2024's Best Brand In Digital Partnerships Is...

👋 Welcome back to Sponcon Sports, a weekly newsletter dedicated to sponsored content strategy in the sports industry!

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Thanks again for your continued support. Now, let’s dive into this week’s edition!

In Today’s Edition:

• Top Brand In Digital Partnerships 🤳

• Liverpool’s In-Flight Entertainment ✈️ 

• Squid Game Lands In Genoa 👶

🏊️ DEEP DIVE
How Creativity And Purpose Defined 2024’s Top Brand

Sponcon Sports’ awards season continues with a spotlight on 2024’s best brand in sports digital partnerships.

Last week, we celebrated the top brand-rightsholder partnership. This week, we’re honoring a brand that’s excelled across its partnership portfolio.

The winner? Google Pixel!

What makes them the best? A deep understanding of their audience—who uses their product, how it’s used, and who should be using it.

Each partnership had a clear purpose, with no one-size-fits-all approach.

The result? Fan-focused storytelling and seamless product integration that highlighted Google Pixel’s versatility and impact.

Liverpool FC: Pixel Perfect Highlights

What a kickoff to Google Pixel's first season as a Liverpool FC sponsor!

Their key digital asset? On-field highlights shot on a Google Pixel - which stole the spotlight in March’s nailbiting 1-0 victory over Nottingham Forest.

In the climactic 99th minute, as Darin Núñez headed in the game-winning goal, the LFC content team was perfectly positioned, Google Pixel in hand, capturing every thrilling second.

But the real cherry on top? Liverpool’s captain, Virgil van Dijk, grabbed the phone and recorded the ensuing celebration before the phone then became part of the celebratory scrum with Núñez and his teammates.

This highlight was branded throughout with a “Shot on Google Pixel” logo, and exploded across social channels, generating nearly 10M views and over 600K engagements - not to mention some earned media pickup in The Daily Mail, Sport Bible, and more.

Putting the Virgil van Dijk moment aside, there’s a reason this is one of the most common sponsored content series across properties (e.g. Toronto Raptors, Arsenal, NWSL).

• It gives fans a field-level angle of the action on the pitch only the rights holder can provide.

• The content matches what works on social - raw, phone footage.

• The product is good enough to capture content worthy of posting on social media.

• The brand message speaks for itself by simply including the Shot on Google Pixel logo.

Most importantly, on-field highlights are an easy sponsorship asset to activate and tell fans that the Google Pixel is capable of making sure your sports memories will stay with you far beyond the final whistle.

Note: my complete breakdown of this Liverpool x Google Pixel activation can be found here (see Sponsored Content of the Week).

House Of Highlights: Instagram Story Takeovers

House of Highlights delivered substantial value to Google Pixel through Instagram Story takeovers during the 2023-2024 NBA season.

During those takeovers, Google Pixel secured 100% share of voice across ~14 frames. This includes a tag via the branded content tool in each frame, along with #BroughtToYouByGoogle appearing in seven frames.

Note: It was smart of the brand to launch this series with a media partner rather than a team partner, given the team partner likely would have other commitments that wouldn’t allow for a complete takeover.

While Instagram Story takeovers are not a new concept in sports, HoH elevated them by prioritizing engagement, showcasing product features, and aligning the brand with the content through best-in-class storytelling.

Google Pixel holds the designation as the Official Fan Phone of the NBA and WNBA, a crucial aspect being its role as the "fan phone."

The storytelling was flawless. Consider your phone usage during a game. All coverage was captured from a fan's perspective (albeit one with excellent seats), subtly showcasing various use cases—from wide-shot videos to quick zooms, food photos, interviews, and portrait mode.

Nevertheless, both photos and videos exhibited crisp quality, and credit goes to HoH for the clarity and layout of on-screen graphics.

From this takeover, fans left with the understanding that the Google Pixel 8 Pro is tailored to meet the needs of a basketball fan, offering specific features that set it apart from the competition.

Note: my frame-by-frame analysis of the House Of Highlights takeovers can be found here (see Sponsored Content of the Week).

SLAM Magazine: Photographed On Google Pixel

Google Pixel entered the print space this Spring.

To celebrate the WNBA season tipoff, Google Pixel teamed up with Slam Magazine for a historic milestone: the 250th issue. It featured rookies Angel Reese and Cameron Brink—shot entirely on a Google Pixel.

The collaboration was impossible to miss.

“Photographed on Google Pixel” was prominently displayed on the covers and within each web story (Reese story + Brink story).

They were also tagged in behind-the-scenes social content (Reese BTS, Brink BTS, Both BTS), reinforcing the high-quality photos that a Google Pixel camera can capture.

This is product integration done unexpectedly—positioning the Pixel camera beyond the UGC realm (as laid out above) and rather as a pro-level tool for capturing iconic sports moments.

Note: my Google Pixel x SLAM Magazine case study can be found here (see Sponsored Content of the Week).

Portfolio Collaboration: Pixel FC Academy

This fall, Google Pixel and The Powerhouse Project launched the Pixel FC Academy.

