Have you forgotten about memory?

You are standing at the bar with your friends deciding what beer to enjoy after a tough week. Of all the choices on tap, that bright green logo with the red star stands out. You’re not sure why, but you point to it for the bartender. Little do you know, all the UEFA Women’s Euro tournament coverage has subtly but surely inundated you with imagery and messaging for all of UEFA’s Official Global Sponsors, including Heineken.

The ultimate goal of every sponsorship is to get more people to buy your brand’s product or service, and the best way to increase these sales numbers is to ensure your brand is top of mind when making a purchase decision. This can be accomplished through several avenues, including traditional activations such as perimeter board ads and TV spots and less traditional activations like community-based programming and charitable works.