We are currently witnessing a growing trend which consists of associating brand sponsorships together or to another outside sponsorship. The objective pursued by the brands is synergy (the sum of the parts is greater than the whole) between them and the common values they share, while optimizing the use of activation resources.
For example, Kia, sponsor of the World Cup in Football and Rafael Nadal, also used the Spaniard in one of it’s trademark actions related to World Cup. Rafa invited two fans to attend the World Cup through Kia’s Facebook fan page. To qualify for this award you just had to leave a comment in the corresponding post with a guess on the outcome of the Spain- Paraguay match and a shoutout of encouragement, among the winners chosen will be the one with the most original shoutout.
Another example is the Scotch whiskey brand Johnnie Walker gathered a large number of celebrities in an action that could be called 'multisponsorship' (although we do note that this does not constitute a sponsorship in itself, though because of it’s resemblance you could give it this title), the Keep Walking Project. De la Rosa, Edurne Pasabán, Luis Tosar, Jenson Button, and other celebrities became brand prescribers giving it 'soul' and featuring an image of synergistic individual sponsorships, united under the same slogan and the same idea: keep walking.
Source: Johan Cruyff Institute