Sponsorship activation platform Give sponsors more than a logo.
Campaignware is a sponsorship activation platform for clubs, leagues and the brands that sponsor them. Launch tipping competitions, player votes and minigames in a sponsor's name in minutes, and give them fans they can reach and results they can measure.
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What is sponsorship activation?
Sponsorship activation is everything a sponsor does with its rights beyond the logo: the campaigns, experiences and offers that get fans to take part. Done digitally, every activation can capture consented contacts, run all season and report results the sponsor can see, which gives you more to talk about at renewal time.
NSW Rugby League ran Macca's Moment of the Match, a fan vote for McDonald's across all six 2024 State of Origin matches. About 15% of McDonald's total digital campaign impressions in the Origin period came from that one activation.
Sponsor assets with results to show.
- Sponsor assets you can sell Put a sponsor's name on a tipping competition, a player vote or a minigame, and sell it from your rate card. Your club keeps everything it earns from it.
- Results the sponsor can see Entries, opt-ins and reach for every campaign, in a report you can send the sponsor, so renewal talks start with numbers.
- Contacts for both sides Every entry is a consented contact. Add the sponsor's opt-in to the entry form, so you can both follow up within the rules.
- More than match day Extend match-day activations and sponsor obligations into campaigns that run before, during and after the game, and out of season.
- Live within a day of the brief Start from a proven template in your brand. A typical campaign takes 20 to 40 minutes to build.
- Help with the pitch Mockups and sponsor-ready ideas your commercial team can take to partners. We can also work with the sponsor directly on your behalf.
Big moments, quiet weeks,���all year round.
Match days, finals and signings are your biggest moments, but the off-season and the weeks in between matter too. Build the hype before a big moment, play along live, make it last afterwards, and stay close through the quiet periods.
Build the hype
Use social and QR codes for:
Play along live
Use the big screen and QR codes for:
Make the moment last
Use social and QR codes for:
Stay close in the quiet weeks
Use your hub, social and email for:
+- One platform
- One login
- One fan database
- Synced to your CRM
See what clubs and leagues have built.
Built into every campaign.
- Your branding, colours and fonts
- Consent captured on every entry, GDPR compliant
- Synced to HubSpot, Salesforce, Braze, Klaviyo and more
- Runs on your site, your app, a link in bio or a QR code
- Live reporting on every campaign
- Available in 16+ languages
- Add your own marketing and tracking scripts (such as Google Analytics and Meta Pixels)
Need extra help, or something custom?
Add Campaignware Copilot to your subscription and we'll take on ideas, creative, builds and reporting for you. Campaignware Studio builds what templates can't, from branded minigames to custom integrations, faster than you'd expect.
Your questions, answered
What is a sponsorship activation platform?
A sponsorship activation platform is software that turns a sponsorship into campaigns fans take part in, such as a sponsored tipping competition, player vote or minigame. Campaignware lets clubs, leagues and brands launch them in minutes, in their own branding, and report the results to the sponsor.
What are some digital sponsorship activation ideas?
Popular ideas include a sponsored player of the match vote, a tipping competition or score predictor named after the sponsor, a branded minigame on the big screen at half-time, and a fan hub that brings several activations into one page. Each one captures entries the sponsor can see.
How do you measure sponsorship activation?
Measure what fans did, not just who saw the logo: entries, opt-ins to the sponsor's marketing, reach, and sales or redemptions where there's an offer. Campaignware reports this for every campaign, so you can show the sponsor what their activation delivered.
Is there an example of a sponsorship activation that worked?
NSW Rugby League ran Macca's Moment of the Match, a fan vote for McDonald's across all six 2024 State of Origin matches. About 15% of McDonald's total digital campaign impressions in the Origin period came from that one activation, and NSW Rugby League now plans to resell the format.
Can a sponsorship activation run all season?
Yes. Tipping competitions and score predictors run every round, and a fan hub can stay live all year. That turns a one-off match-day obligation into weeks of contact with fans, and gives the sponsor more to show at renewal time.
Can leagues run one sponsor campaign across every club?
Yes. Leagues and governing bodies can run one campaign across every club, each in its own branding, and sell it once to a national partner. Fans enter in their own club's colours, and the partner gets one set of results across the whole competition.
How do brands that sponsor sport use it?
Brands use the same campaigns to go beyond logo placements. A vote, competition or minigame in the team's colours turns a sponsorship into leads and sales you can measure, and the same campaign can run across every club a brand sponsors.
Can you work with our sponsor directly?
Yes. Campaignware can work with a sponsor directly on your club's behalf, under your club's brand, and the relationship stays yours. We also build mockups your commercial team can take to new partners.
See it with your own campaign.
Book a demo. Bring your next sponsor brief and leave with a campaign idea.