Sponsorship

Events and sports sponsorship guidance

Sponsorship


Jonathan A. Jensen and Joe B. Cobbs, Journal of Advertising Research, Vol. 54, No. 4, 2014
Although the benefits sought by engaging in non-traditional marketing tactics such as sponsorship are well documented, determining return on investment (ROI) remains an evolving science. To advance ROI analysis in sponsorship, the authors of this study utilized data on sponsorship prices and the televised exposure of sponsors in Formula One motor racing.

Averill Sequiera, Ruchi Mathur and Rohit Dhawan, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Pepsi regained its trendsetting status amongst its core constituency of Indian teens by successfully running a digital content and TV broadcast business, Pepsi MTV Indies, paid for by the consumers.


Shrikant Shenoy, Warc Prize for Innovation, Entrant, 2014

This case study describes how Tata Motors developed a successful brand match between their Safari Storme SUV and popular TV series 24 to increase their presence in India's automobile market.


Nicole Brooker and Kelsey Hodgkin, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study explains how Acura, the car manufacturer, used a US sports sponsorship to engage fans before the launch of its new TLX model.


Dan Tighe, Admap, December 2014

This article explains how Hyundai, the car manufacturer, used zombie related marketing to appeal to millennials in the US.


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report show how General Electric is using native advertising as part of its wider content marketing mix.


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report shows how Visa, the financial-services group, is leveraging social media to enhance the position of its brand.


Paul Greenep, Simon Watson and Rachel Mackie, Admap, November 2014

This article explains how Barclays, the bank, has developed a new framework to measure sponsorship performance against a range of business objectives.


Colin Grimshaw, Admap, November 2014

In his editorial Colin Grimshaw introduces the November 2014 issue of Admap, which focuses on sports sponsorship.

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