Sponsorship

Events and sports sponsorship guidance

Sponsorship


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how GoPro, the camera brand, has built a "virtuous cycle" of content creation by working with athletes and other creators.


Raymond Pettit and Andrew Reid, ARF Experiential Learning, Re:think, March 2015

This paper assesses the impact of sponsoring the Canadian Football League's (CFL) 2014 season for Nissan, the car manufacturer.


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report demonstrates how Shell Lubricants, which manages brands like Pennzoil and Quaker State, achieved heightened marketing flexibility using corporate trade.


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how Red Bull Media House is drawing on its unparalleled expertise in content creation to help other brands engage consumers.


David Ward, ANA Magazine, February 2015

This article gives some guidelines for making the most of sponsorship deals, with close focus on activation.


Geoffrey Precourt, Event Reports, 4A's Transformation, March 2015

This event report outlines how Capital One, the financial-services brand, has leveraged its sponsorship of March Madness to connect with consumers.


Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2015

This event report outlines Xerox's "test-and-repeat" approach to native advertising, which has seen the company refine its strategy over time.


Sarah Green, Admap, March 2015

This article examines successes and failures in big event activation, identifying best practices and explaining how brands can maximise the effectiveness of their budget.


Robert Passikoff, Admap, March 2015

This article analyses the performance of several brands that have used big event marketing and finds that engaging people with the brand is crucial to meet business objectives.

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