"People don't like to think about their digital security, so Toronto-based 1Password has become an expert at making it fun, and doing so using sports as the backdrop. The brand used its sponsorship of the Presidents Cup golf tournament in fall 2024 to debut its "What Not to Do" campaign. With more than 12 million impressions, the spot drove a 14% increase in account creation during the tournament."
"Berlin-based language learning company Babbel has been focused on meeting its users-who now include over 1 million Ukrainian refugees, connected with the brand via more than 70 NGOs-where they are. Babbel used Telegram to connect with 22,000-plus language learners via Welcome Alliance Germany, helping them practice their burgeoning skills. In 2025, the company also partnered with Major League Soccer team Inter Miami CF, which began using its Babbel for Business offering for its players, coaches, and front office."
Global reach grows when brands tailor messaging, forge strategic partnerships, and adapt products to local cultural preferences. Toronto-based 1Password made digital security engaging through sports sponsorships, driving more than 12 million impressions and a 14% rise in account creation after a Presidents Cup campaign, then partnered with Oracle Red Bull Racing for an F1 car wrap. Berlin-based Babbel prioritized access for displaced learners, connecting over one million Ukrainian refugees via NGOs and using Telegram to reach 22,000 learners, while partnering with Inter Miami CF and deploying its AI-powered Babbel Speak tool. Suzhou-based Dreame localized hardware features to capture significant European market share and strong sales growth.
Read at Fast Company
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