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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

Colgate Palmolive: Mouthguards

This case study shows how Colgate, an oral care brand, increased awareness to the brand and the issue of oral care through a high profile sports team endorsement campaign.

O2: Wear the rose

This case study demonstrates how O2, a leading telecommunications brand in the UK with over 25 million customers, used emotive and behaviour-led marketing techniques to raise the profile of its #Wear the Rose campaign.

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.

Allstate Social Savvy Burglar

This case study describes a single impact event from Allstate, the US insurer, at the Super Bowl, holding a 4-hour 'Mayhem Sale' of items from a couple who let the world know they were at the game, and not at home.

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.

Marriott finds ten tips for buzz marketing

This event report outlines how Marriott International, the hotel group, is using buzz marketing to engage with millennials.

Adstats: Global sponsorship

This article provides charts and statistics on global sponsorship expenditure, examining variations in channels, countries, years, and category.

7 routes to more effective sports sponsorship

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

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