BMW
Challenge
BMW stands for performance. A mindset that naturally belongs in sports. Sounds like a match. But when a heritage brand like BMW shows up in sports, it can’t be just another logo on the sidelines – it has to mean something.
Across different disciplines, we wanted to connect BMW directly with the communities and become part of their culture. So we approached each discipline on its own terms.
Basketball
In basketball, we connected with the sport’s urban roots – from street courts to arenas. With projects like the BMW x FC Bayern Floating Court in Munich’s Olympic Park and Germany’s first LED glass floor at BMW Park, we brought BMW into the world of basketball and made the brand part of the game itself.
Tennis
In tennis, we activated one of the sport’s most iconic platforms. Around the BMW Open in Munich, we brought the tournament closer to fans by creating social and on-site content. From pre-event formats to real-time highlights, BMW became part of the tournament.
Winter sports
In winter sports, we anchored BMW in the world of elite performance. From World Cup activations to athlete involvement, we made the brand part of the athletes’ everyday environment.
At the same time, we brought behind-the-scenes performance into the spotlight – by turning what BMW does to push the sport forward into insight-driven content.
Impact
We brought BMW deeper into the world of sports: Across 3 seasons and more than 40 activations, the work has been award-winning and continues to evolve – establishing a lasting role for the brand.