The mission? To boost the visibility of the women’s game and increase the number of women working in sports media by creating a clear pathway for the next generation of talent.

Starting in 2025, participants will gain hands-on experience and expert training, working with top professionals from partners like Arsenal FC, Liverpool FC, The FA, YouTube, 90Mins, and ITV Sport.

They’ll also get first-hand opportunities with some of the country’s best players—think pitchside access at WSL and Lionesses fixtures, plus interviews with stars from Arsenal FC Women and Liverpool FC Women.

The program creates opportunities for women in sports media, positions Google Pixel as a leader in advancing equity, and integrates its product into the storytelling and content creation process. By leveraging its partnerships with high-profile organizations, it builds credibility and ensures the program resonates with its audience.

The Takeaway

Google Pixel didn’t just sponsor; it enhanced the sports experience by connecting fans, athletes, and creators through its technology. From pitchside to print, its partnerships were creative, purposeful, and impactful—proving why it deserved the title.

🔍 SPONCONSPIRATION
Steal These Ideas

When I saw Liverpool’s Japan Airlines-sponsored series, In-Flight Entertainment, I immediately saved the name. The potential for airline brands across sports is HUGE. Imagine a sponcon series highlighting action in the air—home runs, dunks, headers, passing touchdowns, and so much more!

You’ve got to check out this email from the Buffalo Sabres. They used a photo of Buffalo Bills running back Ray Davis taken while he was mic’d up at KeyBank Center to promote a sweepstakes for a chance to win glass seats. It’s got me thinking—moving forward, how can I bring athletes or influencers to games who attract specific audiences for Bleacher Report-style mic’d up content? Adding usage rights to the partnership would be a game-changer, allowing repurposed images and videos to promote sweepstakes or even serve as paid media creative for ticket sales.

Staying in Buffalo, there was only one choice for which Bills player would be the face of this Barefoot Wine sponcon: Mack Hollins.

Genoa CFC players will take the field against Napoli on Saturday with a special third kit to celebrate the second season of Squid Game. Here’s a closer look at the new look.

The Washington Wizards’ Race To The Rim has all the ingredients for a perfect sponsored in-arena contest, built for social media. Fans tune in to see who wins and whether they can beat the fastest time of the season. Make it a sellable asset by giving a brand 100% of the LED signage during the activation (no logo overlays needed on social media!), brand the balls and rim, and tag the partner in the post. Boom—engagement inside and outside the arena.

The Pop-Tarts Bowl partnered with GE Appliances to create the event’s new trophy with a built-in WORKING toaster!

When @NFLOnPrime uses the 360 camera for player runouts (and teams collaborate), the numbers are massive—Travis Kelce: 1.2M views, 8.4% engagement; Dre Greenlaw: 1.1M views, 7.8% engagement. See how Hy-Vee shows up in the Kansas City Chiefs video? Add a partner tag and you’ve got yourself a great “Tunnel Cam” package.

Great to see the Minnesota Vikings bringing back their creator-led Winter Warrior Sweepstakes! This year, they teamed up with local textile artist @neekasodope to create a one-of-one Vikings rug as part of their 10 Days of Giveaways. Entries are collected via SMS—a simple and smart approach. Check out last year’s breakdown (see Sponsored Content of the Week) to see how it works and why you should try it.

🚨 ICYMI
What To Watch For

2025 Predictions: 10 ways sports partnerships are evolving heading into 2025 [by Brian Gainor].

Deal, Or No Deal: Sticking with the best of the year theme, Gary Linke shared his Top 10 Deals of 2024.

Scarves And Stats: Man City has teamed up with Asahi Super Dry and Opta to create Derby Day scarves highlighting some of their biggest Manchester derby wins in men’s and women’s football. Fans can scan the QR code on the scarf for in-depth match analysis.

Driving The Brand: NASCAR’s 2025 marketing shifts to focus on drivers, launching an incentive program that rewards them with up to $1M for promoting the sport throughout the season [by Adam Stern, Sports Business Journal].

Access Through Sponsorship: Ricardo Fort explains why its important sponsors add more value than just their fees, using Deutsche Telekom’s partnership with DFB (the German National Football Team) as a case study. Their 5G network is making amateur football (100+ clubs) more accessible to fans.

Football For Everyone: Speaking of accessibility, Brentford’s new Gen10 program makes Premier League games affordable for junior fans, capping ticket prices at just £10. It’s a great idea for any brand partner supporting youth sports initiatives!

YouTube on TV: Sports watch time on TV grew over 30% year-over-year, while fans turn to YouTube for clips, highlights, and post-game interviews—all in one place. YouTube is also piloting Watch With, a feature that lets creators share live commentary, analysis, and real-time reactions with their audience.

Chart Of The Week: Arctos highlights the shift in modern marketing from traditional channels toward sponsorship activations that combine brand-building with measurable revenue generation and data sharing.

NFL x Betches Partnership: The NFL has teamed up with Betches Media to produce content that helps millennial and Gen Z women connect with the league’s biggest moments. Betches will have access to NFL tentpole events, allowing them to create fresh, dynamic content tailored to their audience [by Todd Spangler, Variety].