Sponsorship

Events and sports sponsorship guidance

Sponsorship


Toby Harrison, Les Binet and Sarah Carter, Institute of Practitioners in Advertising, Gold and Grand Prix, IPA Effectiveness Awards, 2014

This case study demonstrates how Foster's, the Australian lager brand, revitalised its brand in the UK by reassessing men's attitudes towards social drinking and regained its market leader position.


Low Lai Chow, Event Reports, Sports Matters, September 2014

This event report looks at how leading brands are tackling sports sponsorship in Asia, a region currently relatively underdeveloped in this regard but offering great potential, especially in emerging markets.


Louise Nolder and Ila De Mello Kamath, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Pedigree, the dog food brand, used partnerships with dog's rescue charities to build brand recommendation and reputation, and increase sales in the UK.


Low Lai Chow, Event Reports, Sports Matters, September 2014

This event report looks at how segmenting sports fans in terms of their behavior, rather than simply targeting the most avid, can pay dividends for brands.


Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report explores Nissan's emotionally-driven approach to marketing, which aims to foster a clear sense of excitement around the brand.


Low Lai Chow, Event Reports, The APPIES, August 2014

This event report looks at how Heineken has tackled the marketing of a global brand in local markets across Asia.


MMA Smarties, Silver, MMA Smarties, 2014

This case study describes how the Turkish hair care brand, Elidor, connected with its 20-something female audience, encouraging them to spend more time with its Pink range.


Stephen Whiteside, Event Reports, Content Marketing Summit, September 2014

This event report discusses how Red Bull has moved beyond selling energy drinks to organising a huge range of branded events, as well as controlling assets like soccer teams, Formula One racing cars and a music studio.


Isabel Simões and Luisa Agante, International Journal of Advertising, Vol. 33, No. 3, 2014
The goal of this study is to understand the influence of event sponsorship on children and their ability to fully understand its persuasive intent. A wide range of research addresses the effects of sponsorship on adults, but not much looks at children.

WARC RECOMMENDS


ARTICLE FOCUS

TGI on sports sponsorship

Recognising golden sponsorship opportunities


RECOMMENDED CASES

Sponsorship

Warc's pick of the most effective case studies


CASE STUDY

P&G: Thank You Mom

Activating an Olympics sponsorship through family ties


ARTICLE FOCUS

Sponsorship: Olympic sport

Millward Brown on creative storytelling


CASE STUDY

Steinlager: Believe

A World Cup sponsorship for a rugby-mad nation