You have already chosen to receive updates on this topic.

you can review you topic selection in Your Warc.

OK

Your topic selection has been saved successfully.

You'll now receive a weekly Topic Update email when there's new content on this topic.

You can review your topic selections in Your Warc.


OK

You will receive a weekly email whenever there’s new content on this topic.

 

You can review the topics you follow in Your Warc.


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.
Not a subscriber? Download this sample

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

Johnnie Walker Blue Label: "A gentleman's wager" viral campaign

This case study describes how Johnnie Walker repositioned itself in the post-Global Financial Crisis (GFC) luxury category by subverting the norms of deluxe whiskies and emphasising its credentials.

How IRN-BRU owned Glasgow 2014

This case study explores how IRN-BRU, the soft drink, became the most memorable sponsor of the Glasgow 2014 Games through a campaign focused upon its audience and accessibility.

KBC: 5 euro

This case study describes how one of Belgium's biggest banks, KBC, built upon its past association with summer music festivals to develop a unique campaign to engage teenagers.

Aetna Inc.: The 11 Initiative

This case study describes how Aetna, the US-based healthcare company, gained substantial social and earned media exposure with an experiential stop-smoking campaign.

Latest articles

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.

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.

How brands can tap the desire for live experiences

This event report examines the ways in which brands can leverage live experiences and looks at ways to address the scarcity of live events.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com