Brand collaborations are extremely popular with companies and consumers alike. Anyone with children will know how much money can go into LEGO sets, especially if they pick up on popular characters from movies (like Harry Potter, Star Wars) or games (like Minecraft, Super Mario). Co-branding is also a trend in the fashion industry to unite the target groups and reach of two brands, such as with adidas, which cooperates with celebrities like Beyoncé or Kanye West, but equally with luxury brands like Prada or Stella McCartney, all the way to the Berlin public transport company. With the joint promotion of extreme sports, GoPro and RedBull have again presented a classic among brand partnerships in a completely different segment.
These brand collaborations are usually very entertaining and harmless for the brands involved because the product worlds complement each other and are not in direct competition. But in a purpose-driven world, where companies increasingly want to take on social problems, a new level of cooperation is needed. More and more frequently, especially in times of crisis, companies from one and the same industry, even competitors, are organizing themselves to stand up for a joint initiative.
DAZN + YouTube + UEFA: brand collaborations from sports content providers for more visibility of women’s soccer
In May 2021, the sports streaming platform DAZN was selected as the global broadcaster for the UEFA Women’s Champions League. In the same breath, however, DAZN announced that they would be working with YouTube, also a streaming and content provider. In this way, they wanted to provide fans around the world with the most important European club competition live and for free for the first time. With the “We All Rise With More Eyes” campaign, DAZN, YouTube and UEFA stated that the long-term goal was to take women’s soccer to a new level.