Information and insights on sponsorship as a marketing channel


Cristiane Coradi and Nelsom Marangoni, ESOMAR, Latin America, Buenos Aires, April 2014
This paper discusses changing attitudes towards Brazil's hosting of the 2014 FIFA World Cup, examining how these have changed from positive to more negative and how this may impact on sponsoring brands. When the event was first announced, reaction was positive: Brazil was considered successful and a country of the future.

Gabriel Aleixo and Flavio Marcondes, ESOMAR, Latin America, Buenos Aires, April 2014
This paper describes the development of tools to track the effectiveness of campaigns by Coca-Cola, the beverage multinational, surrounding its sponsorship of the 2014 FIFA World Cup in Brazil. Coca-Cola wanted to be able to measure the effectiveness of its integrated communications plans, including understanding the contribution of each campaign and campaign medium.

Stephen Whiteside, Event Reports, IEG Sponsorship, March 2014
This event report discusses how The Milk Processor Education Program in the US turned chocolate milk from solely being seen as a treat for kids to a recovery drink for athletes. Based on evidence from numerous scientific studies, the organisation - which is funded by more than 111 milk processors across the country - conceived a campaign showing how chocolate milk could help exercise enthusiasts "refuel" after 45 minutes or more of strenuous exercise.

Andrea Sophocleous, Event Reports, Australian Broadcasting Digital Media Summit, February 2014
This event report discusses how Diageo and Suzuki are developing their advertising strategies in Australia, with a particular focus on television. The advent of "event TV" - based around high-quality programming content that has become appointment viewing - has encouraged a renaissance of this channel in the recent past.

ARF Ogilvy Awards, Gold, Entertainment & Sports, 2014
This case study describes how Ford Motors partnered with EA, the video games company, to target 25-49 year old men in the US with a new car model. Research had found that this target group primarily spent their free time watching sports and playing video games, and that they were cynical towards advertising.

Alan Pascoe, Market Leader, Quarter 2, 2014
This article discusses the evolution of sports sponsorship in the UK, arguing that it has moved from a transactional relationship to one based on an authentic alignment of values. The Olympic Games sponsorship is given as a key example of the importance of values, where the rights offered are very limited but the Games' values are considered to be of high value.

Geoffrey Precourt, Event Reports, American Marketing Association, January 2014
This event report discusses how NASCAR and Coca-Cola have taken a more granular approach to proving the return on sponsorship investment. In the past, brands simply used the sport to get their logo in front of a large audience; now, however, the possibilities are far wider.

Stephen Whiteside, Event Reports, Zeta Interactive Panel Discussion, January 2014
This event report discusses how Super Bowl advertising has changed over the last 30 years. As digital marketing has increasingly come to influence the desire of brands to "go viral", so Super Bowl ads are increasingly designed to prompt sharing among internet users.

Anastasia Kourovkaia, Market Leader, Quarter 1, 2014
This article describes sponsorship of the London Olympics 2012 by BT, the telecommunications company. Starting in advance of the Games BT used its own assets, such as telephone boxes and building facades, to spread a message building up to the event.



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