Husqvarna, a global leader in robotic lawnmowing and part of the Husqvarna Group, has entered into a multi-year agreement to become the Title Partner of the British Masters—an esteemed tournament with a rich golfing history.
The 2026 Husqvarna British Masters will take place at The Belfry, specifically on the renowned Brabazon Course in England.
Additionally, Husqvarna will be the official robotic mowing partner of the DP World Tour, contributing to the advancement and enhancement of the golfing experience.
Husqvarna’s new role as the Title Partner of the 2026 British Masters and the Official Marketing Partner of the DP World Tour provides a robust platform to enhance brand equity, drive product consideration, and accelerate commercial results.
This potential can be fully realized through the strategic and holistic activation of the sponsorship.
I have gathered a selection of remarkable brand activation techniques from 2025 that are truly inspiring and worth considering or even emulating:
Live, participatory experiences
Brands that develop distinctive physical experiences at sporting events outperform traditional static exposure models by a significant margin.
2 examples:
- Driveable LEGO F1 cars at Miami GP, which provided a playful and socially friendly spectacle that drove organic shareability.
- ARCO “Perfect Pump Challenge” at Sacramento Kings games, where fans engage in live competition moments tied to brand messaging.
These concepts are effective because they foster multi-sensory interactions that transcend mere logos, transforming observers into active participants.
This approach not only enhances engagement but also increases the duration of attention and facilitates content generation.
Combine physical presence with digital engagement
Integrations that incorporate applications, gamification, and interactive technologies, including artificial intelligence, yield enhanced engagement and measurable behavioral metrics.
It is essential to capture data and establish extended engagement pathways beyond the event’s duration. Gamification promotes repeated interactions and extends the duration of brand engagement.
Good examples:
- IBM + Wimbledon’s AI “Match Insights”, where fans could predict outcomes and engage with data content through gamified digital experiences.
- OKX x Manchester City’s virtual escape room and NFT engagements, blending sport fandom with digital culture.
Purpose-Driven and Social Impact Activations
Activations that embody social responsibility or community support have received substantial public acclaim and have led to prolonged engagement that goes beyond simple impressions.
A growing segment of consumers responds favorably to brands that actively demonstrate tangible benefits for both society and the environment.
A good example is
- Culligan + Chicago Bulls’ sustainability initiative to eliminate single-use plastics, tying brand purpose to meaningful fan-facing impact.
Exclusive, high-touch experiences for key stakeholders
Premium activations that extend beyond traditional fan zones to offer VIP hospitality, curated experiences, and exclusive access have proven effective in helping sponsors translate brand exposure into tangible commercial outcomes, such as
- partner loyalty,
- dealer relationships, and
- network expansion.
The combination of hospitality and personalization fosters a deeper emotional connection, thereby enhancing the durability of business relationships.
A good example is Mercedes-Benz’s concierge service at the US Open, which offered luxury services and meet-and-greets.
Measurement and Visibility Analytics
Emerging tools and analytics designed to quantify sponsor exposure, such as broadcast logo visibility and engagement metrics, are increasingly becoming a standard practice for validating expenditures and refining activation strategies.
A comprehensive suite of metrics, including
- on-site engagement,
- broadcast exposure,
- social media marketing investment value (MIV), and
- lead capture is essential for demonstrating value to stakeholders and optimizing future investments.