Events and sports sponsorship guidance


MMA Smarties, Bronze, 2015

This case study explains how Rexona, a deodorant brand, used sponsorship of a TV show and a mobile app to increase engagement with consumer in Turkey.

MMA Smarties, Bronze, 2015

This case study details how Dunkin' Donuts, the food chain, partnered with the Discovery Channel in the US to reach more people and drive social media engagement.

Ronnie Thomas , Warc Prize for Connection Strategy, Shortlisted, 2015

This case study describes how Johnnie Walker Blue Label, a premium scotch whisky, ran its first centrally-executed global digital campaign to raise the brand from premium to luxury.

Francois A. Carrillat, Alain d'Astous and Marie-Pier Charette Couture, Journal of Advertising Research, Vol. 55, No. 3, 2015
Sponsorship activations can differ either according to their focus (on the brand versus on the event), or their scope (promoting a product versus a corporate image). The purpose of the current study was to investigate the impact of the content of activation messages on sponsorship effectiveness.

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

This event report demonstrates how Nissan, the automaker, has put social media at the heart of its marketing efforts.


Lowdown: AOL
Nadya Powell, Admap, September, 2015

This short article describes how AOL, the multinational mass media corporation, is evolving its services.

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.



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