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Article

This article explores the current thinking and reading on the subject of sports marketing, aligning a brand or product with an event or team.

News

LONDON: Vauxhall, the UK car maker that until very recently was owned by General Motors, has announced that it will end its lead sponsorship of the four home nations' football teams.

News

MUMBAI: Insurgent Chinese brands have taken over every major sponsorship opportunity in Indian cricket as they seek to grow brand awareness in the country.

News

NEW DELHI: Not only are Chinese phone brands squeezing out Indian ones in the marketplace, they are also grabbing a major chunk of the high-profile marketing opportunities in Indian sport.

Article

This article shows how Supercheap Auto, an Australian automotive accessories brand, used sponsorship of the Bathurst 1000 race to create an experiential retail success second only to Christmas in sales revenue.

Article

This article explores the opportunities for brands in Indian sport, including the Indian Premier League (IPL).

News

MUMBAI: Patanjali Ayurved was one of the top ten advertisers on TV in 2016 in terms of insertions but it appears to be changing tack in 2017 as it puts more emphasis on sponsorship.

News

MINNEAPOLIS, MN: Target's iconic bullseye logo will soon feature on the jerseys of Minnesota United players after the retail giant announced it has become an official sponsor of the club as part of its biggest ever push into US soccer.

News

DAVOS/ HANGZHOU: Alibaba, the Chinese e-commerce giant, is joining an elite group of corporate sponsors of the Olympic Games after signing a partnership with the International Olympic Committee (IOC) that will last until at least 2028.

News

NEW DELHI: Patanjali, recently named as India's most disruptive FMCG brand, is setting its sights on wrestling fans as it becomes the title sponsor for the next two seasons of the Pro Wrestling League (PWL).

Article

This report looks at the trends and technologies that are set to become more important and relevant to marketers in 2017 including live video, VR and AR, web TV and chatbots.

Case Study

This case study describes how Virgin Money, the loans company, strengthened its sponsorship of the London Marathon in the UK in order to turn runners into Virgin Money customers.

Case Study

This case study describes how Samsung, an electronics and technology manufacturer, sponsored Netball to drive brand engagement in Australia.

Case Study

This case study demonstrates how Steinlager, New Zealand's No1 premium beer, grew sales by breaking the mould of standard industry advertising.

Case Study

This case study sets out how Chevrolet used a partnership with Manchester United, the football club, to create an online game which led to an increase in sales.

Case Study

This case study describes how Lucozade, the global sports drink brand, leveraged its sponsorship of the Irish Rugby team during the 2015 6 Nations campaign, and involved fans as the '16th player' by testing their conversion skill.

Case Study

This case study shows how Toyota, a car brand, used a high profile sponsorship in order to enhance its brand's premium value and engage with a more affluent audience group in the UK.

Case Study

This case study shows how Dacia, car brand, increased brand affinity in Italy via a family focused, sponsorship-based campaign.

Case Study

This case study shows how Nissan, a car brand, partnered with the UK Olympic and Paralympic teams to build brand awareness and increase sales.

Case Study

This case study shows how Samsung, a technology brand, created a reactive content campaign to deliver high quality information around its Olympics sponsorship.

Case Study

This case study shows how Phoenix Petroleum, a fuel brand, increased sales and brand awareness by sponsoring one of the Philippines' biggest basketball teams.

Case Study

This case study shows how Nissan, a car brand, married the excitement of football with the brand's own technology by creating an entirely new gaming experience in Sweden.

Case Study

This campaign study shows how PepsiCo, a food and drinks brand, sponsored a large scale sports event in order to build brand equity and increase sales in the UK.

Case Study

This case study shows how Steinlager, a beer brand, rekindled its fading brand equity in New Zealand using a world-record setting event.

Case Study

This case study discusses how the Bank of Montreal used its sponsorship of NBA Canada, the basketball association, by creating a unique remote-control talking basketball - that spoke the language of the fans, and connected with the bank's target audience of young people.