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Key reading

P&G Proud Sponsor of Moms

What we know about sponsorship strategies

This guide summarises the key arguments on Warc around the topic of sponsorship, offering marketers practical advice from industry experts. It includes several case study examples, including the 'Thank You Mom' campaign from Procter & Gamble, which was based around the FMCG giant's Olympic Games sponsorship.
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Activating your sports sponsorship

Six simple guidelines for activating sports sponsorship for brands and advertisers.

How sports sponsorship has become strategic brand marketing

Sponsorship partnerships are moving from a transactional relationship to being value-based.

Sponsorship's influence

Different types of brand sponsorship deals, and the impact of these sponsorships on consumers.

Bring the event to life

Four approaches to events sponsorship for brands, including the pros and cons for each.

Latest case studies

MasterCard: Rugby World Cup 2015: 44 Days of Crazy

This case study explains how MasterCard, the financial services company, created '44 days of craziness' to connect with rugby fans during its sponsorship of the Rugby World Cup.

AIB: Back from the Brink of Brand Extinction

This case study describes how AIB, Ireland's largest bank, recovered from the brink of brand extinction through a course of strategic marketing and groundbreaking communications solutions.

Natural Confectionery company: How Jelly Phants were born

This case study describes how The Natural Confectionery Company (TNCC), an Australian brand that was purchased by Mondelez and launched in Ireland in 2004, with a small budget of 131,000 euros, created an advertising campaign that delivered the most successful ever launch in Ireland.

Nissan North America: Diehard fan

This case study describes how Nissan, a Japanese car manufacturer, merged advanced face-tracking technology with the classic art of face painting in a mobile app for its Diehard fans.

Latest articles

How Australia's marketers can navigate the Olympics

This article examines some of the strict legal requirements governing Australian brands with regards to marketing during the Olympic Games, and provides examples of the challenges and work-arounds brands have faced when trying to align with the event.

Arby's gets a taste for eSports

This event report outlines how Arby's, the restaurant chain, partnered with ELEAGUE – an eSports property created by TBS and WME IMG – to reach gaming enthusiasts.

7 routes to more effective sports sponsorship

This article outlines seven strategies by which brands can successfully leverage the power of sport sponsorship.

How O2 and Evian leverage their sports sponsorships

This event report looks at how two different brands, O2 and Evian, leveraged their sports sponsorships during 2015.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
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