Summer of Sport
July 2025
It has been a busy month of sport in the UK throughout July. With the Women’s Euros, Wimbledon and the Club World Cup all concluding this month and launching some great activations in store.
Score Big With Budweiser
“Epic FSDU with great event timing & theme to support this promotion. We’re seeing a surge in digital signage used in-store recently and it’s great to see retailers providing power and wifi more readily to allow more elaborate in-store activations like this.” – GC View
As the official beer of England football, Budweiser celebrated the Women’s Euros with an exclusive promotion for Sainsbury’s shoppers. The campaign gives customers the chance to win a signed England shirt and is brought to life with huge front-of-store takeovers, featuring giant standee bottles to grab shoppers’ attention.
A Sweet Deal for a Good Cause
“This activation taps into the huge cultural energy of the Women’s Euros, adds the feel-good factor of a great cause, and tops it off with a simple, powerful prize. It’s a perfect trifecta that gives shoppers three great reasons to choose this brand.” – GC View
Continuing its successful ‘Support Her’ campaign, which heroed England stars during the Women’s Euros, Mars Wrigley is giving customers a daily chance to win £1,000 cash. The ongoing promotion, run in partnership with the KIND snack brand, also supports a great cause by raising money for the Women in Football charity.
The Ultimate Away Game
“Budweiser’s FIFA Club World Cup activation in ASDA felt like a well-timed win against the summer of football landscape. With an eye-catching store presence and practical giveaways, it turned everyday shopping into a brand moment. The campaign delivered impact, creating an activation that is simple, effective, and culturally relevant.” – GC View
As the official beer of the FIFA Club World Cup, Budweiser recently celebrated the tournament with a huge takeover in ASDA stores. Shoppers were treated to a major in-store experience and given the chance to win a VIP trip to the tournament final. The campaign also saw over 30,000 Budweiser shoulder bags handed out to customers as a special gift with purchase.
Race into Luxury
“This will grab the attention of F1 enthusiasts through striking limited-edition packaging that celebrates the McLaren partnership, an engaging in-store display, and the added excitement of a major prize.” – GC View
Building on its partnership with the McLaren F1 team, Jack Daniel’s is offering shoppers at Tesco and Morrisons the chance to win a trip of a lifetime. The grand prize is an epic motor sport experience, sending lucky winners to either Las Vegas or Austin during a Grand Prix race weekend, complete with a tour of the world-famous Jack Daniel’s distillery.
Advantage, Stella
“A masterclass in standing out by technically designing a product that doesn’t stand out. A stunning piece of premium strategic packaging design. Ace!” – GC View
Stella Artois capped off another epic Wimbledon sponsorship with some final ‘Perfect Serve’ in-store activations this summer. The true smash-hit, however, was the viral all-white can, a clever nod to the tournament’s iconic dress code.
Stock Your Store with Moth
“This activation is highly effective for wholesale; combining a low barrier to entry with a perfectly targeted prize. The store credit drives sales back into the retailer, while the stocked fridge is the strategic masterstroke. It acts as a ‘Trojan horse,’ securing MOTH a permanent, highly visible retail footprint in the winning store.” – GC View
Premium RTD cocktail brand MOTH is giving convenience store owners the chance to win big in its new wholesale promotion. The prize package includes £1,000 in store credit and a fully-stocked MOTH cocktail fridge. To enter the draw, retailers simply need to purchase three cases
of any MOTH product from a participating wholesaler.
Celebrate 500 Years with Disaronno
“Using the 500th anniversary to create an authentic occasion, while the aspirational trip to Rome powerfully reinforces the Italian heritage. The addition of 500 smaller prizes is crucial, as it makes winning feel genuinely achievable, converting brand appeal into a direct incentive to purchase.” – GC View
To celebrate its 500th anniversary, Disaronno recently offered shoppers the chance to win a trip for two to Rome, alongside 500 other prizes including exclusive merchandise and restaurant vouchers. The huge prize draw, simply required customers to buy a bottle and enter online for their chance to win.
The Sound Of Summer
“Smirnoff has successfully captured it’s audience by appealing to music lovers. By offering the chance to win tickets to some of the UK’s most iconic festivals, the brand created a meaningful connection with consumers that went far beyond the shelf. The structure of weekly winners helped sustain momentum, driving repeated engagement and keeping the promotion front-of-mind” – GC View
Smirnoff recently wrapped up its huge ‘Smirnoff Sounds’ summer campaign, giving music lovers across the UK the chance to win festival tickets. The promotion offered 21 pairs of tickets to top events, celebrating a new multi-year deal by parent company Diageo to become the official spirits partner for 16 Live Nation festivals.
Spreading the Love (One Last Time)
“Bold on shelf and in purpose. This standout collab partnered the iconic Elton John with equally iconic Marmite to raise $1M for the Elton John AIDS Foundation. Limited edition, maximum meaning!” – GC View
Concluding their three-year partnership, Elton John and Marmite have released their final, Pride-themed jar, wrapping up a $1 million donation to the Elton John AIDS Foundation. The campaign ended with a celebratory debut at London Pride earlier this month, where fans could win a chance to march in the parade by sharing their ‘Stories of Resilience’.
Golden Opportunities
“Asda’s ‘Golden Ticket’ campaign taps into nostalgia and surprise, rewarding everyday shopping with the thrill of unexpected wins. It’s a fun, feel-good way to celebrate 60 years; giving back to loyal customers with real value. The act of physical discovery creates excitement across all shopping channels, sparking genuine brand joy.” – GC View
To celebrate its 60th anniversary, Asda is running a “Golden Ticket” promotion, offering 40 consumers the chance to win a year’s worth of free fuel valued at £1,500 each. Shoppers can participate by finding one of the special tickets hidden amongst products in larger stores across the UK. A further 20 community groups will also be gifted a fuel prize to support their work.
Big Changes in the Crisp Aisle
“The strategic adage of ‘big and bold gets it sold’ has generally worked best in floor displays and endcaps. But in a category that is primarily aisle-merchandised, it is great to see crisp brands reimagining the 2D aisle to create immersive branded spaces. This will inspire new display opportunities previously unimagined in-aisle.” – GC View
A brand battle is heating up in the Sainsbury’s crisp aisle, where giants like KP Snacks and PepsiCo have launched huge, dedicated displays. After seeing this tactic conquer the crisp aisle, the question is which category is next?
