Events and sports sponsorship guidance


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 Exclusive, July 2014

This article provides marketers with information and guidance on sponsorship strategies.

Lai Low Chow, Event Reports, Sponsorship Matters Singapore, May 2014

This event report considers the sports sponsorship experiences of leading players both as sponsors and as rights holders in Asia.

Lena Roland, Event Reports, Thinkbox, May 2014

This event report covers a Thinkbox analysis of five different forms of advertising, concluding that TV advertising has become more effective in recent years.

Rodoula H. Tsiotsou, Kostas Alexandris and T. Bettina Cornwell, International Journal of Advertising, Vol. 33, No. 2, 2014
This paper investigates the mechanism under which attitude formation takes place in corporate co-branding in the context of sport sponsorship. We developed a conceptual model that synthesises three theoretical frameworks (evaluative conditioning, relationship marketing and brand equity), aiming to explain corporate co-branding in the context of sport sponsorship.

Stephen Whiteside, Event Reports, IEG Sponsorship, March 2014
This event report discusses how Bank of America leverages its partnership with Major League Baseball (MLB). One particular advantage of an alliance based around baseball from the company's perspective is that the season typically matches up with the time when consumers are most active in the banking sector.



TGI on sports sponsorship

Recognising golden sponsorship opportunities



Warc's pick of the most effective case studies


P&G: Thank You Mom

Activating an Olympics sponsorship through family ties


Sponsorship: Olympic sport

Millward Brown on creative storytelling


Steinlager: Believe

A World Cup sponsorship for a rugby-mad nation