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Case Study
Canon NFL Sponsorship

Over the course of 10 years ION crafted and implemented sponsorship activation strategies that relevantly integrated the Canon brand and its latest product lines into the NFL experience, bringing fans closer to the game and teams they love.

photos taken

sweepstakes & contest entries

microsite page views

media impressions


  • Showcase the fun and artistic sides of photography through the lens of football
  • Drive purchase consideration through programming that creates a as sense of inclusion –
    i.e. “I need/want to do that too”
  • Leverage the access to NFL players/personalities to build PR buzz and excitement around the Canon brand and generate additional interest /participation in the program


  • Consumer Promotions
    • “Shoot Like A Pro” – national retail promotion offering fans the opportunity to become credentialed, on-the-field photographers for their favorite NFL team and the Pro Bowl
    • “Why Do You Love Football” – fans submitted youth football photos to win a family trip to the Super Bowl and Hall of Fame Enshrinement weekend
  • Product Demos
    • Direct print photo ops with NFL alumni
    • Camera and binocular loan kiosks” at NFL Stadiums and the Super Bowl
  • PR/Charity Efforts
    • Community photo clinics with renowned sports photographer Peter Read Miller
    • $150K in photo equipment donated to NFL YET centers to start photography programs in underserved communities