Subject Index
 

In 2006, Monday Night Football (MNF) moved to ESPN after 36 years on ABC. The challenge for communications was to preserve the importance of the event among football fans, while also celebrating the m ...

Nike Bauer was being severely out-spent by Reebok, its major competitor in the hockey market. As it could not compete in financial terms, the brand aimed to make an emotional connection with consumers ...

DHL is the largest logistics company in the world, and as one of the most known B2B brands in Sweden, it had no primary need to build brand awareness. However, the company had been through a number of ...

The link between Robinsons and Wimbledon is one of the most enduring associations in sports sponsorship, extending to over 70 years. Wimbledon plays a key role for the brand: every year, the Champions ...

Thomas Cook is the third largest vertically integrated travel group in the UK and Ireland, with its own travel sales channels, tour operations and airline. In August 2003, it became Main Sponsor of Ma ...

In many respects, FedEx fits the profile of a 'challenger brand'. Its main rival, UPS, sponsors the Olympics and has considerably more marketing muscle at its disposal than FedEx. Therefore, FedEx had ...

The Turkish Cup was a key component of the Turkish football calendar until the mid 1980s, regarded as a prestigious tournament both by the clubs and the spectators. With the new developments in the Tu ...

Pannon GSM is a leading telecommunications operator in Hungary, serving in excess of three million customers, and with a 34% market share of the market. In January 2005, it launched its 3G mobile netw ...

Paris chose this sponsorship to promote itself and its 2012 bid in the most direct way possible; to invite all Parisians to an Olympic party. The creation of this event ticked two vital boxes for the ...

This case study discusses Amstel's sponsorship of the UEFA Champions League (UCL), providing evidence that if a brand owner is prepared to walk in the shoes (or, in this case, boots) of the rights hol ...

This 2006 campaign by Amalgamated Holdings aimed to promote the ski centre of Thredbo during the worst-ever snow season. The objective was to persuade skiers (and particularly those of an adventurous ...

This paper discusses a campaign for Skins, an athletic brand designed to improve blood circulation and reduce build-up of lactic acid (which makes muscles ache after exercise). The marketing objective ...

Although the Coca-Cola Company was well known for its carbonated-soft-drink brands, by the late 1980s a different type of beverage was attracting consumers and capturing a rapidly increasing market sh ...

This small-scale campaign, running from 2005-06, aimed to make Manchester City Football Club more like a brand. The club needed to fill a larger stadium, and in order to achieve this, the campaign tar ...

Australia's National Soccer League was failing. In response, the government commissioned the Crawford report in 2003, which exposed a corrupt and dysfunctional administration and a poor public image, ...

In 2004, adidas launched a new brand voice to capture the hearts and minds of sport lovers. The brand saw significant gains in key measures and massive increases in website traffic. The campaign tappe ...

A British Lions rugby tour is unlike any other. While international sides usually arrive with a plane load of supporters, the Lions invade with more than 40,000 red uniformed fans, armed with well pra ...

Quantum had one chance to get it right with its new line of Performance tunes (PT) products. By focusing on the unique story of how these products came to be, they were able to differentiate themselve ...