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Learning to play well: LEGO's eight-step comeback from near bankruptcy
How the toy manufacturer recovered from the brink of bankruptcy to become one of the world's most-loved brands. This involved placing less emphasis on licensing deals, more on the consumer, and building advocacy via high-value fans.
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The competitive landscape for leisure: why wide appeal matters
This article reports the results of an analysis of participation across a range of leisure activities in the UK.
Webinar: Leisure and entertainment in Asia
An overview of leisure in Asia, from participating in and viewing sports to bars and online entertainment.
Leisure & Entertainment company profiles
Euromonitor data and analysis on the sector's major companies.
Special Olympics Summer Games: Would you still be a fan if I looked like this?
This case study describes how the Special Olympics, which hosts competitors with intellectual disabilities, increased name recognition and understanding of the event by using the status of national sporting heroes.
Caramel Films: Plants that choose movies
This case study describes how Caramel Films in Spain came up with a one-of-a-kind criteria for deciding which film out of three available it would distribute.
VisitorVerdict: Creating access to insight for the independent museums sector
This case study describes how the British independent museum sector employed VisitorVerdict, a national visitor experience benchmarking service.
Wasps Rugby Football Club (RFC): Building a new profitable base for fans
This case study describes how Wasps Rugby Football Club (RFC) built an emotional connection with new target audiences in the UK after its relocation to Coventry's Ricoh Arena through a local, strategic and relevant campaign.
7 ways to engage sports fans
This article explores ways to engage sports fans through opportunities presented by the inherent sociability, live TV, eSports, and expansion.
7 routes to more effective sports sponsorship
This article outlines seven strategies by which brands can successfully leverage the power of sport sponsorship.
Fan-first sports platforms
This article describes how most sport fans would be receptive to increased levels of sports sponsorship if the brands were to act more like fans themselves and explores this insight to investigate the five new dynamics of effective sports sponsorship.
Data-enabled sports strategies
This article explains why data-based personalisation enables rights holders to engage with precisely the right audience and achieve their objectives.
The future fan: Exploring the evolution of music fandom and what it means to brands and the media
This paper examines the world of fandom, its evolution, drivers and future direction, using Twitter as the baseline platform and outlining a social media usage strategy that can serve the music industry.
The science behind the magic – How Disney prepared for Star Wars: The Force Awakens
This article discusses The Walt Disney Company's use of research and insights, in the context of the release of Star Wars: The Force Awakens, predicted to be a huge hit for the corporation.
New conjoint approaches to scaling brand equity and optimising share of preference prediction
Ratings-based conjoint analysis suffers two problems: the distortion raised by consumer perceptions of brand equity, and the lack of efficiency of probabilistic models for estimating preference shares.
From the editor: The engaging fan experience
This editorial introduces the lead theme of Admap's February 2016 issue: Sports Marketing.
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