What are sports activations?

Sports activations are marketing experiences that engage fans in meaningful ways — turning sponsorships into memorable moments that drive brand impact.

What types of sports activations can I run?

You can run in-stadium games, athlete meet-and-greets, digital contests, branded content, AR/VR experiences, pop-ups, giveaways, and more.

How do activations enhance sponsorship ROI?

They transform passive exposure into active fan interaction — increasing recall, emotional connection, and measurable engagement with your brand.

Can activations be tailored to my brand goals?

Yes. We design custom activations aligned with your campaign objectives — whether that’s awareness, lead generation, loyalty, or product trial.

Do you handle logistics and execution?

Yes. We manage everything from creative concepting to on-ground execution and post-event reporting — so you can focus on the big picture.

How Pepsi’s “Now Is What You Make It” Campaign Redefined Sports Advertising

The Power of Moments: Pepsi’s Bold Play in Sports Advertising

When brands tap into sports, they don’t just buy media—they buy moments. Few campaigns have captured that ethos as boldly and memorably as Pepsi’s “Now Is What You Make It” series. Rooted in energy, culture, and sport, Pepsi turned its campaigns into more than just ads—they became shared cultural experiences. One of the most iconic examples of this was their final sponsorship act for the Super Bowl LVI Halftime Show, which they closed out in style.

Let’s explore how Pepsi used music, football, and cultural storytelling to build emotional bridges between fans and their brand—and why that matters for any business considering sports advertising today.

A Campaign Made of Culture

Pepsi’s “Now Is What You Make It” wasn’t just a tagline—it was a philosophy. Whether featuring global football icons like Lionel Messi and David Luiz weaving through vibrant city streets, or celebrating the raw energy of live music, Pepsi consistently embraced the chaos, creativity, and freedom of live experiences.

What made the campaign powerful was its placement: in and around major sports events. From UEFA Champions League football to the NFL’s biggest stage—the Super Bowl, Pepsi recognised the emotional charge that comes with sport and aligned its brand accordingly.

Super Bowl LVI: A Cultural High Point

The 2022 Super Bowl Halftime Show, headlined by Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar, wasn’t just another star-studded interlude. It was a celebration of hip-hop culture, aired to over 100 million viewers and performed on one of sport’s most visible stages.

Pepsi didn’t just sponsor the show—they turned it into a multi-channel activation. Think city-wide billboards, behind-the-scenes content, immersive digital experiences, teaser trailers, and branded experiences that began weeks in advance. Their integration blurred the lines between sport, music, and lifestyle—turning a moment in time into a movement.

Why It Worked

Pepsi understood that people remember feelings, not just features. By rooting itself in the emotional highs of sport, the brand wasn't just seen—it was felt. And because they were present on the pitch (jersey sponsorships), around the pitch (perimeter boards), and beyond the pitch (activations like bus wraps and branded concerts), they maximised reach while staying authentic to fans’ passions.

Crucially, Pepsi adapted its storytelling depending on the platform. Social media focused on hype. Broadcast delivered the spectacle. On-the-ground activations gave fans something tangible to engage with. That’s the beauty of sports advertising—it allows a brand to tell one story in many different ways, across multiple touchpoints.

Lessons for Brands Looking to Advertise Through Sport

You don’t need a Super Bowl budget to borrow from Pepsi’s playbook. Whether it’s perimeter boards at a regional football match, branded kits in a cricket league, or targeted digital activations around esports tournaments, the key is relevance. Sports environments are rich with attention, emotion, and loyalty—an ideal playground for brands to insert themselves meaningfully.

By aligning with a sport that fits your audience and message, your brand becomes more than a logo—it becomes part of the moment.

Ready to Make Your Moment?

At World Sports Advertising, we help brands show up where it matters—in the world’s most watched arenas. Whether it’s football, basketball, cricket, golf or gaming, we know how to put your message in front of passionate audiences in powerful ways.

Let’s talk about how sport can move your brand forward. Contact us today.