Events and sports sponsorship guidance


Geoffrey Precourt, Event Reports, ANA Digital & Social Media, July 2015

This event report outlines how Coca-Cola Journey, the soft drinks firm's official website, tapped into an opportunity presented by the finale of "Mad Men", the hit TV show.

Aakriti Goel, Warc Exclusive, July 2015

This article looks at the changing nature of Indian festivals, which are increasingly absorbing global influences in line with other areas of Indian society.

Warc Data, July/August 2015

This article explores global spend on sponsorship, which is forecast to rise to $57.

David Tiltman, Event Reports, Cannes Lions, June 2015

This event report explains how Tic Tacs, the confectionery brand owned by Ferrero, developed a new 'Minions' themed product following social media demand.

Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how Unilever India reached remote regions to promote a range of its products and increase brand awareness.

Audi Team , Warc Prize for Social Strategy, Entrant, 2015

This case study describes a campaign by Audi, the car manufacturer, which integrated television and social media to increase awareness and consideration amongst young women in the US.

Angeline Close, Russell Lacey and T. Bettina Cornwell, Journal of Advertising Research, Vol. 55, No. 2, 2015
How do sporting-event attendees visually or cognitively process sponsorship? In the context of a professional tennis event, the current study examined attendees' visual processing and need for cognition in sponsorship processing. Need for cognition is a personality variable in psychology that reflects the extent to which consumers engage in and enjoy effortful cognitive activities.

Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report shows how Heineken, the beer brand, tapped the popularity of electronic dance music to encourage moderation among millennials.

Stephen Whiteside, Event Reports, IEG Sponsorship, May 2015

This event report outlines how adidas, the sports brand, scored an unlikely success at the 2014 World Cup through establishing a Twitter account for its official match ball, the "brazuca".



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