these jerseys to raise awareness and promote ocean conservation.
- Communication takeaway: The jersey is sacred to fans. When it becomes a symbol for a greater cause, the message spreads far beyond the pitch.
- Adidas boosts sales through innovation and purpose-driven design.
- Clubs gain global PR and align with sustainability goals, independent of match results.
- Fans participate in environmental action through something they love: their favorite team’s shirt.
Bonus Activations from Around the World
Santander x CONMEBOL Libertadores
A deep-rooted platform built around passion, legacy, and glory, not just visibility. Santander embraced the raw emotional intensity of South American football, with on-site fan experiences and powerful narrative content in finals and important matches through fan zones, the trophy and experiences.
The bank doesn’t try to “modernize” the fan. It honors the cultural depth of Libertadores football.
TotalEnergies x Africa Cup of Nations (AFCON)
More than a title sponsor through naming rights, TotalEnergies built community zones, youth programs, and a campaign connecting football to African development.
The brand goes beyond the game, tying energy to long-term social impact across the continent’s development.
Scotiabank x CONCACAF
Focused on youth football and multicultural engagement across Canada, the Caribbean, and Central America. Their narrative? Inclusion and opportunity through sport.
Scotiabank addresses a key challenge in CONCACAF — cultural fragmentation — by acting as a unifying force.
In today’s football world, brands aren’t winning just by showing up — they’re winning by being relevant. Great activations solve real tensions for fans, deliver business results and long-term reputation boosts and make a positive, lasting impact on the communities they engage.
In an era of short attention spans and growing distrust in traditional ads, brand activations are the real playing field where marketers must earn their place in football culture.